2-min video: Indian marketers don't understand 'virality' – Roopak Saluja

The propensity of taking risks is low in India and hence, viral marketing has not taken off here, believes the Founder & CEO of The 120 Media Collective

by Priyanka Nair
Published: May 14, 2013 7:48 PM | 1 min read

2-min video: Indian marketers don't understand 'virality' – Roopak Saluja

‘Virality’, as digital experts would like to call it, is digital era’s that tool which can make or break a communication plan. Viral marketing globally has generated a lot of excitement. Brands today are working towards creating content that is engaging and shareable to create the ‘virality’ formula.

In India, though brands have started experimenting with this kind of marketing, there aren’t any significant campaigns that have set an example. Having said this, Indian movie marketers have used viral marketing very interestingly as a part of their communication plans.

In a conversation with exchange4media, Roopak Saluja, Founder and CEO, The 120 Media Collective, shares reasons that are holding back marketers from diving into viral marketing. Saluja is of the opinion that the propensity of taking risks is low in India and this is one of the main reasons why viral marketing has not taken off.

Watch the video to know more on Saluja’s views