India not yet affected by Viral campaigns???

Well this thought about Indian buzz marketing agencies came to my mind when I was writing an Integrated Marketing Communications exam yesterday. It had this interesting question on the Levis Buzz in the US and as I got back home after the paper I came across a couple of banners based on the same Levis buzz, this forced me to search about buzz marketing in India.

That’s when I came across ‘The Flea’, India’s first non-traditional communication consultancy, in other words India’s first buzz marketing agency. Interestingly they have JUST 8 members who work for the agency!, 5 in India and 1 each in Houston, Brisbane & St Louis. Whats more they’ve handled viral campaigns for more than a handful of big clients and to mention a few of their popular campaigns:

• vote for Taj
• India Today
• Star Tv
• Malaysian Airlines

Flea believes the following few simple rules are important to creating a successful viral campaign:

• Provide Something worth talking about
• Identify and reach out to influential individuals and communities
• Provide something worth talking about
• Identify and reach out to influential individuals and communities
• Motivate people to pass along the marketing message
• Make it easy for people to participate in the campaign
• Have on-line and off-line component
• Don't have unrealistic expectations about direct sales, but create long-term passionate users.

So the next time u want to create a buzz campaign in India. Remember your buzz can fly like the flea only with ‘The Flea’! ;)