MAM
Harnessing geotargeting and personalisation in mobile marketing
Mobile marketing in India has turned to another peak in 2024 owing to its rapid transformation within the geography. More than 1.2 billion people own mobile devices, and the uploading rates of mobile phones in tier two and three cities are very high. Complex geo targeting practices along with other types of individualised messages allow advertisers to extend their coverage of consumers. Such global shifts allow brands to reach their audiences and fulfill their marketing strategies in new, location enriched, yet personalised ways.
However, India’s mobile marketing tactics have to cater to the country’s multidimensional cultural fabric. AI alongside machine learning has made it easier for marketers to identify and segment their audience accurately. Companies, for example, provide specific community based marketing wherein language, shopping habits, app usage, and preferred payment methods are taken into account in all communications. For instance, the same active campaign can execute offering Bengali promos at the time of Durga puja in Kolkata and different promos for Navratri in Gujarat at the same time.
After the implementation of India’s Digital Personal Data Protection Act 2023, new legal regulations have changed the way marketers sought to collect and use consumer’s data. Campaigns today manage to do this better than the past, by being personal yet respecting consumer’s privacy. Brands have begun to place emphasis on ethical data collection by adopting opt-in policies for geolocation sharing, as well as giving users options on how much data they want to share. This notion of privacy has now shifted from simply being a policy to being a key factor in generating consumer confidence.
Such geotargeting and personalised marketing techniques have already begun to yield positive results in various industries. Lunch promotions at office buildings are being employed by quick service restaurants, retail stores are presenting local customers with available items in their vicinity, while e-commerce sites are showing people when their orders in their area will be delivered and the products that are most appropriate for them. Even banking applications have jumped on the band wagon, advising users on available ATMs in their vicinity, with the maximum amount of cash that they can withdraw from the machine automatically determined by the specific user’s account activity and preferences.
With 85 percent of users relying on smartphones to access services, 65 percent accessing the internet, and social media via mobile platforms, it is no wonder that campaign planning in India takes a different perspective than in other countries. Most of the successful campaigns today include installation of progressive web apps for better and forward client engagements through searching in voice for a specific region, automatically crafting conversations through information available on WhatsApp, and embedding augmented reality content to be accessed geographically. Such features are critical in countries where the availability of particular networks can be limited and where the specs of devices being used are unlikely to be the same.
Taking such an approach, marketers experience blockades which relates to data being orthodox regarding Indian audiences, applicable network connectivity standards, device fragmentation and cultural factors. Nevertheless, answers are coming through operational-grade data availability, offline-first approach and extensive compatibility requirements and relevant professional for the market engaged to the content being presented. Metrics have also changed and mobile geo-conversion metrics, app stickiness, geo revenue per user and language friendliness responsiveness have come on board.
Predictions for 2024 are optimistic, as businesses expect AI to map the location of their customers and persuade them efficiently across channels. Advanced biometric identification and blockchain technologies promise increased data protection without compromising on relevance. It is already apparent that performing accuracy checks on the data, testing campaigns in bunches and smaller biogeographical areas, and being mindful of the shifts in the audience will be the end goals in the land battle of mobile marketing.
By the end of 2024, marketers will need to combine marketing automation and effective geo-fencing solutions to provide targeted marketing in mobile channels in India. On the other hand, locations and cultures must attract marketers who are sensitive. In this scenario, the future is portrayed in a very optimistic light – the end belongs to those in mobile marketing who can understand the nuance of the country, where heavy personalisation is welcomed not as an intrusion but an enhancement.
The article has been authored by NetSetGo Media global business head Abhishek Tiwary.
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
