It has been impossible these days to escape the inevitable question: Are you or are you not buying the new toy from Apple—the 3G iPhone?
Surprisingly, there has been very little advertising to tout the benefits of the phone in the weeks to the launch. There is now some minimal advertising, largely in the “available now” mode. Most excitement has been whipped up through public relations, word-of-mouth publicity, news reports and Internet chats.
Viral marketing has never been used so effectively in India.
Steve Jobs and Apple have pulled off a trick that they are famous for in some other markets.
As inflation bites and the economy slows, perhaps more will follow.
If we have to place bets, they would be on the Tata Nano—another iconic product that nobody has been told about, yet everybody knows about. Let’s see what Ratan Tata does at the end of the year.