Marketing online media products in under-penetrated markets

This Google Search India ad has been making a stir on social media. Lovely piece of storytelling , touching some real emotional chords and all nicely linked to - and selling ! - the product. Fine work.

Interesting to see this communication from Google. The huge and  very under-penetrated Indian market presents a dream growth opportunity they will tap into and educating current non-users is a good first step. 

I can see similar parallels for the MENA region , particularly in Saudi Arabia and Egypt. There is especially much to be gained in KSA with its higher per capita purchasing power and relatively more developed infrastructure. While in markets like India and Egypt many , perhaps even most , non-users are from socioeconomic strata low enough to be permanently deprived of internet access (including due to illiteracy) , in KSA it would be more about habits and mindsets which can be actively addressed to unlock value. 

In all three cases , two points stand out.
1. Increasing mobile access including new,first time users bypassing the PC altogether.
2. Language. The case for Arabic is obvious enough but in India too vernacular content development will be critical to grow penetration.

Meanwhile , a report on the massive e-commerce growth in China. Incredible ! (Read here)