Missed call has become part of daily life in India as a proxy for a pre-decided short message like “thinking of you” or “call me back” and often morph into modern-day Morse codes
August 19, 2013 Leave a comment
Mobile advertising in India: Marketing a missed call
Aug 17th 2013, 8:30 by A.A.K. | MUMBAI
A TELEVISION advertisement in India for a mobile-phone operator opens with four friends staring forlornly at their car’s smashed windshield. “Call the police,” mutters one. His friend whips out a phone, dials for help and promptly hangs up after one ring. Others look at him quizzically. “I’ve given them a missed call,” he says sheepishly. “They’ll call back.” Everyone, incredulous, rolls their eyes in his direction, as the voiceover encourages viewers to switch to the operator’s dirt-cheap call rates.
The ad, in good humour, portrays how the missed call has become part of daily life in India. According to one estimate, 65% of India’s 860m mobile subscribers prefer it to a quick call. It is a proxy for a pre-decided short message like “thinking of you” or “call me back”. Missed calls often morph into modern-day Morse codes too. Roadside tea vendors routinely accept dropped calls from nearby mom-and-pop stores as a nudge for service; newspapers use it to urge customers to renew subscriptions; and bank balances can be requested the same way. Read more of this post






