Presentation by Millie Khanna for www.marketingfest.cz in Czech Republic, Central Europe's largest marketing festival. Is India about black hat SEO chop shops or is it about true ROI for social media marketing? How is Indian advertising similar to London, New York or Prague and how is it different? Here is the key for leveraging advantage-India, quick tips on what to keep in mind regarding India - figuring out which things work and which do not.

1. Social India
Marketing to the Massive,
Fast-Growing
Indian Consumer Market
Marketing Festival
23rd November 2013
Brno, Czech Republic

2. What
Tells Us

3. Low Labour Costs?
ma n
ot a
N
You bet!
uin!
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4. Low Labour Costs?
a y!
ad
ts in
twee
20K
You bet!

5. WHAT THIS MEANS…

6. Manipulating Social: Power of Paid People
Digital campaigns are no longer about popularity in the middle class
It’s about huge manpower deployment
Gujarat VS
Elections 2012
LS 2004
Visa Rejected
LS 2009
Gujarat VS
Elections 2007
Sadbhavna
Mission
Self-driven
Propaganda
“Paid” Social Media unlike anywhere else

7. Heard about this man?
The Twitter Prime Minister.
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Bara
e
n th n.
ha
ger t ampaig
Big
ma c
Oba
k

8. Heard about this man?
The Twitter Prime Minister.

9. Social Flaming on Twitter

10. AND THIS COULD ALSO MEAN:

11. Fortune at the Bottom of the Pyramid
“Longtail” Economics

12. APAC will spend $35/user by 2016

13. Performance anxiety?

16. !

17. What Will You Pay Me For?
From here
To here
2010
The OMLogic Story
2013

18. What Will You Pay Me For?
From here
To here
2010
The OMLogic Story
2013

19. BE SOCIAL THE INDIAN WAY

20. India is sentimental

21. Cricket is religion

22. Sachin is God (of Cricket)

23. India is Bollywood

24. Religiously…

25. …and nationalistically reverent

26. Classic Advertising Principles Still Rule

27. And the old maxim still works. Differently.

28. Multi-Lingual and multi-cultural

29. Have respect for
Indian English.
It IS another
language after all.

30. Have respect for
Indian English.
It IS another
language after all.

31. Think globally, act locally
Global
Local

32. Be Glocal
Think Global,
Act Local
GLOCAL

33. HBOO7 – HBO India
HBOO7.com
Brief: Promote Bond festival on HBO
Idea: Bond girl is more popular in India than
Bond himself.
Solution: A 360 degree online solution
including a Microsite, Facebook Apps, TV
promotion and contests for promotion.
Result: 75K+ Fans increase in month, 2-X
engagement, huge traffic driven to microsite

34. Sustainable transport in Delhi / National
Capital Region

35. 24hrs in LeMans, France.
#AudiLeMans – 24 hours trending in India.

36. Travel portal Yatra.com plays cricket
Yatra Cricket Manager
Brief: Build Yatra.com’s association with
cricket
Solution: An online strategy game to manage
travel of Team India XI during the World Cup.
Interesting daily hurdles to optimise morale &
fitness of the team. Simulated Yatra.com
booking engine interface for the campaign.
Result: Customer is at home with the
Yatra.com booking engine. Association of
cricket with brand Yatra.com

37. Is Europe one country?

38. Neither is India

39. THANK YOU!