Google earmarks Rs 100 crore for Android One campaign

MUMBAI: Google has earmarked Rs 100 crore for advertising and marketing of Android One smart phones in India, two senior officials of the Internet giant and its media agency Maxus said.

It launched a high-decibel advertising campaign with tagline ‘ Apni kismet, apna haath’, created by Ogilvy & Mather, across different media platforms on September 15.

While the spokesperson of Maxus declined to comment, a top official of the agency said the Android One campaign will be rolled out in several phases. “The primary mandate is to get the traction in urban areas and then go deeper,” the person said.

On September 16, Google did a roadblock for 24 hours on Zee Television network channels. “The duration of a show is usually 23-24 min, which we extended to 27 min. We used the balance time to get into one exclusive ad break for Android One every half an hour,” said the Maxus official.