Convenience of use will have to be addressed. An Indian consumer will also be sceptical about data usage, thus brands and the platforms they advertise on will have to come together to enable a hassle free advertising model where advertisements do not take away the entire viewing experience.
As part of its New Year merchandise, Radio Mirchi recently gave away radio-fitted diaries to its key stakeholders in the B2B space. “It aims to create a positive brand imagery for the radio station and boost workplace listenership,” says Sriram Kilambi, Head-Marketing, Radio Mirchi.
Proliferation of smartphones, tablets and 3G technologies have made India the fastestgrowing nation in terms of mobile advertising in the APAC region. After the digital revolution, is mobile advertising set to be the biggest turnaround of the decade, asks Rahul Dubey.
Ahmed Rahimtoola, VP, Marketing of Allied Blenders and Distillers Pvt Ltd, says ‘Differentiate or Die’ is the mantra that drives his marketing team. Repositioning popular brands, bringing in strong consumer insights and idea-driven branding exercises are the strategies he adopts in a no-direct-advertising for alcohol scenario.