Mobile Data & Custom Audiences: The Key to Winning on India Independence Day

On August 15, India’s nearly 1.4 billion citizens will celebrate the country’s annual Independence Day. 

Independence Day in India is steeped in tradition and ceremony, with a flag hoisting ceremony and an address by the Prime Minister, cultural programs and parades across all state capitals. 

Families take the opportunity to enjoy a long weekend and travel away from home, with kite flying a popular holiday activity around the country. Of course, the festive spirit puts people in the mood to shop, and retail brands across all verticals take advantage of the proud, relaxed Independence Day mood and boost in consumer spending with special offers and sales.

Independence Day: See Consumer Spending Rise

Marketing and advertising messages for the holiday often center around themes of independence, with Amazon India launching its annual “Freedom Sale”, and Paytm Mall, India’s largest ecommerce site, naming its holiday campaign the enticing “Freedom Cashback Sale”. In 2017, Bajaj Avengers motorcycle company came out with the hashtag #rideyourindependence, while Truebil, the online marketplace for used cars, recorded the Indian national anthem using the sounds of cars and other vehicles. 

Cars, clothes, mobile phones – brands across India and in all retail segments are jumping on the Independence Day bandwagon. Due to the huge increases in the number of people taking long weekend vacations, one of the most popular segments is travel and everything surrounding it – flights, hotels, car rentals and more.

To get an idea of the size and potential of the consumer market in India, take a look at our user segments in the travel vertical:

The sizeable user based in India, in the travel vertical and many others, provides an excellent opportunity for advertisers to customize ad campaigns and capture a slice of the consumer pie. One way to do this is by creating custom audiences based on the interests and behaviors of Indian consumers, and targeting those segments who represent a potential audience for the product/service offered by the advertiser. This is where StartApp comes into the picture.

Deep Dive into Independence Day Customer Segments

Based on its SODA first-party user data platform, StartApp can cluster custom audiences for specific campaign needs, based on demographic data, city, language, or interest. StartApp’s data dive can get even more granular – with the capability to target users by top apps or brands that are popular around Independence Day.  Courtesy of our India based team, here are some top recommendations for custom segments that can be identified and targeted for India Independence Day campaigns on the StartApp mobile network, or sent to the DMP of your choice:

    • Young parents from India who shop online at Amazon / Flipkart / Myntra / Jabong
    • Users from (any city) who book trips with OTAs, like MakeMyTrip / GoIbibo
    • Users who rent cars with ZoomCar
    • Users who have the Paytm app to pay from their mobile device
    • And many more.

Data buyers can access our prepackaged India segments on Adobe Audience Manager, Google DV360 (via LiveRamp), and Lotame.  

To all our Indian readers, Happy Independence Day! Stay tuned for our recommendations for the next festive holiday in India – Diwali, which is coming up in October.

In the meantime, you can find out more about the capabilities of our SODA user data platform in previous blog posts

Want to get more information on the best custom audience for you? Get in touch with

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