Mobile advertising is still in the nascent stage in India. What are the reasonsfor it not having taken off despite the buzz surrounding it?
Two main triggers to generate interest among mobile phone users are richer quality content and free gifts. These things will surely boost up the end users and generate interest among the audience. An end user doesnt care about the huge pie invested by advertisers, but will surely be considerate if he gets personal benefits. Telecom operators can give free gifts in the form of extra talk time, SMS, GPRS etc. For example, Coca Cola launched a mobile campaign for the companys Fanta brand in Germany offering consumers free airtime, texts and downloads. To take part, consumers sent a unique code found in Fanta bottle tops via SMS (free of cost) to receive three free minutes of airtime or three free text messages. Within 72 hours of sending the code, the consumers mobile phone is topped up with the relevant incentive. The campaign sparked considerable consumer interest and participation. Coca Cola ran a similar mobile promotion in India. Called Kholega Toh Bolega, the contest targeted youth,
