Mobile, engaging content are key to digital campaigns in India

01/2/2012 | Business Standard (India)

Sony Music's digital campaign to promote a song in Tanglish (Tamil English) has generated a huge response across India, particularly on mobile devices. The campaign also illustrates what it takes to produce effective mobile marketing, starting with compelling content that rewards users who are increasingly impatient and demand the latest content instantly. And in India, with its limited broadband access, mobile is key to reaching a wide audience.

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