Mobile marketing in India: Insights from Coca-Cola, Hindustan Unilever and United Breweries
Preeti Chaturvedi
Few marketers would dispute that India is a large, complex and unique place to do business. And each of these characteristics is reflected by the country's mobile sector. While the national smartphone audience is the fifth-largest in the world, reaching around 60 million people, this figure is just a fraction of the total mobile user base, estimated to stand at more than 700 million users.
While brand strategies and consumer habits are evolving fast where mobile is concerned, it is also noticeable that India has...