India has experienced an unexpected surge in market demand. In addition, the altered business environment is attracting more domestic and foreign players to the country. The initial success of 'Make in India' suggests an overflowing market. with both domestic and international goods, The Indian economy has remained stable, despite a GDP growth of 7.5 percent is expected this year. As a result, businesses are forced to rely on multiple channels of communication with the consumer. Customers develop a negative attitude toward traditional advertising as well. Everyone uses other traditional promotional methods, but eliciting a response is difficult. As a result, they look for alternatives to attract customers. Marketers now have a plethora of options thanks to the advancement of technology. Because of the interactive nature of the internet, internet advertising has grown in popularity. Customers also found it to be informative and trustworthy. However, in an emerging market like India, internet penetration in the rural market is very low, so internet advertising is insufficient to attract consumers. Another option that was widely used around the world was mobile advertising.
Srinivasa et al. (Wed,) studied this question.