“Mobile is a primary device but mobile is also an extremely private device. Mobile is a very personal space so I don’t think that a lot of the rules that apply on desktop or tablets will probably work on the mobile. So apps are very tough to do on mobile since people rarely go beyond the home screen,” shared Prashanth Challapalli, Senior Vice President and Digital Head at iContract at Contract Advertising, in a recent interaction with me on a Friday afternoon at his Mumbai office.
Prashanth, who has been in the industry for more than 16 years now, has completed a year as the Digital Head at iContract. In the first part of the conversation he talked about his early days and what it was like growing up in a home where movie celebrities visited for lunch or dinner. He then shared about his professional journey.
Prashanth has always been a content player and in the same context, he talks about the quite popular and one of iContract’s biggest digital campaign of this year – Slice Swayaamvar campaign. Click on the below video to watch and listen to his candid thoughts:
In this second part of the video conversation, he shares his thoughts on mobile marketing and the challenges that mobile poses for marketers right now. “In the early 90’s, a lot of MNCs came to India as it had 500M middle class and it would be easy to crack that. The same sort of philosophy applies to mobile but it isn’t easy to crack it because the psychology of mobile is very different. Unless we crack that psychology and cracking content only, may not get you results.”
Click on the video to watch and listen to some more interesting views from Prashanth Challapalli on mobile marketing: