The first one is about Positive Control, showing us that we have more to spend on the digital mnedia, spending just 5% against 14% worldwide which itself is less than half the money it deserves at a final stable state ( and Accenture Insights and Mckinsey knowledge Institute do agree as well, if it matters ) of 30% of global consumer spend on advertising. For the Worlds Top 10 FMCG and Non Durable Consumer Goods brands that would probably translate into $300 million digital spend for a $1 bn year ( J&J, Nestle, P&G, Coke)  Out of this $300 million probably $100 million for the India leg, once we have all agreed to divvy up the net by geography for the related brand spend. That is $100 million for digital medium alone another $120 million for big brother China, when now P&G';s mega hygiene factors launch itself was a total of $500 million over 12 months in India today.

Marketing spends in  India will undoubtedly grow as one of the last refuge of brands after the dull showing in US domestic markets consumption related ad spending and a total white labelling of Europe. Thence, the second question of the step motherly treatment meted to world sport like Soccer in India and presumably in the US too, but then we at hotshots are entirely focused on India. A few caveats that got shot in the earlier draft by various instances of lightning, power cuts and even the rains, these digital properties seemingly attract a lot of fiduciary interest not only from genuine readers who like to do  catch up and proffer their opinion, but also many that have come into the habit of treating this like a "Digital Classroom" which it is not.

If you go to the new developing digital properties like Campaign India, visibly so, Campaign India hat has Anant Rangaswami hanging on to such empirical evidence that is famously positive impact on brands and marketing trends, one gets a whiff of the strong impact world cup soccer was able to make on brand spend, albeit from traffic patterns in downtown mumbai during the june monsoon as evidenced  onei days of the big matches. Read Anant's blog here. India remains a land partial to opinion and newspaper middles famously paradoxical or litteratteur previews in the TOI and nowadays DNA and even vernacular media properties. This edition of the cup did leave us wanting on many big matches but nevertheless, sports remain as much a part of global marketing in the next few years as India and China. 

However not much is happening in Indian advertising after new bank campaigns of even 5 years vintage now and the inevitable trooping to that Riviera resort where Lions were being handed out even as the African Safari beat pockets to distraction. We are still left with the aftertaste of a protection economy with a lot of awareness campaigns and the American McDonalds' becoming staple diet, now trying to out do Pizza in office lunches in its latest happy price take off on the boss chic and the date seeking office character from Hitch