Idea cellular launched a campaign in 2008 with the messaging “for the people, by the people”, highlighting how the mobile medium can be used to empower the masses of india (eg. Aid in policy decision-making by democratic voting, rural education, etc.). In comparison, the cellular services in the U.S. advertise high-end applications of phones (eg. Apple iPhone, Google Android) that are more for an affluent consumer rather than the average Joe. The mass-appeal function not only expands the market, but opens up avenues to make a larger impact on society. (From a marketer’s perspective, the PR prospects are immense)
4. SMS Culture
Just like the micro-blogging culture in the U.S., the texting culture in India is a phenomenon that has changed the way people communicate in the country. The popularity isn’t just within teen users (as in the U.S.), but transcends all ages. The interesting this is that the short hand used for SMS, somewhat of a slang-English, has become the normal way of written communication, especially within the younger users.
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