Nightlife in the Sunshine sector

Globalisation means increasing numbers of Indians are working late into the night to serve the developed economies. Many of them are extremely attractive for advertisers: young and educated, with large disposable incomes. Yet their unusual lifestyles make them diffi cult to reach. Manish Aggarwal explains how advertisers can learn from the challenge that night workers have posed Indian marketers.

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Context

Internet penetration rose to 63% in Dec 08 according to the latest Comreg figures. Of all those accessing the net, only 24% do so at work, compared to 82% at home. Laptop ownership is driving the increasing reliance on mobile broadband devices.

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