A tweet from BudweiserIndia read, ‘ How are you coping with your # Monday Blues! Keep your # Buds close and watch them disappear!’  This is a tweet promoting beer consumption. As such, liquor products ads are banned, but these companies make use of the social media. Diageo, King Fisher of the UB Group, Budwiser, Tuborg, SAB Miller, Johnnie Walker are all active on Face book and Twitter. Smirnoff India, a Vodka brand tweeted, ‘ You don’t need an occasion to gift someone gold! Treat your friends to the royal taste of Smirnoff Gold toaday.’

Companies target their ads properly, for instance, a pizza company pings about them at lunch time or just before supper. Home decor companies are active in the afternoon to target the office goers. As against this, TV  and print advertising is generic. Mapped browsing facilitates, the assessment of consumer behaviour by using analytics. Consumers leave a digital footprint behind as they browse. These marketing tracks are valuable for one-to-one targeting. In industry, close to 15 per cent of ad budgets are shifting towards digital advertising.