Digital ad campaigns will drive Denstu's next big initiatives in Indian in the coming months as the Japanese major's Indian arm firm up plans to press the accelerator on promotions that are tailored to mobile technology platforms.
"The next big leap in India's advertising world will come in the area of digital space. We have specific plans to scale up our operations in this area where we will draw upon our expertise and experience from our offerings in Japan," said Rohit Ohri, executive chairman, Dentsu India Group.
Mobile phones are now used by more than three out of four Indians, while there are more than 60 million Facebook subscribers from India, adding 2 million new members a month.
If mobile phones have democractised communications by dismantling class barriers, social media - epitomised mainly by social network Facebook, microblogging site Twitter, online videosite Youtube and professional networking site Linkedin - is proving to be the logical next step for staying connected in India.
Social-media friendly smart phones, which bring the browsing power of the Net to your palmtop, can be bought for as little as Rs 5,000.
"For advertisers, the biggest challenge will be on how to most optimally use the mobile phone for building a brand," Ohri said.
Smartphone sales crossed 20 million in 2012 and are set to double this year as telecom operators roll out 4G services.
Dentsu has recently launched "iButterfly" in India, first launched in Japan in 2010, as a "Coupon Entertainment" platform using mobile application.
"Some of the world's largest brands have used iButterfly - Samsung, Reebok, Starbucks, Dove, to name a few, have all found immense value in connecting the end consumer via this medium," said Ohri.