Industry experts believe mobile advertising and localised content may be the best way to reach India's masses, particularly in rural areas since nearly “every farmer has a mobile,” according to Alyque Padamsee, vice president of AP Advertising.

Mobile advertising may be a way to establish a brand's name in rural areas and “will pick up more than TV commercials in the near-future,” Padamsee told the Hindu Business Line.

Firms like Hindustan Unilever already entered the mobile ad market by sending out text messages.

“Now other companies are following suit. The high level of mobile penetration provides immense opportunities for advertisers,'' said Padamsee, the Business Line reported.

Piyush Pandey, executive chairman of Ogilvy and Mather, pointed out that companies might have to customise advertising and make it into local dialects, so as to reach a greater number of rural citizens, according to the Business Line.

“We need to utilise the native intelligence and involve people from the local areas for such campaigns to get the best possible advantage of local knowledge,'' said Pandey.

According to Business Line, there is a potential for growth in rural parts of India if the right advertising tools are used.