Indian car companies are increasingly turning towards cellphones and the internet to advertise their products. According to latest estimates by Carsonlite, mobile phone advertisements constitute 31 per cent buying decisions among Indians, which is a lot higher than the global average of 8 per cent. Also, the number of car buyers who evaluate models on the internet before making final purchase decisions is increasing rapidly. The phenomenon is known as pre-shopping, and is critical in influencing buyers’ decisions.

In India, approximately 22 per cent customers are influenced by website banner advertisements, while the global average is only 10 per cent. Industry analysts believe that digital ads allow greater interactivity between the potential customer and the product or the brand, and are thus becoming extremely popular. Digital media also serves as a convenient way for auto companies to receive feedback from customers.

This, however, does not mean that conventional advertising media like the television and print ads are no longer important. These too continue to be significant, and influence 30 per cent car buyers in the country.