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Brief Published: 28 Nov 2016

M&C Saatchi Targets India’s Mobile Consumers

Global full-service mobile marketing agency M&C Saatchi Mobile has opened offices in New Delhi and Bangalore.

Earlier this year, India's 275 million subscribers replaced the US as the second largest smartphone user base in the world. By 2020, the country is expected to surpass one billion mobile phone users (GSMA, 2016), and its online retail market is projected to grow to $63.7bn annually (Worldpay, 2016). With these penetration rates and nearly 70% of India's population being under the age of 35, compelling mobile formats will prove crucial to marketing to its consumers.

International drinks giant Diageo's latest responsible drinking campaign offers a recent example of immersive mobile content. Its spirit brand Johnny Walker teamed up with Samsung to create the mobile virtual reality (VR) experience Decisions. The four-minute story puts the viewer in the middle of a three-way collision caused by drink driving – but not before getting to know all six characters involved in the incident. The experience is accessible via Facebook 360, YouTube 360, and The New York Times' mobile VR app, and is compatible with all current consumer VR headsets.

For more on the growth directions of mobile content, see our Pop Culture Round-Up: October 2016 and State of Mobile: Summer 2016.