New Categories Seeking Mindspace

What happens when a company from a category does mass advertising (TV, Print, Radio) for the first time (especially on prime time)? It creates space for the category in the consumers minds. We are seeing two such categories going mainstream currently in India and its a big deal for business segments which are so far dominated by brick and mortar business (software services being the exception and they have hardly gone mainstream!).

1. Education Technology – Educomp with their mainstream media (read TV) ads in the past few weeks have suddenly created a category recognition for everybody in the education technology space. Now, every time I talk about education technology people smile back at me knowingly, some ask – “like educomp?” This move by educomp has a potential to create a “generic” brand identification with education technology in India for them and I guess that is what they intend to achieve. However, at the same time it has helped create a business segment for all the other players to identify with in the market.

2. Ibibo – social gaming has come of age with ibibo doing a major splash on TV, Radio and Newspapers inviting one and all to play with each other. Not only are they roping celebrities to invite people, they are also running “on-the-edge” titillating ads on prime time.

So, what do you think? Sign of interesting things to come?

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