A LOOK INTO

IN INDIA

By Ankisha Rana

ACHIEVING VIRALITY

1

VIRALITY

It is a method to pass along the

message to other people. It is a system to diffuse marketing

information

1SOURCE: INTERNET-INDUCED MARKETING TECHNIQUES: CRITICAL FACTORS IN VIRAL MARKETING CAMPAIGNS, 2008

2

ACHIEVING VIRALITY?

EMOTIONAL EXPERIENCE

2SOURCE: FORWARDING VIRAL MESSAGES: WHAT PART DOES EMOTION PLAY?, 2006

3

THE PROBLEM

Indian consumers are way ahead in

adopting to new technology than

the marketers.

Viral Marketing is by nature

uncertain and can backfire if not

used properly.

3SOURCE: INTERVIEW WITH INDIAN MARKETERS; MINDCOMET 2006

ADDRESSING THE PROBLEMWith an understanding of

44SOURCE: INTERNET-INDUCED MARKETING TECHNIQUES: CRITICAL FACTORS IN VIRAL MARKETING CAMPAIGNS, 2008; KAPLAN AND HAENLEIN (2011),

6

METHODOLOGY & LIMITATIONS

• Sample size

• Demographics

Research Interviews Survey

6

5

WHAT CHANGED?

Consumers’ attitudes toward

marketing transformed

Brands expected to design

creative messages

Brands in India take on

online video advertising

Balance of control moved

from marketers to consumers

Content consumption in India

driven by smart phones.

Virality perceived as more of

an art than a science

5SOURCE: HOW TO CATCH ON TO VIRAL MARKETING, 2001; MCKINSEY&COMPANY 2011; FUTURE OF DIGITAL CONTENT CONSUMPTION IN INDIA, 2016;

7

LET’S HEAR THE MARKETERS

Chief Creative Officer

SapientNitro India

National Head- Planning,

McCann Erickson India

• Entrepreneurs want to go by intuition and gut feeling

• Marketers lagging behind the consumers in technology

• Brands need to be ahead to emotionally sway the audience

• 90% audience wants positiveexperience

• Tons of market data available but it doesn’t get applied

• Int. brands express big emotion as per cultural relevance

• Less video reach so minimum thought in video content

• No set formula to achieve virality

7

7

THE CULTURAL ENIGMA

8

https://www.youtube.com/watch?v=zlA9tXYxD8g

https://www.youtube.com/watch?v=1UvPZ8fD4B8

https://youtu.be/nDjf5w9ZecA https://www.youtube.com/watch?v=F82W3tKtr8c

https://www.youtube.com/watch?v=NjB5LYTXgto https://youtu.be/scWpXEYZEGk

7

THE CULTURAL ENIGMA

9

More receptive Appreciate creativityHigher video ratings More loyal to brands

8

SURVEY FINDINGS

10

59.30%

52.80%

55.60%57.40%

57.40%

Ambition

Broad-mindedness

HelpfulnessHonesty

Love

8

SURVEY FINDINGS

11

0

10

20

30

40

50

60

70

Strongly Disagree Disagree Neutral Agree Strongly Agree

Proactive Enjoyable

Informative Useful to others

Useful to me Useful to my friends

Imp. To society Intensive

Reflects my taste First 5 seconds

8

SURVEY FINDINGS

12

35%

31%

9%

7%

13%

5%WhatsApp

FacebookTimeline

Messenger

Snapchat

Show on Phone

Don't Share

36.10%

0.90%

54.60%

45.40%

16.70%

Made me likethe brands

Made me dislikethe brands

Didn't change myperception

Notice the brandmore

Buy from thebrand

INSIGHTS

413

14

RECOMMENDATIONS

This study provides research significant for Indian marketing practitioners.

And highlights the value of specific approaches to achieve virality in India.

NAMASTE