OnMobile announced the launch of an innovative Ad RingBack Tones (AdRBT) based mobile advertising solution in alliance with a leading Indian operator whose name remains undisclosed as of now.

The concept is that callers to AdRBT subscribers will be able to hear advertisements with an option to instantly respond to any interested advertisement with the help of a unique call-to-action feature. The company hopes to attract mobile subscribers in registering for AdRBT in way of special discounts and offers from the operator for their participation.

The company says that its solution allows advertisers to present ads in prominent Indian languages and claims that caller involvement is higher as compared to conventional mobile advertising through SMSes which can be deleted or banner ads which can be missed on WAP screen.

"With users receiving an average of 10 calls per day, advertisers have the ability to reach out to a large and diverse audience in a short period with full rich MIS in real time which is not possible on other advertising channels," said Arvind Rao, CEO and Co-founder of OnMobile.