While I was pleasantly surprised with the adoption of the virtual worlds, the really high end of technology communication spectrum in India, for a brand campaign, I still am skeptical about its reach in terms of target audiences.
Truth be told, I have not seen a credible statistic relevant to India yet which comprehensively sells Second Life as a mass communication option given the limited bandwidth in most offices which is required for seamless streaming and a fuller experience.
Also, is there a India specific statistic on the potential of virtual worlds which gives out audience and demographic details in terms of usage along with companies which are sucessfully utilizing this tool to reach out to their target users.
Here’s a quote by Siddharth Banerjee, CEO, Indusgeeks Solutions on partnering with TTSL:
“We are thrilled to partner with TTSL and create a benchmark initiative. TTSL has demonstrated true thought leadership in the domain of digital marketing by using this interactive, immersive, 3D medium to convey its brand story. Indusgeeks is glad to be partnering Tata Indicom in this first initiative of its kind in the Indian context.”
The story ends with the expected caveat:
It will be worth a wait to see whether Tata Indicom is able to pull off a success story with Second Life, a phenomenon that is yet to grip the Orkut-Facebook crazy Indian youth.
Nevertheless, am glad that new media and virtual worlds are on the radar of brand communication consutants for effective and holistic marketing campaigns.
Afaqs article: Tata Indicom gets a Second Life [Link]