The Hindu Business Line : Mobile, regional advertising key to propel growth, say experts

NEW DELHI: As companies seek to reach the masses specially in the rural areas, mobile advertising and localisation of contents hold key to promote products in future, according to industry experts.

“Every farmer has a mobile in the rural area and its usage as a medium of advertising is gradually picking up,'' A P Advertising Vice President Alyque Padamsee said at the Ninth CII Marketing Summit here on Wednesday.

He said mobile advertising is one of the new ways of brand building in the rural areas and “will pick up more than TV commercial in the near-future''. Padamsee said companies, such as Hindustan Unilever, have already introduced mobile advertisement in a massive way to reach out to the rural masses by means of SMS.

“Now other companies are following suit. The high level of mobile penetration provides immense opportunities for advertisers,'' Padamsee said. Ogilvy and Mather Executive Chairman Piyush Pandey said companies need to make advertisements in local dialect s to take the brand message to consumers in rural areas.

“We need to utilise the native intelligence and involve people from the local areas for such campaigns to get the best possible advantage of local knowledge,'' he said. Draft FCB-Ulka Executive Director Arvind Wable said campaigns for concepts like intr oduction of one rupee sachet for detergents was a 'revolutionary' in the Indian advertising scene.

He said market in the interiors had a huge potential and consumers in rural hinterlands were still untapped. They held a very good prospect for growth in volume provided there was appropriate tools of advertising to reach out to them. – PTI

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