Why mobile marketing is more successful in India
This is a very simplistic argument, but hear me out.
When I moved into my new apartment, I subscribed to a bunch of Indian Television Channels via Direct TV. The channels I receive are MTV India, Star Plus, Star One, Star News, NDTV and some spiritual channel and a cricket channel. Needless to say, much of my free time this weekend was spent channel surfing. I am so used to the American TV shows and watching American Television that I watch these Indian channels with a renewed sense of purpose.
What strikes me most is the blatant sponsorship, advertising and marketing in every single game or reality. Here is just a sampling of the shows that not only have major product placement and sponsored sections during the duration of the show, but also carry a brand name in their titles.
Hero Honda Roadside Roadies, Pepsi Wassup: The voice of Youngistan, Miranda Kickass Mornings, Hero Hondo Sa Re Ga Ma Pa, LG Mobile Oye its Friday, Garnier Nach Baliye…. and that’s just a sampling. In dance-based reality shows, the contestants are filmed spouting out brand names and asking the audiences to vote for them. Bollywood celebrity endorsements are a new rev-generating industry for celebrities in itself. To a point, where a single celebrity represents 5 or more brands! Even bollywood movies – case in point, Chandani Chowk to China, was advertised in reality shows, with brands – and anywhere else possible.
The point I am trying to make is – Indian television and culture has accustomed Indian consumers to expect advertisements and blantant, in-your-face sponsorships.
Next point – Americans have a deeper sense of privacy and a concept of space. Indians are used to the concept of no space – jostling through crowds, shoving through vegetable markets and sharing the a small 2 bedroom house with 8 other people is commonplace for them.
And lastly, mobile is accessible. and cheap in India. This is one technology that has deeply peneterated the rural regions as well.
So you combine these three factors: 1) Indians are not mad at advertisters. They expect advertisements. 2) Indians, at large, do not place top priority on privacy or a sense of space. and lastly, 3) Mobile is cheap — and I have come to believe, that this is why mobile marketing and mobile campaigns are so successful in India and not so sucecssful in America.
I know – I told you it was a simplistic hypotheses, but it starts there. I’ll see what I can dig up to supprt and prove this hypotheses.
02/02/2009 at 4:10 pm Permalink
Correct me if I’m wrong, but I assume that people in India depend on mass transit as a primary mode of transportation: I think that this “commuter culture” underlies the mass adoption of mobile web and subsequent success of mobile marketing in countries like India and Japan. When people spend time commuting on public transport, they turn to mobile device to check their messages, surf the web, take care of personal business via wireless transactions/payments, etc. Personalization and relevance of content delivered by marketers is crucial in places like Japan where privacy matters. On the other hand, I guess marketers can get away with blatant self-promotion in India, like you mentioned.
05/02/2009 at 5:11 am Permalink
I like the thought. Take it furthur.
06/02/2009 at 3:31 pm Permalink
I agree with you about the commuter culture – but regarding commuter culture in India and its relation to mobile adoption – I’m not sure I see a huge co-relation just yet. Simply because, while sms has always been huge, internet/ email and web are services that just catching on and that too – only among the educated elite in India. (mostly city dwellers)
Japan, on the other hand – you are absolutely right.
I also think that the the policies around mobile industries in India are very user-friendly than they are here in the States. (My phone bill could make me bankrupt here!)
06/02/2009 at 3:32 pm Permalink
Hi Ideasmith – yes! Will so do. Its interesting to explore.
10/02/2009 at 3:24 pm Permalink
Very interesting post. I agree with your hypothesis. Never thought of it that way before, but maybe we ARE conditioned to accept it in India!!
19/02/2009 at 3:07 am Permalink
Though simplistic, you still have a point… there is still no concept of privacy in India as it has been laid out by our thousands year old culture. As be become more modern and ape the west, we are slowly getting to know what space is all about.
19/02/2009 at 2:03 pm Permalink
Thanks. I think I need to explore it further though.
22/02/2009 at 1:33 pm Permalink
I dont know if we really support the constant barrage of ads in our face, but I guess we really dont have a choice. For instance, I really cant figure out how people like my family can watch the regular and famous serials on TV which are supposed to be half an hour long, but ends up being mostly 10 minutes of the serial with the remaining 20 dedicated to advertisements.
27/12/2009 at 10:54 pm Permalink
Hi.
Its very useful thoughts….
Raju (India, Santacruz)