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India : Case Studies
Nowhere is the social media market more paradoxical than in India. With a low Internet penetration rate(figures range from 5 - 15%), one would expect the social media market to be a forgone entity in India. However, the opposite is true. India is amazing in the truly diverse nature of its Internet and mobile use. You can walk up an ordinary street in any city and notice the spectrum of media audiences with your own eyes: the poor who have not even heard of the Internet but have mobile connections anyway; the middle-aged white- and blue-collar workers who're still grappling with web 1.0; finally, you end up with a wide range of people who're so tech-savvy that they'd give the best in the world a run for their money: start-ups that specialise in social media, geeky teens and even large conglomerates that seem to have suddenly woken up to the power of social media. Those low internet penetration rates may put off a number of companies from investing in social media; however, two things must be borne in mind while thinking about Internet and Indian audiences:
- The low penetration rate still translates into huge numbers because of the large population of India which is close to 1.2 billion. Hence, even if we assume that there is only a 5% penetration rate in India, the total number of people able to access the Internet comes to around 60 million!
- Most surveys of Internet penetration rates take into account people who use the Internet via broadband or dial-up connections. However, a vast number of people actually access the Internet through their mobile phones also. These numbers cannot be reliably detected but they do make up a sizeable chunk of the population. Moreover, considering that 10 million new mobile connections are added every month (on average) the target audiences will increase exponentially.
| Contents |
| #1 The Pink Chaddi Campaign |
| #2 Sunsilk Gang of Girls |
| #3 Mumbai Terrorist Attack |
| #1 The Pink Chaddi Campaign |
Provocative, risque yet superbly effective, the Pink Chaddi (underwear) campaign has the caught the imagination of the youth of India and has grown rapidly via just word-of-mouth and Internet activism.
It is a nonviolent protest movement launched in February 2009 in response to notable incidences of violent conservative and right-wing activism against perceived violations of Indian culture, when a group of women were attacked in a pub in Mangalore.To counter the disturbing trend of right-wing Hindu thugs beating up women going to pubs or wearing clothes they don't approve of, Bangalore-based Alternative Law Forum (ALF) has launched a satirical campaign to support India's "Pubgoing Loose and Forward Women". The Pink Chaddi Campaign asks women to send pink chaddis (underwear) to the ALF to forward to one of the bullying organisations, the Shri Ram Sene, which threatened to attack couples found celebrating Valentine's Day.
Active support, especially from college students, ensured that the campaign received widespread media coverage and the Facebook group saw numbers of members growing exponentially in the following days.
| #2 Sunsilk Gang of Girls |
Gang of Girls is a sucessful online girls' community created by Sunsilk in India and the Philippines.
Sunsilk, renowned for its product development initiatives saw stiff competition from new players in the shampoo market. As a result, it decided to engage the end-users directly instead of offering freebies and price-cuts. Leveraging on the fact that Sunsilk already had an existing site, it started a special forum seeking to engage girls in the age group 18-25 and provided them with an active forum to discuss their hair-related issues. As a result, it managed to create a special bond with the younger audience which could relate with the company as well as were grateful for an online forum where they could gang up with an exclusive community of girls and get solutions to their problems.
The site had over 5 lakh registered users in 6 months, 30000 gangs and an average user spent 28 minutes on the site.
As they say in the FAQs"Pining together for that perfect pair of shoes, heated debates over low-cal food, collective knees going weak over Bon Jovi. That's what 'girl' bonding is all about. There's something very special about the time a girl spends with her girlfriends.Sunsilk ‘Gang of Girls' enables girls across the world to connect with one another and have a lot of 'girly' fun."
It includes a tie up with theKolkata Knight Riders cricket team,Get Fit the Cheerleader Way, and Makeover Machine.
| #3 Mumbai Terrorist Attacks |
Late on November 26, 2008, India was shaken by a series of terrorist attacks across ten prominent locations in Mumbai, India’s cultural and financial capital. Most prominent of the co-ordinated attacks across Mumbai was the siege of Taj Mahal hotel. These attacks and the long-drawn battle against the terrorists inside the hotel drew a spirited response from the citizens who got actively involved over the Internet writing blog posts, taking pictures and shooting videos of the latest happenings thus keeping the entire country continuously updated. Social networks such as Twitter and Facebook saw increased activity as continuous updates were posted and information exchanged.
To read a detailed case study of the attacks, click here.
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, Nov 13 2009, 2:35 AM EST
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| JosephineIda | Free Wedding Website | 0 | Sep 4 2009, 8:36 PM EDT by JosephineIda | ||
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Thread started: Sep 4 2009, 8:36 PM EDT
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