case study related to digital india

Digital India: Technology to transform a connected nation

With more than half a billion internet subscribers, India is one of the largest and fastest-growing markets for digital consumers, but adoption is uneven among businesses. As digital capabilities improve and connectivity becomes omnipresent, technology is poised to quickly and radically change nearly every sector of India’s economy. That is likely to both create significant economic value and change the nature of work for tens of millions of Indians.

In Digital India: Technology to transform a connected nation (PDF–3MB), the McKinsey Global Institute highlights the rapid spread of digital technologies and their potential value to the Indian economy by 2025 if government and the private sector work together to create new digital ecosystems.

TABLE OF CONTENTS

India's consumers are taking a digital leap, uneven adoption among india's businesses has opened a digital gap, measuring the potential economic impact of digital applications in 2025, building digital ecosystems that connect, automate, and analyze, what are the implications for companies, policy makers, and individuals.

By many measures, India is well on its way to becoming a digitally advanced country. Propelled by the falling cost and rising availability of smartphones and high-speed connectivity, India is already home to one of the world’s largest and fastest-growing bases of digital consumers and is digitizing faster than many mature and emerging economies.

India had 560 million internet subscribers in September 2018, second only to China. Digital services are growing in parallel (Exhibit 1). Indians download more apps—12.3 billion in 2018—than any country except China and spend more time on social media—an average of 17 hours a week —than social media users in China and the United States. The share of Indian adults with at least one digital financial account has more than doubled since 2011, to 80 percent , thanks in large part to the government’s mass financial-inclusion program, Jan-Dhan Yojana.

To put this digital growth in context, we analyzed 17 mature and emerging economies across 30 dimensions of digital adoption since 2014 and found that India is digitizing faster than all but one other country in the study, Indonesia. Our Country Digital Adoption Index covers three elements: digital foundation (cost, speed, and reliability of internet service); digital reach (number of mobile devices, app downloads, and data consumption), and digital value, (how much consumers engage online by chatting, tweeting, shopping, or streaming). India’s score rose by 90 percent since 2014 (Exhibit 2). In absolute terms, its score is low—32 on a scale of 100—so there remains ample room to grow.

Public- and private-sector actions have driven digital growth so far

The public sector has been a strong catalyst for India’s rapid digitization. The government’s efforts to ramp up Aadhaar, the national biometric digital identity program, has played a major role. Aadhaar has enrolled 1.2 billion people since it was introduced in 2009, making it the single largest digital ID program in the world, hastening the spread of other digital services. For example, almost 870 million bank accounts were linked to Aadhaar by February 2018, compared with 399 million in April 2017 and 56 million in January 2014. Likewise, the Goods and Services Tax Network, established in 2013, brings all transactions of about 10.3 million indirect tax-paying businesses onto one digital platform, creating a powerful incentive for businesses to digitize their operations.

At the same time, private sector innovation has helped bring internet-enabled services to millions of consumers and made online usage more accessible. For example, Reliance Jio’s strategy of bundling virtually free smartphones with mobile-service subscriptions has spurred innovation and competitive pricing. Data costs have plummeted by more than 95 percent since 2013 and fixed-line download speeds quadrupled between 2014 and 2017. As a result, mobile data consumption per user grew by 152 percent annually—more than twice the rates in the United States and China (Exhibit 3).

Global and local digital businesses have recognized the opportunity in India and are creating services tailored to its consumers and unique operating conditions. Media companies are making content available in India’s 22 official languages, for example. And by tailoring its mobile payments and commerce platform to India’s market, Alibaba-backed Paytm has registered more than 100 million electronic “Know Your Customer”-compliant mobile wallet users and nine million merchants .

The pace of growth is helping India’s poorer states to narrow the digital gap with wealthier states. Lower-income states like Uttar Pradesh and Jharkhand are expanding internet infrastructure such as base tower stations and increasing the penetration of internet services to new customers faster than wealthier states. Uttar Pradesh alone added close to 36 million internet subscribers between 2014 and 2018. Ordinary Indians in many parts of the country—including small towns and rural areas—can now read the news online, order food delivery via a phone app, video chat with a friend (Indians log 50 million video-calling minutes a day on WhatsApp), shop at a virtual retailer, send money to a family member using their phone, or watch a movie streamed to a handheld device.

Despite these advances, India has plenty of room to grow. Only about 40 percent of the populace has an internet subscription. While many people have digital bank accounts, 90 percent of all retail transactions in India, by volume, are still made with cash. E-commerce revenue is growing by more than 25 to 30 percent per year, yet only 5 percent of trade in India is done online, compared with 15 percent in China in 2015. Looking ahead, India’s digital consumers are poised for robust growth.

We surveyed more than 600 large and small companies in India to gauge the level of digitization in various sectors as well as the underlying traits, activities, and mind-sets that drive digitization at the firm level. We used each company’s answers to score its level of digitization and then ranked them in the MGI India Firm Digitization Index. Companies in the top quartile, which we characterize as digital leaders, had an average score of 58.2 (relative to a maximum potential value of 100), while those in the bottom quartile, the digital laggards, averaged 33.2. The median score was 46.2. A higher score indicates that the company is using digital in its day-to-day operations more extensively (implementing CRM systems, accepting digital modes of payments, etc.) and in a more organized manner (having separate analytics team, centralized digital organization, etc.) than the ones with lower scores.

Our survey found that, on average, leaders outscored others by 70 percent on strategy, 40 percent on organization, and 31 percent on capabilities (Exhibit 4).

Differences within sectors are higher than those across sectors. While some sectors have more digital leaders than others, top-quartile companies are found in all sectors—even those considered resistant to technology, such as farming or construction. Conversely, sectors with more leaders, such as information and communication technology, still have companies in the bottom quartile.

However, India’s digital leaders generally do share common traits in terms of the following areas:

• Digital strategy: Leaders are 30 percent more likely than bottom-quartile companies to fully integrate digital and global strategies and 2.3 times more likely to sell on e-commerce platforms. Leaders are 3.5 times more likely to say digital disruptions led them to change core operations and 40 percent more likely to say digital is a top priority for investment.
• Digital organization: Leaders are 14.5 times more likely than bottom-quartile companies to centralize digital management, and five times more likely to have a stand-alone, properly staffed analytics team. Top-quartile firms are also 70 percent more likely than bottom-quartile firms to say their CEO is “supportive and directly engaged” in digital initiatives.
• Digital capabilities: Leaders are 2.6 times more likely than bottom-quartile firms to use digital tools to manage customer relationships and 2.5 times more likely to use digital tools to coordinate the management of their core business operations.

The gap between digital leaders and other firms is not insurmountable. In some cases, even when the gap is large, lagging companies may be able to begin closing it by digitizing in small, relatively simple ways. Social media marketing is a good example. While bottom-quartile firms are much less likely than leaders to use social media, e-commerce, or listing platforms, each of these channels is cheap and easily accessible and there is little to stop a business owner with a high-speed internet connection and a smartphone from taking advantage of them.

For now, large companies (defined in our survey as having revenue greater than 5 billion rupees, or about $70 million) are more likely to have the financial resources and expertise needed to invest in some advanced technologies, such as artificial intelligence and the Internet of Things. But growing high-speed internet connectivity and falling data costs may soon make some of these technologies available to small-business owners and even sole proprietors.

Indeed, our survey found small businesses are ahead of big companies in terms of accepting digital payments: 94 percent accept payment by debit or credit card, compared with only 79 percent of big companies; for digital wallets the difference was 78 percent versus 49 percent.

Our survey found 70 percent of small businesses use their own websites to reach clients, compared with 82 percent of big companies. Small businesses are less likely than big companies to buy display ads on the web (37 percent versus 66 percent), but they are ahead of big companies in connecting with customers via social media, and more likely to use search-engine optimization. More than 60 percent of the small firms surveyed use LinkedIn to hire talent, and about half believe that most of their employees today need basic digital skills. While only 51 percent of smaller firms said they “extensively” sell goods and services on their websites (compared with 73 percent of big businesses), small businesses use e-commerce platforms and other digital sales channels just as much as large firms and are equally likely to receive orders through digital means like WhatsApp.

Companies that innovate and digitize rapidly will be better placed to take advantage of India’s large, connected market, which could include up to 700 million smartphone users and 840 million internet users by 2023. In the context of rapidly improving technology and falling data costs, technology-enabled business models could become pervasive over the next decade. That will likely create significant economic value.

We consider economic impact in three broad areas. First are core digital sectors, such as IT-BPM, digital communications, and electronics manufacturing. Second are newly digitizing sectors such as financial services, agriculture, healthcare, logistics, and manufacturing, which are not traditionally considered part of India’s digital economy but have the potential to rapidly adopt new technologies. Third are government services and labor markets, which can use digital technologies in new ways.

Core digital sectors could double their GDP contribution by 2025

India’s core digital sectors accounted for about $170 billion—or 7 percent—of GDP in 2017–18. This comprises value added from core digital sectors: $115 billion from IT-BPM, $45 billion from digital communications, and $10 billion from electronics manufacturing. Based on industry revenue, cost structures, and growth trends, we estimate these sectors could grow significantly faster than GDP: value-added contribution in 2025 could range from $205 billion to $250 billion for IT-BPM, from $100 billion to $130 billion for electronics manufacturing, and $50 billion to $55 billion for digital communications. The total, between $355 billion and $435 billion, may account for 8 to 10 percent of India’s 2025 GDP.

Newly digitizing sectors are already creating added value

Alongside these already digitized sectors, India stands to create more value if it can nurture new and emerging digital ecosystems in sectors such as agriculture, education, energy, financial services, healthcare, and logistics. The benefits of digital applications in each of these newly digitizing sectors are already visible. For example, in logistics, tracking vehicles in real time has enabled shippers to reduce fleet turnaround time by 50 to 70 percent . Similarly, digitized supply chains help companies reduce their inventory by up to 20 percent. Farmers can cut the cost of growing crops by 15 to 20 percent using data on soil conditions that enables them to minimize the use of fertilizers and other inputs.

Digital can improve government services and the efficiency of India’s job market

Digital technologies can also create significant value in areas such as government services and the job market. Moving government subsidy transfers, procurement, and other transactions online can enhance public-sector efficiency and productivity, while creating online labor marketplaces could considerably improve the efficiency of India’s fragmented and largely informal job market.

To unlock this value will require widespread adoption and implementation. The economic value will be proportionate to the extent digital applications permeate production processes, from supply chains to delivery channels. Our estimates of potential economic value depend on each sector’s digital adoption rate by 2025; where the readiness of India’s firms and government agencies is low and significant effort will be required to catalyze broad-based digitization, adoption may be low, between 20 to 40 percent of the potential. Where private-sector readiness is high and government policy already supports large-scale digitization, adoption could be as high as 60 to 80 percent.

In all, we estimate that India’s newly digitizing sectors have the potential to create sizable economic value by 2025: from $130 billion to $170 billion in financial services, including digital payments; $50 billion to $65 billion in agriculture; $25 billion to $35 billion each in retail and e-commerce, logistics and transportation; and $10 billion in energy and healthcare (Exhibit 5). Digitizing more government services and benefit transfers could yield economic value of $20 billion to $40 billion, while digital skill-training and job-market platforms could yield up to $70 billion. While these ranges underscore large potential value, realization of this value is not guaranteed: losing momentum on government policies that enable the digital economy would mean India could realize less than half of the potential value by 2025.

Digital can create jobs but will require new skills and some labor redeployment

Changes brought by digital adoption will disrupt India’s labor force as well as its industries. We estimate that as many as 60 million to 65 million new jobs could be created from the direct and indirect impact of productivity-boosting digital applications. These jobs could be enabled in industries as diverse as construction and manufacturing, agriculture, trade and hotels, IT-BPM, finance, media and telecom, and transport and logistics.

However, some work will be automated or rendered obsolete. We estimate that all or parts of 40 million to 45 million existing jobs could be affected by 2025. These include data-entry operators, bank tellers, clerks, and insurance claims- and policy-processing staff. Millions of people who currently hold these positions will need to be retrained and redeployed.

Jobs of the future will be more skill-intensive. Along with rising demand for skills in emerging digital technologies (such as the Internet of Things, artificial intelligence, and 3-D printing), demand for higher cognitive, social, and emotional skills , such as creativity, unstructured problem solving, teamwork, and communication, will also increase. These are skills that machines, for now, are unable to master. As the technology evolves and develops, individuals will need to constantly learn and relearn marketable skills throughout their lifetime. India will need to create affordable and effective education and training programs at scale, not just for new job market entrants but also for midcareer workers.

To capture the potential economic value that we size at a macro level, businesses will need to deliver digital technologies at a micro level: that is, how they use digital technologies to fundamentally alter day-to-day activities.

Three digital forces will drive these shifts: One is the greater ease with which people can connect, collaborate, transact, and share information; another is the opportunity for companies to increase productivity by automating routine tasks; the third is the greater ease with which organizations can analyze data to make insights and improve decision making.

The interplay of these forces will create new data ecosystems, which in turn will spur new products, services, and channels in virtually every business sector, and create economic value for consumers as well as those members of the ecosystem that best adapt their business models.

To highlight the kinds of business model changes that companies should predict and prepare for, we examine how this connect-automate-analyze trio can play out across four sectors: agriculture, healthcare, retail, and logistics.

Digital agriculture

India’s farms are small, averaging a little more than one hectare in size, with yields ranging from 50 to 90 percent of those in Brazil, China, and other developing economies. Many factors contribute to this. Indian farmers have a dearth of farm machinery and relatively little data on soil, weather, and other variables. Poor storage and logistics allows produce to go to waste before reaching consumers— $15 billion worth in 2013.

Digital technology can alter this ecosystem in several ways. Precision advisory services—using real-time granular data to optimize inputs such as fertilizer and pesticides—can increase yields by 15 percent or more. After harvest, farmers could use online marketplaces to transact with a larger pool of potential buyers. One such platform, the government’s electronic National Agriculture Market, has helped farmers increase revenue by up to 15 percent . Furthermore, online banking can provide the financial data farmers need to qualify for cheaper bank credit. Digital land records can make crop insurance more available. These and other digital innovations in Indian agriculture can help add $50 billion to $65 billion of economic value by 2025.

Digital healthcare

India has too few doctors, not enough hospital beds, and a low share of state spending on healthcare relative to GDP. While life expectancy has risen to 68.3 years from 37 in 1951, the country still ranks 125th among all nations on this parameter. Indian women are three times as likely to die in childbirth as women in Brazil, Russia, China, and South Africa—and ten times as likely as women in the United States.

Digital solutions can help alleviate the shortage of medical professionals by making doctors and nurses more productive. Telemedicine, for example, enables doctors to consult with patients over a digital voice or video link rather in person; this could allow them to see more patients overall and permit doctors in cities to serve patients in rural areas. Telemedicine could also be more cost effective: in trials and pilots, it cut consultation costs by about 30 percent. If telemedicine replaced 30 to 40 percent of in-person outpatient consultations, coupled with digitization in overall healthcare industry, India could save up to $10 billion in 2025.

Digital retail

More than 80 percent of all retail outlets in India—most of them sole proprietors or mom-and-pop shops—operate in the cash-driven informal economy. These businesses do not generate the financial records needed to apply for bank loans, limiting their growth potential. Large retailers have their own sets of challenges. Their reliance on manual store operations and high inventory levels is capital heavy. In many cases, their marketing practices are ineffective, and their prices are static regardless of inventory or demand.

Digital solutions could reshape much of the sector. E-commerce enables retailers to expand without capital-intensive physical stores. Some do not even bother with their own website, relying instead on third-party sites such as Amazon, which offer large, ready pools of shoppers along with logistics, inventory, and payment services, and customer data analytics. E-commerce creates financial records that attest to the creditworthiness of both buyers and sellers, making it cheaper to borrow. Digital marketing can inexpensively engage customers and build brand loyalty. We estimate e-commerce in India will grow faster than sales at brick-and-mortar outlets, allowing digital retail to increase its share of trade from 5 percent now to about 15 percent by 2025.

Digital logistics

India’s economy has grown by at least 6.5 percent annually for the last 20 years. Continuing at that pace of growth would challenge India’s logistics network, which already suffers from a fragmented trucking industry, inadequate railways infrastructure, and a shortage of warehousing. India spends about 14 percent of GDP on logistics, compared with 8 percent in the United States, according to McKinsey estimates.

Digital technology can disrupt even this traditional, physical sector. The government is creating a transactional e-marketplace, the National Logistics Platform , to connect shipping agencies, inland container depots, port authorities, banks, insurers, customs officials, and railways managers. By letting stakeholders share information and coordinate plans, the platform may speed up deliveries, reduce inventory requirements, and smooth order processing. At the same time, private firms are using digital technologies to streamline operations by moving freight booking online, automating customer service, installing tracking devices to monitor cargo movements, using real-time weather and traffic data to map efficient routes, and equipping trucks with internet-linked sensors to alert dispatchers when a vehicle needs servicing. According to McKinsey estimates, digital interventions that result in higher system efficiency and better asset utilization can reduce logistics cost by 15 to 25 percent.

For India to reap the full benefits of digitization—and minimize the pain of transitioning to a digital economy—business leaders, government officials, and individual citizens will need to play distinct roles while also working together.

Business leaders will need to assess how and where digital may disrupt their company and industry and set priorities for how to adapt. Potential disruptions and benefits may be particularly large in India because of its scale, the rapid pace of digitization, and its relatively low productivity in many sectors. To benefit from these changes, companies need to act quickly and decisively to both adapt existing business models and to digitize internal operations. In this context, four imperatives stand out.

First, companies will need to take smart risks as they adapt current business models and adopt new, disruptive ones. Only 46 percent of Indian companies in our survey have an organization-wide plan to change their core operations to react to large-scale disruption.

Second, digital should be front of mind as executives plan. Customers are more digitally literate and have come to expect the convenience and speed of digital, whether shopping online or questioning a bill, but many companies have not reacted. In our survey, 80 percent of firms cite digital as a “top priority,” but only 41 percent say their digital strategy is fully integrated with their overall strategy.

Indian companies will need to invest in building digital capabilities, especially hiring people with the skills needed to start and accelerate a digital transformation.

Third, Indian companies will need to invest in building digital capabilities, especially hiring people with the skills needed to start and accelerate a digital transformation. That is challenging because many of India’s most talented workers emigrate. Companies could work with universities to recruit and develop skilled workers, beginning with digital natives who are currently in universities or have recently finished their studies. Companies also need to build deeper technology understanding and capabilities at all levels, including in the C-suite.

Finally, firms will need to be agile and think of themselves as digital-first organizations. This may need a new attitude that starts with a “test and learn” mind-set that encourages rapid iteration and has a high tolerance for failure and redeployment.

India’s government has done much to encourage digital progress, from rationalizing regulations to improving infrastructure to launching Digital India, an ambitious initiative to double the size of the country’s digital economy. However, much needs to be done for India to realize its full potential.

National and state governments can help by partnering with the private sector to drive digitization, starting by putting the technology at the core of their operations. This helps by providing a market for digital solutions, which generates revenue for providers, encourages digital start-ups, and gives individuals more reasons to go online—whether to receive a cooking-gas subsidy, register a property purchase, or access any other government service.

Governments also can help by creating and administering public data sources that entrepreneurs can use to improve existing products and services and create new ones; by fostering a regulatory environment that supports digital adoption and protects citizens’ privacy; and by facilitating the evolution of labor markets in industries disrupted by automation.

Individuals

Individual Indians are already reaping the benefits of digitization as consumers, but they will need to be cognizant that its disruptive powers can affect their lives and work in other fundamental ways. For example, they will need to be aware of how digitally driven automation may change their work and what skills they will need to thrive in the future. Individuals will also need to become stewards of their personal data and skeptical consumers of information.

While India’s public and private sectors have propelled the country into the forefront of the world’s consumers of internet and digital applications over the past few years, its digitization story is far from over.

Navigating the emerging digital landscape will not be easy, but it is one of the golden keys to India’s future growth and prosperity. Unlocking the opportunities will be a challenge for the government, for businesses large and small, and for individual Indians, and there will be pain along with gains. But if India can accelerate its digital growth trajectory, the rewards will be palpable to millions of businesses and hundreds of millions of its citizens.

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Digital india under ict regime: a case study.

Swaleha Zubair, Ravi Kumar Gaur . Digital India under ICT Regime: A Case Study. International Journal of Computer Applications. 179, 29 ( Mar 2018), 35-39. DOI=10.5120/ijca2018916662

Digital India, a campaign of government of India, has been launched to ensure electronic access of various government services to its citizens. Among various possible strategies, introduction of improved online infrastructure along with faster internet connectivity are likely to make great impact in making an action digitally empowered .The present report is an effort to check if a representative city Aligarh of Uttar Pradesh, India is ready for making such digital living transition in spite of its old living style.

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Digital India and Indian Society: A Case Study

Optimization: journal of research in management, volume 11 issue 1.

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The Role of Digital India in Rural Women Empowerment-A Case Study of Vijayapura District

2021, IOSR Journal of Humanities And Social Science (IOSR-JHSS)

The purpose of this study is to know the role of digital India programme in women empowerment. Present research study is exploratory in nature aimed at knowing the impact of Digital India programmes on rural women in Vijayapura District of Karnataka State For the present study multi stage sampling technique is adopted. The study is conducted in all the 5 taluks, Sindagi, Indi, Vijayapura, Basavanabagewadi and Muddebihala of Vijayapura district. For selection of the Sample villages will be followed random sampling method. From all the five taluks 43 villages is selected and total 3340 respondents were selected. The questionnaire is distributed among the respondents and got 3238 response. By combining both quantitative and qualitative data more accurate first hand information can be collected. The study found that digital India is improving the quality of women's life. Digital India is empowering women digitally and it also emphasis on universal digital literacy and availability of digital resources or services in Indian languages.

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PSYCHOLOGY AND EDUCATION

Dr. Venkateswararao Podile

Digital India programme is based upon nine pillars. The nine pillars include creating Broadband Highways for providing connectivity to citizens, Providing Mobile connectivity to all, Internet Access Programme for Public, E-Governance by using Technology, Electronic Delivery of Services through e-Kranti, Provision of Information to everyone, achieving Net Zero imports in manufacturing Electronics, using Information Technology for employment and some early Harvest Programmes. In this direction, Government of India had introduced one Hundred and fifteen Digital India initiatives. Andhra Pradesh is the seventh largest Indian state in terms of area. As per 2011 census, Women population in the state is 2, 47, 46, 590. Digital India initiatives are being implemented with efficacy in Andhra Pradesh. In this Context, Current Research is done, to explore Digital India effect on political empowerment of rural and urban women and to undertake parallel analysis of impact of digital India on Political empowerment of rural and urban women in the state of Andhra Pradesh. Present Research is empirical in nature. This study mainly hanged on primary data.

isara solutions

International Res Jour Managt Socio Human

If there is ever to be a golden era in India's digital landscape, it is now. With over 299 million mobile users in India, it has become the second largest smartphone market in the world after China. Leaving behind technological giants like the United States, in 2017 India also became the second largest market of Internet users with almost 462.12 million Indian populations using the internet, of which 442.7 million were mobile internet users 1. The rural Indian landscape has also witnessed a phenomenal growth with an increasing internet and smartphone penetration. Ironically, this technological penetration seems to have been skewed towards the male population leaving the Indian female population far behind in digital progress.. According to a study released by LIRNE Asia published in a leading English daily, India has the highest gender gap in mobile phone ownership that merely surpasses countries like Bangladesh, Rwanda and Pakistan. As per the study, only 43% of women in India use mobile phones as opposed to 80% of the male population. This gender gap accentuates in rural areas by 52% compared to the 34% in urban areas. This digital gender gap could further marginalize the already disempowered women belonging to the weaker sections of the society. But we can say the revolution in information technology appears to have played very important and phenomenal role in effective implementation of various schemes for women empowerment and emancipation in India

International Journal of Innovative Technology and Exploring Engineering

Jayanta Baruah

Information and Communication Technologies (ICTs) brings ample opportunities for the comprehensive social and economic development of the people of the whole world. The chance for countries or regions to develop without the adaption of ICTs will be little. Therefore, the ICTs have been increasingly promoted as a key solution for comprehensive development, poverty elimination and the women empowerment and can be used to eliminate discrimination, establish social justice, achieve equality, well-being and participation in decisions and policy formations that impact the quality of their lives. ICTs are emerging as a vital means for women empowerment in a developing country like India. It has proven to be a powerful tool for enhancement of one’s productivity and hence economic upliftment, reduction of manual efforts, high living standard, and above all, quick and fast alignment with the developments in the rest of the world. Women empowerment is an important concept in the present day co...

Indus Foundation International Journals UGC Approved

The Digital India programme is an important programme of the Government of India. This programme was started with a broad vision to convert India into a digitally empowered society and knowledge economy. One of the three important areas of Digital India is forming digital infrastructure as a utility for every citizen. The second important area of digital India is providing governance and services on demand. The ultimate objective was to make all government services accessible to the common man in his locality, through common service delivery outlets, and ensure efficiency, transparency, and reliability of such services at affordable costs.

Zenodo (CERN European Organization for Nuclear Research)

swarnali mandal

ICEGOV '17: Proceedings of the 10th International Conference on Theory and Practice of Electronic Governance

Pallabi Barah

The purpose of this study is to find out whether digital technologies can reduce the existing gender inequality in Indian society. The current debate around digitalization is limited to the ones who have access and the ones who haven't. But this paper takes the debate beyond access by suggesting a three-tier framework for measuring the impact of digital technologies on women empowerment. The Digital India programme run by Government of India is taken as a case study by the authors. Rather than depending on traditional methodologies to bring gender equality, can we consider Digital India as a potential solution? This paper explores the answer to the above question from a gendered perspective with the help of primary data analysis of a few selected Digital India products and services.

Rasheed Sulaiman

Publisher ijmra.us UGC Approved

In India, the empowerment process has already begun.The realities of rural life in India are difficult to comprehend. For centuries women were not treated equal to men in many ways.While a small minority of people in major cities have benefited from the information revolution of the past decade, the lives of most people in rural India (over 650 million) have hardly improved. They were not allowed to own property, they did not have a Share in the property of their parents, they had no voting rights, they had no freedom to choose their work or job and so on. Now that we have come out of those dark days of oppression of women there is a need for strong movement to fight for the rights of women and to ensure that they get all the rights which men have or in other words a movement for the Empowerment of Women. The present seminar has been planned with a view to discuss the various issues related to the Empowerment of Women and to suggest suggest measures for achieving this end. There is a lot of talk about the "digital divide;" the government is planning to bring the Improving status of women to villages, but it is difficult to see how this project will help when the basic necessities of life are absent. For around two centuries, social reformers and missionaries in India have endeavored to bring women out of confines in which centuries of traditions had kept them.

INTERNATIONAL JOURNAL OF CURRENT RESEARCH

Mitrajit Saha

It is a well-known fact that ‘Digital India’ is the outcome of many innovations and technological advancements. It has transformed the lives of people in many ways and will empower society for the better. The motive behind this program is to build participative, transparent, and responsive systems. It is the dream project of the Government of India, aimed at remodeling India into a flourishing economy and a digitally empowered society, with good governance for its citizens by bringing synchronization and coordination in public accountability, while digitally connecting and delivering government programmes and services to mobilize the capability of information technology across government departments. Hence, an attempt has been made in this paper to understand Digital India – as a campaign where technologies and connectivity have been coming together to make an impact on all aspects of governance and improve the quality of life of citizens. Technology plays an important role in the development of rural areas. Through the use of technology, rural inhabitants become aware of schemes and benefits being provided to them by the government and other organizations, resulting in growth and an increase in productivity. Increased productivity leads to economic growth. The present study was conducted at Mautala village, South 24 Parganas district of West Bengal, in India. The study aimed to understand how the Digital India initiative has affected the rural landscape with a focus on a particular village. The findings of the study indicate that even though villagers of Mautala are aware of the various schemes under the Digital India initiative, only a minimal percentage of them have availed of the facilities and benefitted from them. This indicates a lack of proper infrastructure in the implementation of these schemes, something that the Government of India needs to look into

International Journal of Scientific Research in Science, Engineering and Technology IJSRSET

This paper explores the role of ICTs in empowering Indian rural women, through a review of ICT initiatives in India. Women are equal beneficiaries to the advantages offered by technology and the products and processes, which are by products of technology use. The present study was carried out to assess ICT infrastructure for women's empowerment, and gender sensitization and to assess the status of ICT in gender sensitization in terms of policies regarding scholarships, reservations, business development programmes, etc. for self-employment opportunities for women. This paper looks at the prospects generated by ICT supported networking processes for women's empowerment. It discusses the foremost challenges and a hindrance confronted by women and recommends strategies to address those challenges and means to revamp the situations giving rise to women's empowerment.

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Case study: How EY enabled digital transformation of an Indian IT major

One of India’s leading IT companies, with revenues more than $ 5b, realized that its strategic growth potential hinged upon digital transformation of its operations.

• Link copied

Amit Sachdeva

EY Global Telecommunications Consulting Leader and Partner

The better the question

How can digital drive a company’s future preparedness?

An Indian IT-solutions major needed to transform the way it operated ꟷ processes, culture, and talent ꟷ to build the base for a digital future.

O ne of India’s top global IT service companies was facing revenue and profitability challenges. Low margins compared to industry peers, India’s rapidly depleting labor cost advantage and skill obsolescence collectively contributed to low operating margins and falling share prices.

The better the answer

A digital mindset can set the path for growth, operational and delivery excellence, and financial efficiency

EY helped an Indian IT major align with its strategic growth objectives through digital transformation of its strategy, operations, delivery, sales and skills

With an objective to improve its financial and operating performance , the company partnered with EY for a strategic initiative with the following objectives: 

• Growth through digital transformation
• Improvement of operations and financial processes through techniques like lean   
• Improvement of people productivity and skill development
• Improve delivery by embedding automation and new age delivery into client delivery. 

A cross-functional 18-month global initiative

EY put together a multi-disciplinary team to work with the company’s senior leadership to put a digital transformation strategy and program in motion. The EY team worked to bring about strategic differentiation through the following:

• Developed a digital growth path cutting across products, marketing, talent and operations
• Built digital solutions, integrated existing platforms and modernized legacy offerings to align with the company’s growth path
• Overhauled financial processes for managing expenses, reporting obligation and managing budgets
• Introduced data and analytics at the heart of the business, i.e., operations, to help executives take decisions based on lag and lead indicators
• Embedded automation and AI in the delivery of customer programs
• Managed multi-disciplinary change across global locations by enabling people, solutions, messaging, behaviors and skills
• Built a skill academy to power performance improvements through productivity, output quality and skill development

How EY secured a digital future for a global IT-services company

• Digital solutions
• Integration of existing platforms
• Legacy platform modernization
• Operations optimization
• Expense management
• Budget management
• Delivery with automation and AI
• Communications
• Talent management

Skills and platforms

• Digital skills academy
• Sales training
• New age delivery
• Analytics based decision making

The better the world works

Designed and delivered: a future-ready digital organization

Besides gaining a strong financial position, the company is now equipped for a digital future.

Within a month of the project’s conclusion, the company saw improvements to its financial performance. The initiative led to an upliftment in margins and delivered sustainable change .

EBIDTA improvement

improvement in market cap

EY became a trusted and reliable partner for the IT solutions company. It ensured that the initiative was coordinated and purposeful across the company’s different functions, geographies and markets.

These initiatives were co-led by EY and the company’s senior leaders, including the CEO and the COO. EY’s cross-functional and cross-industry team comprised of more than 80 professionals, including local and global experts, consultants and technologists.

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EY is a global leader in assurance, consulting, strategy and transactions, and tax services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities.

EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more information about our organization, please visit ey.com.

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India’s notable case studies involving digital forensic.

Digital Forensics Harshita Choudhary today January 10, 2024

Of course! Digital Forensic plays a crucial role in investigating cybercrimes, analysing electronic evidences and locating important information or data stored in digital devices. Let’s explore some well-known digital forensic case studies of India, that emphasise on the significance and challenges of this specific field in solving complicated criminal cases. 

The Aarushi Talwar-Hemraj Double murder case:

In the Aarushi Talwar-Hemraj double murder case of 2008, digital forensics played a very important role in the examination of electronic evidences. Investigators were able to reconstruct the communication and interactions between the victims and possible suspects with the help of computer data, emails, and mobile phone records. Analysis of digital footprints provides information on the victim’s activities and possible leads in spite of certain data handling and integrity challenges.

The SSR- Rhea Chakraborty case: 

Digital Forensic was used in the investigation and case of actor Sushant Singh Rajput’s death. Analysis of digital devices including mobile phones and computers, aimed to determine communication pattern, online activity and potential leads. Digital forensics assisted in tracking digital trails and social media activity providing insights into possible motives and connection, despite some challenges in data encryption and access to certain platforms. 

The IPL Spot-Fixing Scandal:

The Indian Premier League (IPL) spot-fixing scandal in 2013 involved the use of digital forensic in recovering electronic evidences. Investigators were able to identify the people involved in match fixing and unlawful betting activities through the examination of mobile phones, phone logs, text messages, and money transitions. Digital forensics played a significant role in order to establish the communication networks and revealing the complexity of the scandal.

The 26/11 Mumbai Terror Attacks:

The 2008 Mumbai terror attacks witnessed the application of digital forensics in analysing communication networks and electronic data. Investigation of phones, emails, GPS data, and internet usage helped in the reconstruction of perpetrators’ activities, communication channels and coordination patterns. Digital forensics overcame difficulties with encrypted communications and cross-border data access to assist the authorities in piecing together the timeline of events and identify the individuals who were involved.

The Vyapam Scam:

The Vyapam scam, a massive admission and recruitment scandal in Madhya Pradesh involved digital forensics in examining electronic records and online transitions. Analysis of computers, emails and financial transition, helped in uncovering irregular and fraudulent practices in the examination and recruitment processes. Digital forensic played a crucial role in establishing the trail of evidence and locating major parties involved in it.

The Nirav Modi-PNB Bank Fraud case:  

The Nirav Modi-PNB Bank Fraud case demonstrated how digital forensic can be used to uncover electronic transitions and financial irregularities. Analysis of bank records, emails, and digital transition revealed the fraudulent practices and manipulation of the financial systems. Digital forensics helped in tracing the flow of funds, by which the officials were able to understand the extent of the fraud. 

The Patiala House Court Leak case:

The Leak case in Patiala House court involved the leaking of sensitive documents and information. Digital forensics played an important role in tracking down the source of leak, in analysis of electronic communication, and in the identification of those responsible for the sacrifice of confidential information. The case highlighted the importance of securing digital infrastructure in order to prevent data leaks. 

Sunanda Pushkar Death case:

The investigation into the death of Sunanda Pushkar, the wife of politician Shashi Tharoor, involved digital forensic. Examination of electronic devices such as mobile phones, laptops, etc was done to piece together what happened before her death. In order to identify possible motives and relations, digital forensics helped in the analysis of connections, social media activities and online activity. Even though it was difficult to access some protected data, forensic digital analysis revealed details on the scenario. 

Kerala Gold Smuggling Case: 

The Kerala Gold Smuggling case which unfolded in 2020, involved smuggling of gold through diplomatic channels. Digital forensics played an important role in examining electronic communications such as emails, phone records and chats to trace the network which was involved in illegal activities. Examination of digital evidences revealed important links, helping investigators in unravelling the smuggling network and in identifying key individuals involved in the case.

Pegasus Spyware Scandal:

In 2021, India was entangled in the controversy surrounding the use of  Pegasus spyware. Digital forensic experts played a very crucial role in investigating allegations of unauthorised surveillance by analysing mobile devices to trace the spyware. This case demonstrated the importance of digital forensic in uncovering the sophisticated cyber espionage activities. 

The Unnao Rape case:

In the Unnao Rape case of Uttar Pradesh, where a legislator was accused of sexual assault, digital forensic analysis was performed to analyse electronic data. Investigators examine the victim’s mobile phone, social media accounts and correspondence logs to establish the sequence of events and communication patterns. Digital forensic experts retrieved the crucial data and helped in strengthening the case against the accused.

In India, digital forensic has become a vital tool in everyday criminal investigations. These case studies demonstrate how important digital forensic is for uncovering digital evidences, reconstructing timelines, communication networks, and establishing links between suspect and criminal activities. 

However, challenges persist in digital investigations such as data encryption, data integrity issues, and the need for specialised training to stay up to date with rapidly evolving digital platforms and cyber threats. 

Since digital technologies are always evolving, it is necessary to keep improving digital forensic techniques to protect the integrity of the evidence and the rule of law. One cannot underestimate the importance of digital forensics in India’s law enforcement and judicial system considering the continuous advancements in digital crimes. Its ability to track digital footprints and provide crucial evidence will continue to remain essential in solving complex crimes. 

Written by: Harshita Choudhary

Tagged as: Electronic Evidence ,  case studies ,  Forensic Science ,  Pegasus Spyware Scandal ,  Analysis ,  mobile forensics ,  Kerala Gold Smuggling ,  Examination ,  Digital Evidence Recovery ,  Sunanda Pushkar Death ,  digital footpribts ,  Patiala House Court Leak ,  digital footprints ,  Digital forensics ,  Nirav Modi-PNB Fraud Case ,  evidence ,  Crime Scene Investigation ,  Vyapam Scam ,  Digital devices ,  Cyber Forensics ,  26/11 Mumbai Attacks ,  Investigation ,  IPL Spot-Fixing Scandal ,  Crime Scene Examination ,  SSR-Rhea Chakraborty Case ,  Cybercrimes ,  Aarushi Talwar-Hemraj Case .

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Top 25 Indian Digital Marketing Case Studies Every Marketer Can Learn From

Have you ever wondered how the marketers of top-notch companies manage to create amazing online campaigns? How do they gain the “n” number of followers over social media platforms? What kind of strategy do they follow for their business marketing campaigns? Are there any specific rules?

Any company whether it’s a small or large scale based would crave online followers for the business. It’s an ideal job of marketers to create such kinds of innovative campaigns that not only draw people’s attention but make them talk about the brands to peers as well.

Digital Marketing is a creative industry that helps businesses to get in touch with prospects through online mediums. With this advancement and more use of social media, anyone from anywhere can get in touch with the company and share their experiences, proposals, message, services, complaints, etc. just with a click.

Today, businesses understand the complexity of online platforms and take well advantage of the same to share products & services summed with innovative marketing strategies.

Therefore, in this post, professional writers from  SmartWritingService – case study writing service will share the list of Top 8 digital marketing case studies that will help you to learn innovative ways. These campaigns are only designed to target the sentiments of the Indian market.

Here we go!

Case Study 1: How Does The Ministry of Food Processing (Govt. Of India) spread awareness about World Food India through social media platforms?

In 2017, the Ministry of Food Processing Industries which is a ministry of the Government of India was looking for various ways to promote and spread awareness about World

Food India .

https://www.youtube.com/watch?v=S_y6G6OpEoY

The Ministry wanted to promote India as the world’s food factory. They desperately needed a way out where they could interact and raise not only awareness about the same but to educate Indians on how India is the largest producer of food and food products, suffers from an acute shortage of food.

India is the fastest-growing economy in the world, yet 40% of its food production is wasted annually. Therefore, the country especially the youth needed an awakening regarding the same and World Food Day was the ideal time to start it.

Meantime, The Ministry analyzed that youth is highly approachable on social media platforms, and therefore, they need to look out for innovative digital marketing case studies to reach them directly.

For the same, they hired a digital marketing agency that designed a creative marketing strategy that talked about food wastage and how to tackle it. The agency targeted the audience with creative posts and engaging campaigns with hashtags.     

• 4000+ leads generated comprising potential Exhibitors, Investors, Delegates, and other Partners
• 3000+ posts created across social media platforms and 4000+ registrations via the website
• 100+ million impressions through social media
• Dominated India’s twitter-sphere through 8 successful trending activations
• 100 times growth in Twitter followers – from 1400 to 150k during the campaign
• $20 Billion Worth MoUs signed
• #ReduceFoodWastage (Impression generated: 51000000 )
• #NoWasteOnMyPlate (Impression generated: 2,0326,113 )
• #WarOnFoodWaste ( Impression generated: 47988450 )

Case Study 2: Make My Trip Hashtag Campaign  #DilHaiHindustani

Make My Trip is one of the top-notch travel agencies which is also quite popular on social media platforms. This company must be followed by all learners as they keep on introducing creative campaigns and offers especially during festive days.

The online travel company used Independence Day as the major event to target the youth by rewinding the revolutionary efforts for independence.

They came up with the   #DilHaiHindustani which took the odyssey of independence from 1857 to 1947. Mangal Pandey agitation, Jallianwala Bagh massacre, non-cooperation movement, Chandra Sekhar’s Kakori train robbery, and were some people who were featured in it.

Case Study 3: Amazon India The Great Indian Freedom Sale

When it comes to digital marketing campaigns, you can’t ignore e-commerce companies. During the same independence celebration, the top-hole brand Amazon India went for innovative marketing strategies with goods ads as well as offers and using them wisely on social media.

The campaign we have been talking about can set a great example of online marketing campaigns, especially in e-commerce industries.

Amazon India’s The Great Indian Freedom sale organized the contest which involved fun activities and the contestant got shopping vouchers from the company. The campaign was named #10KeBaadKarenge , in this, the people push their shopping plans after the 10th of August because of the Amazon sales.

Case Study 4: How KFC India Boosted its Social Media Presence with campaigns like ‘Design your own bucket’, ‘Radio KFC RJ Hunt, and ‘Currycature’

Social media is the best platform when it comes to boosting your online presence and increasing the sale of products within the country. The same has been well followed by KFC which is a famous global restaurant chain brand.

It’s the number one restaurant brand on social media in India. KFC tried many campaigns to increase its online presence on social media platforms for brand awareness.

KFC had launched very famous campaigns like Radio KFC RK Hunt , Design Your Own Bucket campaign, and Currycature to target the youth audience by involving mobile apps. These campaigns helped them to develop their brand awareness as well as increased engagement.

When they started Radio KFC RJ Hunt Campaign, 3000 people from around 30 Indian cities participated in the competition.

It was a social media campaign to promote KFC’s brand in-house radio channel where fans recorded their voices over the internet with the Facebook App and shared their analog radio experience. Especially newcomers wanted to try their hands over this hunt and decided to take part to collaborate with the famous brand.

Similarly, the “ Design Your Own Bucket ” campaign was another social media marketing strategy where the participants were asked to create their own creative KFC buckets. Almost 5500 entries took place in total where the participants came up with their colorful KFC buckets.

Additionally, they have also introduced bucket entries with Sachin’s picture on the KFC bucket on the day when he retired. Amazing right!

Another innovative KFC’s campaign was “ Currycature ” where participants have to choose a character with an ethnic Indian touch and then upload the pictures. Around 17K Currycatures were made by their fans which gave them a unique experience with the brand.

• KFC was featured by Social Baker as among the top 5 socially devoted brands.
• The overall positive engagement of their Facebook page grew from 6.2% to 93.8% which was thrice the sector average.
• KFC was placed among the five fastest-growing social media brands in India.

Case Study 5: Tata Sky’s Campaign – Transferkar Family

Tata Sky is known as a well-known brand with many digital marketing case studies and you can judge by the name, the campaign was solely targeted on families . Obviously, the motto of the campaign was to promote Tata Sky’s product/services called Tata Sky+ Transfer. This new product is used to transfer the recorded content from TV to mobile or tablets.

Basically, in each family, everyone has their own preferences when it comes to channels. In families but due to some reason, not everyone watches their favorite shows at the same time.

This is very common in Indian families where most of the time TV remote is controlled by the head of the family and others just follow his/her favorites. For this purpose, the brand came up with an idea and created the out-of-mind family named Transferkars .

This product helped family members to transfer their favorite shows on mobiles or tablets and enjoy every bit of it.

The campaign was a huge success and got viral through social media and TV commercials. Various kind of family-related content was shared during the campaign with discounted offers to the clients. Basically, their understanding of the potential market made the campaign a huge hit.

Case Study 6: Paper Boat’s #FloatABoat campaign on social media

Paper Boat is a very known Indian brand of traditional beverages known for drinks which you can commonly prepare at home like aam Panna, Gol Gappa ka Pani, Jamun Kala khatta, and kokum. These kinds of flavors are quite common among Indian families but not everyone can prepare them at home.

As Paper Boat’s mission states, the purpose of these drinks was to take you back in those memories and float a boot this monsoon. And, the same purpose is very well carried by the team through digital marketing campaigns.

They created numerous innovative campaigns that targeted the emotional side of the audience and made them in love with the brand.

However one of Paper Boat’s campaigns was a huge hit among audiences called #FloatABoat .

As you can get the idea by the name, the company asked people to make a paper boat like they used to make in their childhood days and share it on social media by using the hashtag along with the title of the campaign i.e. #FloatABoat  and following their social media pages.

Another purpose reviled by the brand is that if someone shared this on any social media, Paper Boat will donate Rs.20 for children’s education.

The purpose behind the campaign touched millions of hearts and it was a big success that caused timelines to be jammed with paper boats. You can analyze now how many followers Paper Boat got during the campaign.

Case Study 7: Nivea India’s ‘Mom’s Touch

This campaign was dedicated to all the extraordinary and selfless mothers designed especially on Mother’s Day. Nivea’s Mom’s Touch campaign talked about some extraordinary, selfless stories of the mother from all over the country.

The brand asked the audience to share the selfless moment of their mothers by sharing this video over social media platforms. Their marketing strategy also had a beautiful objective to gain viewership. The brand made a promise that by sharing this video on social media the donation from the brand was done for the girls.

Case Study 8: KKR – IPL Team’s Digital Marketing Strategy

Not even the IPL team could stay far away from the digital world. Kolkata Knight Riders (KKR) is the franchise representing Kolkata in the Indian Premier League (IPL), a Twenty20 cricket tournament whose co-owner is one of the famous film stars –  Shahrukh Khan.

KKR team has the most engagement with its fans and followers due to its digital marketing case studies.  During the initial days, KKR showed keen interest to gain followers over the internet and worked on various objectives like how to increase brand awareness of KKR irrespective of Shahrukh Khan, how to stay tuned and connected with the fans, and how to keep them updated with the latest news & updates.

For engagement, first, they decided to create a video blog dedicated only to KKR fans named “ Inside KKR ” where fans can get through their news and their favorite players easily.

Secondly, they had a website blog and an official mobile app that kept fans engaged and updated with the latest news about the team.

They paid special attention to social media platforms as well as The digital marketing team at KKR has also organized a live screen Facebook chat at Facebook HQ in Hyderabad. Players of KKR had queued sessions on Twitter with their fans and run a special “Cheer for KKR campaign” . This is for the time that any sports team followed a digital idea.

Results of the campaign:

• The Facebook page of KKR has 15 M likes during the campaign, the highest of all the other IPL teams.
• On Twitter, KKR is the most engaging IPL team.
• KKR became the most followed IPL team on Instagram with more than 466K followers.
• It has also gained traffic to its Pinterest page and Google Plus profile.
• Customized & personalized videos shared on social media platforms by fans led them a chance to receive a valuable acknowledgment by the team players which has turned into 10 million cricket followers and impacted on and off the KKR team.

Case Study 9: Cadbury’s Dairy Milk Team Digital Marketing Strategy

The case study will give a brief on the strategies of dairy milk silk and Spotify releases mixtapes to advertise it in various forms. How you can send the message of love with the playlists that are personalized for you.

Why they got need to advertise the dairy milk silk. This Ad was necessary for the couples who were separated by the unseen enemy; Covid 19. Dairy milk and Spotify reach out to GenZ with new strategies.

The strategy was implemented via Spotify. It applies the digital marketing experience for dairy milk silk by using Spotify’s API. The users that are listening to the music have been experiencing the creative content of dairy milk silk Ads and music as well. Leisurely, the users get engagement and allow users to get a special playlist to share the file.

Case Study 10: Nilon’s Diwali Campaign Reached Near 2Million Users – Digital Marketing Strategy

The case study of Nilon’s Diwali Campaign reached nearly 2million users by initiating the Diwali campaign in order to spread the noise-free and positive festival lights. Well, you know that Nilon’s acquire a wide range of quality products that include food products as well.

Although, the food forms are an integral part of every festival. Hence, Nilon’s Diwali celebration campaign was initiated don’t his behalf to reach out to maximum users by providing delicious foods with noise-free and pollution-free Diwali.

To do this, the brand initiated a contest campaign where the people has to share the food pictures using #SwaadBharePathaake and parallelly challenging three of the participants according to the criteria.

Nilon’s partnership with the influencers for more engagement and crossed nearly 2 million traffic through this strategy.

Case Study 11: ZEE5 Digital Marketing Strategy For Testing Awareness Campaign

https://www.youtube.com/watch?v=2S6XJOieKtY

The ZEE5 has created an interesting marketing campaign for Rashmi Rocket for gender testing awareness. The campaign was successful in launching the #LetrashmiRun to cross 22 million+ views.

The case study is about the sportswoman spreading awareness of gender disparity through social and other tools for maximum reach out. The execution was properly planned to start with a conversation between actor Tapsee Pannu and real-life rock Hima Das on the training and journey to the end.

Are you ready to sprint with Rashmi? Come join us for an interactive event, where you will get a chance to #RunWithRashmi , and a few lucky winners will get an opportunity to attend the #RashmiRocket screening along with the full star cast! pic.twitter.com/NAxpK1hUk7 — ZEE5 (@ZEE5India) October 8, 2021

This conversation leaked all over the social media channels and news channels to stand out from the crowd.

Furthermore, the discussion on the movie clips and other issues are included in the Rashmi Rocket movie marketing campaign strategy to spread awareness. This gets aired all over the news channels, Youtube channel, and on NewsX.

Case Study 12: BookMyShow Digital Marketing Strategy 

The case study of BookMyShow by initiating the #CinemalsBack campaign to retrieve the safety of watching movies in theaters, and increase the footfalls on the website. BookMyShow’s in house team, a campaign to target the following mentioned below

• Entertainment-Lovers
• Geographic restrictions notwithstanding
• Social Setups via social media platforms

These are the main features of the campaign that are being a high priority for spreading awareness. The campaign includes the importance of health and safety measures against the Covid 19 situation.

Through this campaign, the BookMyShow encourages the audiences to relieve the magic of the big-screen experience with all safety measures. After that, the campaign surpasses 76% of the traffic of the pre-covid level.

Case Study 13: Sony BRAVIA’s Digital Marketing Strategy 

https://www.youtube.com/watch?v=ihOU74JbKtY

The case study of Sony India explores the campaign of Sony Bravia integration with Google TV in India and is sired across the social media platforms and news channels as well. It was shared on the internet and generated traffic and impression with a spike.

The objective of Sony India was to inform the benefits and features of the TV to the folks of the country. The campaign was executed from scratch by building curiosity with a series of ENCRYPTED tweets with no reference.

After that, the team waited for a while for the engagement of the users and listened to them as well. The audience stand on the hopes and strategies of the campaign, the audience started sharing their experiences and problems they are facing.

Thereafter, The team started a quiz to increase the engagement that will help the team to know more issues from the audience.

1. YouTube 2. Disney Hotstar 3. SonyLIV 4. Amazon Prime Video 5. Netflix — Sony India (@sony_india) October 28, 2021

Lastly, the company placed one solution over every issue that will definitely influence many users. Parallelly, it started sharing its features like; introducing multiple OTT platforms with 70,000+ episodes and movies. Through this campaign, Sony India earned 8.5 million impressions.

Case Study 14:  Zandu Ultra Power Balm Digital Marketing Strategy 

The case study of Zandu Ultra Power Balm launched the Khali to advertise the Zandu ultra power balm to generate traffic and impressions. But, the main goal of the Zundu team was to generate sales through this Ad by titled ” Kada Dard ka Kadak Jawaab.”

The Zandu Ultra Power Balm starts the campaign by releasing the posts slowly and giving signs to the target audience about the capabilities of the Balm. Slowly, Slowly, Khali’s posts were launched on weekly basis to increase engagement.

The results of the campaign were very effective with the sales

• 7.7 Lacs Reach
• 2.3 Lacs Engagement
• The users were Continous commenting on all the routes used in the campaign.

Case Study 15: Cultbike.fit Digital Marketing Strategy 

The case study of the Cultbike.fit integrated with LinkedIn to start a campaign for creating the linked In job hunt on the internet by facing the Atul Khatri is an Advertisement face.

The campaign gets kickstarted with the launch campaign on various social media platforms such as Facebook, Instagram, Youtube, and Twitter by featuring Atul Khatri. The campaign introduces Atul Khatri as the chief executive officer of Cultbike. fit.

Atul Khatri shared a video that includes the contest. He introduces a Chief Excuse Officer and opens the podium for the contest. This will be followed by the audience’s views and comments to vote for the participants and get recruited for the top position.

To participate, the user needs to share the lamest excuse for not being fittest to win the title of Chief Excuse Officer. The hunt will be started with the linked In. Through this strategy, the campaign gets 14000+ applicants for the Cultbike.fit, 97,11,018 reach on Facebook, and 42,75,445 on Instagram.

Added new followers around with a growth of 106% on Facebook and 205% on Instagram.

Case Study 16: Reliance Jio Digital Marketing Strategy 

The Jio is planning to execute a campaign on the occasion of 5 years anniversary. The Jio started the campaign with the #5YearsOfJio  video on social media platforms. The Jio wants to show the revolution from the digital revolution to the revolution in India.

How they reconnect with the users and unique audience through social media platforms. As they have included influencers, celebrities, and many other strategies to reach out to the folks.

Celebrating #5YearsOfJio ???? 5 years of Digital Revolution. Thank you for being a part of this journey. #WithLoveFromJio #JioDigitalLife #DigitalIndia #Jio #Birthday pic.twitter.com/B09xIlx4iv — Reliance Jio (@reliancejio) September 5, 2021

The campaign describes the journey of the Jio from scratch they have started from 1995 to 2021 emphasizing nostalgia that will connect with the people’s emotions and will build engagement all over the internet.

Jio started with Twitter by sharing various tweets and slowly it is expanding on Instagram, Facebook, and Youtube. The videos include the human behavior from its core- as to how we connect then to how we connect now by keeping the hashtags #5YearsOfJio

Lastly, the campaign earned many impressions, engagement, views, and a wide range of reach. As the  total reach of the campaign was up to the 954k+

Case Study 17: Aditya Birla Digital Marketing Strategy

The case study of Aditya Birla started on behalf of  World Heart Day. The campaign will explore fitness and staying healthy. Alongside, building the brand salience in the health insurance category.

Here, you will see how Aditya  Birla spammed on the internet to generate a wide range of traffic and impressions. As it is declared as one of the best digital marketing case studies. The initiation of the campaign was with #LaughForHealthyHeart on Twitter and other social media platforms as well.

the campaign roped in all influencers and other strategies to roll out over all social media channels like Youtube. The comedians are also involved in this campaign that describes many mutual facts for building engagement and traffic.

The campaign ran for around 2 months on the internet and specifically on, Instagram, Twitter, Youtube, and Facebook. The campaign resulted in 1.7 million reach, 1.9 million impressions, and 44,000 clicks.

Case Study 18: Streax Digital Marketing Strategy

Streax planned various digital marketing case studies as this one stand’s out because of parenting with many celebrities such as; Gauahar Khan, Rithvik Dhanjani, and dancer-choreographer Awez Darbar. it was like celebrating the video featuring Shah Rukh Khan partnering with Streax and reaching out to 15 million people.

The Campaign was started with #GetStreaxWithSRK and the execution. The goal behind featuring this video is to represent the Steax in a new way and it redefines the term Sexy replacing it with Streaxy.

The video seems to share the message of an upbeat melody, encouraging people from all walks of life and stay Streaxy. After that, Streax did not stop and engage with customers, Streax partnered with television personalities such as; Gauhar Khan, Rithvik Dhanjani, and Awez Darbar.

The videos were posted with the #GetStreaxyWithSRK challenge and invited more audiences to make videos on this song.

The Streax earned a reach of over 36 million users and 15 million consumers in India.

Case Study 19: Hershey Digital Marketing Strategy

The Hershey launched a campaign with #MeantToBeShared to celebrate the bond of friendship on social media. Hershey is a brand with a lot of digital marketing case studies and this campaign was very beneficial for the team that created a boom on the internet on the occasion of Friendship Day.

Hershey’s campaign is a kind of friendship story that involves Break Up moment, a Class Bunk, and many more. The post receives more than 250 comments in half an hour. This campaign shared many hashtags and such as #Friendship Day Reels.

Moreover, the audience engaged with this campaign for more than 2 to 3 months by reposting it for their birthday celebrations. The campaign resulted in a wide range of reach with a total reach of 4.2 unique audiences on Instagram and crossed 1.5 million reels. The campaign get 50% organic traffic and the brand page grew by 12%.

Case Study 20: Adidas Digital Marketing Strategy

Adidas plans a few digital marketing case studies to run the campaign in July 2021. As the brand was planning to launch the plan #OpenForum to start with Instagram and lead with multiple social media channels.

The brand was planning to use every feature on every platform such as reels, stories, posts, and videos on the Youtube channel. The main perspective of this campaign was to show the new shoes launched by Adidas for different kinds of sports and casuals as well. It started with the pre-launch; Onboarding the #OpenForum Crew.

Meanwhile, another team was shooting the content of big influencers to engage folks and reach out to various categories of sports lovers. This will give a wide range of visibility and impact to Adidas.

Adidas worked with a few influencers who posted their images respectively. This will give the users regular interactions and suggestions in the feed as well. Gen Z was very influenced by this campaign and engage for a very long time.

This #OpenForum resulted in 7.6 million-plus users and the average rate of engagement was up to 5.4% in the initial weeks. This was considered one of the digital marketing case studies in Adidas’s campaign history.

Case Study 21: Rage Coffee Digital Marketing Strategy

Case Study 22: Plum Digital Marketing Strategy

Case Study 23: Swiggy Desi Masala Digital Marketing Strategy

Sooo… an image search of ‘desi masala’ shows pictures of women, NOT masala. ???? This Women’s Day, we’re trying to change that result. To help, upload an image of any masala/dish, add ‘desi masala’ in the caption, & search engines may pick it up! (Don’t forget to tag @swiggy_in ????) pic.twitter.com/udhHo39eq0 — Swiggy (@swiggy_in) March 5, 2021

Case Study 24: Rasna Digital Marketing Strategy

Rasna is a brand with a wide value holding a wide range of audiences. In the competitive world, Rasna was lagging behind and was planning to leverage the mass following audience by designing a campaign to invoke nostalgia and revive childhood during lockdown 2.0.

The Rasna was known for its ‘I Love You Rasna’ tagline for years. Hence, Rasna decides to expand its usage and involvement in the daily uses of products. Many digital marketing case studies were discussed and were finally hanged with the one strategy to launch on the internet.

The campaign was set up with the hashtag #LooveURasnaRecipes. The Rasna partnered with many influencers and made a video to invoke nostalgia and childhood memories. The video was made by the popular rapper and influencer to engage more people and influence them to purchase and experience the same feel.

Rasna’s posts were shared on various influencer’s pages such as; BharatzKitchen , Kanak Khaturia, and Meghna’s Food Magic. This amps the engagement from several page accounts and submerges on Rasna’s Page to know more.

This campaign resulted 8,443,817 unique reach, 6,673,478 video views, and more than 70,000 posts engagement.

Case Study 25: Burger King India Digital Marketing Strategy

Burger King India is a well-established brand and holds a wide range of popularity. The digital marketing case studies of Burger King India seem very effective and this campaign was created with different perceptions in order to denote valentine’s day as the season of breakup.

Burger King India tied up their Whopper to launch on valentine’s day by keeping the hashtag #DateThe Whopper. The influencer that was featuring this campaign was Sima Taparia who was describing the campaign to build engagement.

Usually, valentine’s day is celebrated by couples. But, Burger King took it to a different road via Sima Taparia to inform the people as valentine’s day is the season of breaking up and finding someone better by describing the parallels between relationships and burgers.

The campaigns amplified on social media handles because of assets and contests. The campaign urges meme-makers to share the posts and build engagement to be a part of the Whopper Clan.

Hence, the campaign results in an 11.6 million reach across social media platforms. The engagement rate was increased by 5.1% and see a rise in the brand value as well.

There are numerous ideas to create your online marketing strategies. All you need is to think out of the box and plan according to the occasion.

Also, while creating marketing campaigns your focus should be on how to touch your audience emotionally. It’s proven that sensitive topics can lead to gaining more attention and engagement. But make sure it should hurt or carry forward against the law.

Digital platforms can provide you with a vast playground where you can experiment and reach out to a million people with a great marketing strategy. So let’s get started to create your online marketing campaigns and reach millions of hearts. This is all about the top 25 Indian digital marketing case studies and you may comment below for any query. We would gracefully assist your query at the earliest.

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Great information about different digital marketing strategies fro big brands in india .

Thanks Rakesh for appreciating. Keep Reading!

rahul nishad

your content is outstanding ! plz come up with some more blogs on digital marketing stratergy ….

Sure Rahul, we will definitely share strategies centric posts. Soon!

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Digital India: A case study for world

India has several stories to tell about its success on social, economic and health fronts, but it is a story about the country’s digital transformation and its success in creating a citizen-centric digital economy which is creating a buzz in the world

Firm leadership and desire to empower common people through technology, has what made India a unique country in terms of digital growth. Today, internet connections have jumped from 251.5 million in March 2014 to 836.9 million in June 2022, registering a growth of 232 per cent, while broadband connections have jumped from 61 million in March 2014 to 816.2 million in September 2022, the Ministry of Communications said in its report in December.

The Internet and Mobile Association of India in its June 2022 report said around 346 million Indians are engaged in online transactions, including e-commerce and digital payments. This apart, India ranks 3rd in the world in Start-Up ecosystem with 107 Unicorns and more than 80,000 recognised startups.

Digital penetration

Low data price and rise in smartphone growth have contributed to significant increase in broadband growth in India. In the last eight years, broadband connections have risen from 61 million in March 2014 to 816.2 million in September 2022. Today, the number of smartphone users in India has increased to 600 million. This has led to propelling data consumption in India. Average monthly data consumption per wireless data subscriber increased by 266 times to 16.40 GB in June, 2022 from 61.66 MB in March 2014.

Digital quotient for business

Foundation of strong digital India was laid when the world’s largest digital identification programme—Aadhar was launched. More than 1 billion people are today enrolled under the Aadhar system which has evolved into a very important digital identity infrastructure. As a unique digital ID, Aadhar provides a powerful platform for authenticating a resident anytime and anywhere.

It has enabled India to become a leading country in the world in digital payments. More than 88400 million digital payment transactions were performed during 2021-22, while nearly 33000 million till July 24, 2022. Launch of Unified Payment Interface (UPI) has led to further revolutionising digital payments, and in firmly placing India on the track toward a cashless economy.

In the month of August 2022 alone, as per the Ministry of Finance, 346 banks were live on the UPI interface. A total of 6.58 billion financial transactions were carried out through UPI last year in August. UPI currently constitutes well over 40 per cent of all digital transactions taking place in India.

UPI has given a boost to small businesses and street vendors as it enables fast and secure bank-to-bank transactions even for considerably small amounts. It also facilitates quick money transfers for migrant workers. The technology is convenient to use as it requires minimum physical intervention, making it possible to transfer money simply by scanning a QR code.

Overall, digitization has added to the growth of the country’s digital economy. According to the Reserve Bank of India (RBI), India’s digital economy grew 2.4 times faster than the Indian economy, with strong forward linkages to non-digital sectors. As per the country’s central bank, 62.4 million workers are employed in the digitally dependent economy.

Digital growth and social benefits

Jan Dhan scheme, which emphasizes financial inclusion of the poor and those living at the margin of the society, has empowered more people because of India’s digital growth. As per the Ministry of Finance, the number of Jan Dhan account holders has grown threefold from 147.2 million in March 2015 to 462.5 million as on August 10, 2022. Of these Jan Dhan account holders, about 54 million received direct benefit transfer from the government under various schemes in June, 2022.

Key digital initiatives

India BPO Promotion Scheme (IBPS) and the North East BPO Promotion Scheme (NEBPS) are key initiatives which aim at creating employment opportunities and dispersal of the Information Technology and Information Technology Enabled Services (ITES) industry in small cities and towns by incentivising the setting up of Business Process Outsourcing (BPO) and ITES operations by providing financial support of up to ₹ 1 lakh per seat in the form of viability gap funding towards capital and operational expenditures.

Under IBPS and NEBPS, 246 BPO/ITES units have started operations covering 27 States/UTs and are providing direct employment to over 51,584 persons.

Amidst this, credit for India’s successful vaccination drive goes to CoWIN, a Covid tracking and tracing app which has proved to be a safe, secure, and trustworthy digital platform. It has helped people in establishing when, where and by whom they have been vaccinated. It has also proved to be highly effective in tracking the usage of vaccination and minimizing wastage.

Under Digital Village initiative at least one village per district per state and UT has been covered under the initiative through which digital services being offered are: digital health services, education service, financial services, skill development, solar powered street lights, business to citizen services and government to citizen services.

Affordability of connectivity, sheer size of IT professionals and the talent pool have contributed to India’s digital transformation. But how it has impacted common people’s lives in India has become a case study for the whole world.

Development diplomacy: Infusing dynamism to India’s approach in neighbourhood

Neighbourhood has always been the core of India’s foreign policy, but over the years a fresh life has been added to it through development diplomacy

Nepal under Prachanda

Prime Minister Narendra Modi was the first international leader to congratulate Prachanda on becoming Nepal’s new Prime Minister

Quad in quandary as North Korea continues to play dangerous game in Peninsula

China and more recently Russia because of its aggression in Ukraine have found in North Korea’s Kim Jong Un a useful nuisance that can keep the US, Japan and South Korea distracted

Deteriorating Pak-Afghan ties

Ties between Pakistan and the Taliban seem to be worsening as the latter is not able to repose its trust on Islamabad, seen by it as the root cause of problem afflicting the Afghan society today

Mail Id: [email protected]

Supporting digital literacy for women in India

Over the past 18 months, evidence has suggested that, globally, girls and women have been among those most negatively impacted by the switch to digital learning, with less access to technology and the internet compared to male learners.

Without equal access to technology and the internet, girls and women remain at a disadvantage, unable to develop the digital skills necessary to participate and succeed in increasingly digital societies.

OUP is committed to making knowledge and learning accessible through the power of technology and empowering all learners around the world in their learning, regardless of gender. As a result, in October 2020, we partnered with Literacy India to set up an education and skills development centre for women.

The objective of this centre is to enable women to be financially independent by upskilling themselves. Located in Noida, the facility enables women to take part in a variety of courses, including basic computer literacy. It also offers remedial education to children who lost schooling due to a lack of access to digital learning resources, with a particular focus on supporting girls' education. Through skills training, it is hoped that women who benefit from the centre will be able to find rewarding employment or become entrepreneurs, enabling them to better support themselves and their families.

Speaking about the initiative, former OUP India Managing Director Sivaramakrishnan Venkateswaran , said:

'At OUP, we believe in the transformative power of learning and education and this informs everything that we do. I am delighted that our charitable initiative with Literacy India will inspire progress and help these very talented women to realise their true potential.'

In addition to this, OUP and Literacy India have collaborated to support several education and skill development projects across centres in Delhi NCR and Kolkata over the years. Last year, OUP supported Literacy India with setting up the Karigari program in Kolkata, which provides skill-based certification courses to equip adult learners with technology learning. OUP India also worked with Literacy India to set up two digital learning centres during the pandemic, which helped teachers to stay connected children while the schools were closed.

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• India’s success a case study in using technology to transform citizens’ lives: MoS Rajeev Chandrasekhar

Digitisation of government services has facilitated the formalisation of informal sectors that now use digital payments and micro-credit: Rajeev Chandrasekhar

• Updated On Aug 4, 2023 at 01:15 PM IST

• Published On Aug 4, 2023 at 01:15 PM IST

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India Encashing On Digital Payments

Case study: solar energy, india encashing on digital payments.

September 5, 2018

Cashless transactions in India have grown at a fast clip and are expected to reach US$ 1 trillion annually by 2025; providing immense benefits for the economy.

The Government of India has also taken important measures to boost digital payments as part of its goal to transform India into a digital economy. The National Payments Corporation of India (NPCI), which is an initiative led by RBI and Indian Banks Association, launched the Unified Payments Interface (UPI) on April 11, 2016. UPI seamlessly manages multiple bank accounts within one mobile application of any participating bank 1 . This ecosystem that was built under NPCI has certainly caught on with accountholders. In August 2016, the interface handled 93,000 transactions worth Rs 3.1 crore for 21 banks. This has grown to 31.2 crore transactions valued at Rs 54,212 crore and 114 banks in August 2018 2 .

The NPCI also developed the Bharat Interface for Money (BHIM) app, which was launched by the Hon’ble Prime Minister Shri Narendra Modi on December 30, 2016. BHIM provides users with the facility of fast and convenient digital payments using UPI. From the total UPI transactions in August, around 16.5 million transactions amounting to Rs 6,872.57 crore were done through the BHIM app 3 . According to a tweet by Shri Subhash Chandra Garg, Secretary, Department of Economic Affairs, Ministry of Finance, Government of India, around 100 million Indians are now connected to the digital payments ecosystem.

In a study released in March this year, ACI Worldwide and AGS Transact Technologies further project that digital transactions in India could reach a value of US$ 1 trillion annually by 2025 4 . According to this report, four out of five transactions could be done digitally in India by that year. Key drivers for this shift will be doubling of smartphone users to 500 million, initiatives like UPI ensuring bank interoperability, connected devices (30 billion such devices anticipated globally by 2025), growth in new use cases for digital transactions and spread of digital payments to semi-urban and rural areas 5 .

The profound ongoing shift to cashless transactions bodes well for the Indian economy in many ways. Since digital payments can be tracked and authenticated, they will help curb black money flow and boost the formal economy. Usage of digital money will reduce the effort and cost pertaining to printing currency notes/coins. Moreover, digital enablement is helping the Government of India ensure Direct Benefit Transfer to beneficiary accounts for its schemes, thereby enhancing financial inclusion. Cumulative savings from DBT to the exchequer since 2013 are projected at Rs 1.25 lakh crore by the end of 2018-19 6 .

References:

1 - https://www.npci.org.in/product-overview/upi-product-overview  

2 - https://www.npci.org.in/product-statistics/upi-product-statistics  

3 - https://www.livemint.com/Industry/m1xfHBaM1tmqhPYaC2FmXP/UPI-transactions-cross-300-million-in-August.html

4 and 5 - https://www.aciworldwide.com/news-and-events/press-releases/2018/march/aci-worldwide-and-agsttl-highlight-megatrends-shaping-india-digital-payments-revolution

6 - https://www.ibef.org/research/india-study/jam-trinity

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Best eCommerce Digital Marketing Case Studies in India

• July 18, 2023

Table of Contents

Before we go into the list of the Best eCommerce Digital Marketing Case Studies in India, we’d like to ask our readers a few questions, especially those interested in becoming marketers.

Have you ever thought about how top-tier firms’ marketers produce incredible web campaigns? How are they going to get the “n” amount of followers on social media? What type of marketing approach do they employ for their company? Are there any regulations that must be followed?

Have you ever wondered what differentiates digital marketing from traditional marketing? And how businesses have adapted in order to develop incredible online advertising. Companies are more focused on reaching diverse audiences and raising knowledge about the product or service in traditional marketing. In digital marketing, on the other hand, businesses and campaigns are attempting to promote and generate digital content that is more focused on experience and interaction with end customers through the use of technologies such as social media. 

Because the internet has become such a vital part of our lives, brands and businesses are attempting to create an experience by emotionally engaging people.

Any firm, whether small or large, would benefit from a massive number of internet followers. Marketers have an excellent task in creating unique campaigns that attract people’s attention and encourage them to talk about the companies with their peers.

Digital marketing is a creative field that assists firms in connecting with customers over the internet. With the advent of technology and increased usage of social media, anybody from anywhere may contact the firm and share their experiences, suggestions, messages, services, complaints, and other information with a single click.

Case studies in digital marketing are an important element of learning about digital marketing tactics.

Studying digital marketing case studies can give you an idea of how companies have approached their target audience in unique ways that have increased sales and lead and had a significant social impact.

Case studies in digital marketing help us develop our knowledge and abilities, allowing us to avoid making the same mistakes that these organizations did in the past.

In order to stay ahead of the competition, businesses must continually find new and innovative ways to reach and engage their customers. Digital marketing is one of the most efficient and effective ways to do this, and case studies can be a great way to learn from others who have succeeded in this realm.

In this article, we’ll take a look at the top 10 eCommerce digital marketing case studies in India that provide valuable lessons for business owners looking to improve their online presence. Whether you’re just starting out in eCommerce or you’re looking for ways to take your business to the next level, these case studies are sure to offer some helpful insights. So without further ado, let’s get started!

1. DilHaiHindustani Hashtag Campaign By MakeMyTrip

Make My Trip is a high-quality travel agency that is also well-known on social media channels. All students should follow this brand since they are always presenting innovative campaigns and deals, particularly during the holidays.

By rewinding the revolutionary efforts for freedom, the online travel business exploited Independence Day as a key event to reach the youth.

They created the #DilHaiHindustani, which depicted India’s freedom journey from 1857 to 1947. The Mangal Pandey agitation, the Jallianwala Bagh massacre, the non-cooperation movement, Chandra Sekhar’s Kakori railway theft, and others were all mentioned.

People may participate by picking their favourite freedom fighter in the blog, sharing the blog by noting the name of the freedom fighter and the cause and increasing their chances of winning prizes by using the hashtag #DilHaiHindustani. 

2. IPL Team’s Digital Marketing Strategy By KKR

Even the Indian Premier League club couldn’t avoid the digital world. Kolkata Knight Riders (KKR) is a Twenty20 cricket franchise that represents Kolkata in the Indian Premier League (IPL). It is co-owned by Shahrukh Khan, a well-known Bollywood actor.

Due to its digital marketing efforts, the KKR squad has the highest level of engagement with its fans and followers. During the early days, KKR showed a keen interest in gaining internet followers and worked on a number of objectives, including how to increase KKR brand awareness without mentioning Shahrukh Khan, how to stay tuned and connected with fans, and how to keep them up to date with the updates and latest news.

To increase fan interaction, they initially chose to launch “Inside KKR,” a video blog dedicated just to KKR supporters, where fans can readily access news and their favourite players.

Second, they had a website blog as well as an official mobile app that kept supporters involved and informed about the team’s current happenings.

They devoted special attention to social media channels, and KKR’s digital marketing team even hosted a live screen Facebook discussion in Facebook’s Hyderabad headquarters.

KKR players held Twitter chats with their supporters and ran a unique “Cheer for KKR” campaign. This is for when any sports team adopts a digital strategy.

The campaign’s outcomes include:

• KKR is the most active IPL team on Twitter.
• With over 466K Instagram followers, KKR has become the most followed IPL team.
• KKR’s Facebook page had more than 15 million likes during the season, the most of any IPL franchise.

3. Transferkar Family By Tata Sky

The promotion was mainly aimed at families, as the name suggests. Obviously, the campaign’s goal was to promote Tata Sky’s Tata Sky+ Transfer product/service. This innovative tool transmits recorded video from a television to a mobile device or a tablet computer.

Basically, when it comes to channels, everyone in each household has their own tastes. However, for some reason, not everyone in the family watches their favourite shows at the same time.

This is particularly prevalent in Indian homes, where the head of the family controls the TV remote, and the rest of the family just follows his or her preferences.

The campaign was a great hit and went viral on social media and television advertising. During the promotion, consumers were offered cheap discounts on a variety of family-related materials. The campaign was a big success because of its grasp of the intended market, becoming one of the practical and best eCommerce Digital Marketing Case studies in India

4. ‘Mom’s Touch’ By Nivea India

This campaign was created particularly for Mother’s Day to honour all the amazing and selfless moms. Nivea’s Mom’s Touch ad included some incredible, altruistic mother tales from throughout the country.

The campaign was to assist moms who face a variety of challenges on a daily basis. Despite extraordinary circumstances, the woman does not give up on providing a stable future for her kid.

NIVEA’s Mom’s Touch is a social effort aimed at assisting moms who face difficulty on a daily basis. Mothers who, despite overwhelming obstacles, will stop at nothing to ensure their children’s future.

By publishing this film on social media channels, the brand urged the public to share the unselfish act of their moms. Their marketing plan also had a lovely goal of increasing viewing. The brand promised that if this video were shared on social media, the brand would donate to the girls.

This campaign was one of the most emotional and heart-touching e-commerce digital marketing case studies in India and was indeed a great success.

5. FloatABoat campaign By Paper Boat

Paper Boat is a well-known Indian brand of traditional beverages known for cocktails, including aam panna, golgappe ka pani, Jamun Kala khatta, and kokum, which can all be made at home. These tastes are popular among Indian families, although not everyone can make them at home.

According to Paper Boat’s objective, the goal of these beverages was to transport you back to those memories and float a boot this monsoon. The team also does an excellent job of carrying out the same goal through digital marketing initiatives. They devised a number of creative advertisements that appealed to the audience’s emotions and made them fall in love with the brand.

As the name suggests, the firm urged individuals to construct a paper boat as they did as children and post it on social media with the hashtag #FloatABoat and by following their social media sites.

According to the firm, Paper Boat will give Rs.20 to children’s education whenever this is shared on any social media platform.

The campaign’s goal reached millions of people, and it was a huge success, with paper boats clogging up timelines. You can now see how many people followed Paper Boat during the campaign.

• By the middle of July, 231 boats had been posted to the site.
• The company intends to release many more versions, at least 25 in all.
• The brand is currently accessible in 20,000 retail locations worldwide, including coffee shops like Barista Lavazza, airlines like Indigo and Jet Airways, and hotels like Westin and Trident.
• In just 5 months, the videos on YouTube have received over 40 thousand views, and the emotional impact has remained with a huge number of viewers.
• The Paper Boat donations will benefit Parivaar Ashram’s roughly 805 youngsters.

6. ‘Design Your Own Bucket’, ‘Radio KFC RJ Hunt’, and ‘Currycature’ By KFC

Social media is the finest medium when it comes to boosting your online visibility and increasing product sales inside the country. 

The same has been well followed by KFC, a well-known global food company. It is India’s most popular restaurant brand on social media. For brand awareness, KFC tested a number of strategies to expand its online presence on social media platforms.

KFC used mobile applications to target the youth generation with promotions such as the Radio KFC RK Hunt, Design Your Own Bucket campaign, and Currycature. These efforts aided them in raising brand recognition and increasing engagement.

When they first launched the Radio KFC RJ Hunt Campaign, 3000 individuals from 30 Indian cities competed.

It was a social media campaign to promote KFC’s brand in-house radio channel, in which fans used the Facebook App to record their voices and share their analog radio experience over the internet. Newcomers, in particular, wanted to try their hand at this quest and opted to participate in collaboration with the well-known brand.

Another creative KFC campaign was “Currycature,” in which participants were asked to create a figure with an ethnic Indian flavour and then upload the images. Around 17K Currycatures was created by fans, giving them a one-of-a-kind experience with the brand.

Another social media marketing tactic was the “Design Your Own Bucket” campaign, in which users were urged to construct their own unique KFC buckets.

There were around 5500 registrations in all, with competitors bringing their colourful KFC buckets. They’ve also introduced bucket entries with Sachin’s photo on a KFC bucket on the day he retired. Isn’t it amazing?

• KFC was named one of India’s top five fastest-growing social media businesses.
• KFC was named one of the top five socially engaged brands by Social Baker.
• Their Facebook page’s total positive interaction increased from 6.2 percent to 93.8 percent, more than three times the sector average.
• This campaign was recognized as one of the best e-commerce digital marketing case studies in India by various digital marketers.

7. The Great Indian Freedom Sale By Amazon India

You can’t overlook e-commerce enterprises when it comes to digital marketing strategies . During the same Independence Day celebrations, Amazon India, the world’s largest online retailer, used new marketing methods such as product advertisements and deals and judicious use of social media. The campaign we’ve been discussing may serve as an excellent example of internet marketing efforts, particularly in the e-commerce industry.

The tournament was held as part of Amazon India’s The Great Indian Freedom Sale, which included entertaining activities, and the winner received Amazon India shopping cards. The campaign was dubbed #10KeBaadKarenge, and it encouraged consumers to postpone their buying plans until after August 10th due to an Amazon deal.

Even their background, if you look at Amazon’s digital marketing case studies, we can see that they have always been intelligent and witty, which has resulted in increased engagement rates and brand exposure.

8. WohEkBaat By Shaadi.com

On Valentine’s Day 2019, shaadi.com ran a campaign called #WohEkBaat in which couples from all over the web came forward to share their one thing in common, and many TV star couples participated in the campaign, including Gurmeet and Debian, Suyyash and Kishwer, who asked their fans to share their #WohEkBaat on shaadi.com’s social media handles.

Shaadi.com is India’s most popular metaraminol website for wedding planning and social networking. It began in India in 1997 and has now expanded to include more than seven nations, including the United States, Pakistan, the United Arab Emirates, and the United Kingdom as of 2019.

 The campaign’s outcomes include:

• The contests had over 500 submissions on Valentine’s Day, and around 200k people interacted with #WohEkBaat postings.
• On Valentine’s Day, #wohekbaat achieved 1.4 million Instagram followers, an increase of 5% across all social channels.

9. IndiaInvited By Kotak 811 Campaign 

This campaign was to suggest that Indian citizens open a digital accounts.

The #IndiaInvited campaign was promoted on social media with the use of tales, inventions, and events that highlighted the principle of inclusion and indiscrimination and appealed to every Indian to join Kotak 811’s drive for a more equal society. 

The goal was to engage the audience while also recognizing India’s variety and originality, as well as its people.

In the campaign’s ad film, Bollywood Superstar Ranveer Singh told the message of inclusiveness, and Tonic Worldwide, a digital agency, amplified the notion of digital and engaged with the digital audience through quality discussions and innovations.

• In terms of quantitative outcomes, over the period, Reach was 9.56 million, Impressions were 702 million, engagement was 873 thousand, Views were 15 million on Facebook, and the Engagement Rate grew by 47 percent.

10. 6 Months-Breakup-Challenge By OLX

OLX is one of the most popular C-to-C websites in the United States. People were urged to sell the pre-owned products that they had not used in the previous six months on OLX as part of a campaign termed “Six Months Breakup Challenge.”

This is based on CRUST’s (Consumer Research on Used-Goods and Selling Trends) data, an annual consumer study that helps OLX better understand user behavior and other consumer trends.

The campaign was broadcast on television, radio, the internet, and social media, prompting individuals to sell and discard items they no longer needed. 

eCommerce Digital Marketing Case Studies in India have always been beneficial as a sort of live-learning experience because digital marketing tactics show us how customers react and behave in different ways.

No digital marketing plan needs to be unique; instead, it should be successful, relevant, and timely.

Every brand/company is unique, and each digital marketing plan is based on your brand’s identity and how you engage with people to generate interest and demand.

The e-commerce digital marketing case studies in India presented above are excellent examples of how innovative and effective digital marketing can be.

Did you feel this article was relevant, covering all the essentials of digital marketing for your knowledge? Or, have you come across any digital marketing case study which was resourceful to you and your digital growth?

Do let us know below in our comments section. We’d love to have an informative conversation with you.

Written By Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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Centre for Case Studies

“Annual Decision Making/Teaching Case Study Competition

Guidelines For Annual Decision Making/Teaching Case Study

The objective of IIPA’s Case Study Programme is to build a body of knowledge in governance through case studies with a view to promote deeper and wider understanding of the functioning of Indian Administration in its specific environmental and institutional framework and also to broaden our knowledge and understanding of global and national best practices. In order to develop relevant case studies for use in the learning process, IIPA has renamed its annual case study competition as the Annual Decision Making/Teaching Case Study Competition.

A case study submitted for this competition should aim to facilitate the development of conceptual, behavioural and analytical skills, highlight areas for reform and improvement and promote sensitivity of the readers towards important issues, problems and challenges of public administration and governance.

The Case study may cover one or more of the following facets of public administration and governance:

• State-Specific Studies

Public policy issues and processes such as: conceptualization; planning; implementation; monitoring; evaluation and review of plans; programmes; schemes and projects with special reference to a State;  

• Public Service delivery

Rural Development, Urban Development, Area based development policies, programmes, projects and schemes such as MNREGA, Consumer Awareness, Gender Sensitization, Social Empowerment and Social Inclusion, Digital governance; Swachh Bharat, Ayushman Bharat, COVID and Public Health;  

• Service Sector

Service sectors including physical, social and economic infrastructure development, social services, voluntary organizations, cooperatives, Non-Governmental Organizations (NGOs) and Public Private Partnership (PPP); Corporate Social Responsibility, Foundations etc.  

• Contemporary Issues

Disaster Mitigation Strategies, Impact of COVID on Economy, Renewable Energy, Skilling for Re-employment of Migrants, One Nation-One Election, One Nation-One Ration Card, Pradhan Mantri Garib Kalyan and Social Security.

• New Age Organisations in Experiential Economy : Theories and Perspectives

The case study must be in two parts.

Part I is to comprise 5-10 A4 size pages typed in double space using size 12 of Times New Roman font and keeping one and half inches margin on each side of the page.  It should consist of a description of an official organizational context concluding with an important decision to be made . The following information could be provided: the decision to be made – what, why and who has to make it; a brief history of the organization, its vision/mission/values, goals/objectives; the present scenario; key strengths and weaknesses of the organization; challenges, threats and opportunities; influential personalities/groups relevant to the focal decision – their feelings/views (given in quotations) as obtained through interviews or accurately paraphrased. Further, it may also cover socio-political, economic, technological and cultural pressures; group and personality factors - values, attitudes, needs and expectations; skills; organizational reward system; behaviour modeling and example setting by the organisation’s leadership and other factors relevant to the focal decision; visualized options/alternatives that seem to be available and their immediate, short term, medium term and long term consequences – the pros and cons thereof. Finally, instead of calling this part of the case study as Part I, it should be given a title based upon either one of the following:-

• focal organization/department/division/unit/section, programme/project/ scheme;
• focal decision to be made.

Part II is to comprise 1 – 3 A4 size page(s) typed in double space using size 12 of Times New Roman font and keeping one and a half inches margin on each side of the page.  It should consist of the case writer(s) perceptions of what actually happened  – the decision that was actually made, why, with what expectations, the actual consequences that occurred and any views that the case writer wished to share  vis-à-vis  the case and the important learning – problems/concepts/insights and or skills – that the case may be utilized for imparting in the teaching/training process. Finally, instead of calling this part of the case study as part II, it should be entitled :  Perceptions of the Case Writer (s).

An executive summary of the case study is to comprise 1 – 2 A4 size page(s) and typed in the same way as Parts I and II mentioned earlier. Three copies each of the case study (i.e., Parts I and II) and the executive summary are to be submitted.

Each case study should be accompanied by the following information: title of the case study; name of the case writer (s); address and telephone(s) of the Case Writer(s) and fax/email where available.  The case writer(s) should also state whether the case study has been approved for publication by the concerned organization or whether approval is yet to be taken; and, finally, the signature(s) of the case writer(s).

• Recent Case Studies
• Proposed Case Studies

Resource Person

• “Digital India – A Case Study of Pradhan Mantri Gramin Digital Saksharta Abhiyan (PMDISHA)” ,2022 by Shiv Prakash Katiyar
• “Macro-potential of Microchip Manufacturing TSMC (Taiwan Semiconductor Manufacturing Company)”, 2021 by Dipayan Pal
• Fight against COVID-19: A Case Study from Chandigarh -2021 by  Nemi Chand Goliaya  
• Naina Town Planning Schemes-Land Owner’s Meet in Pre Covid and Post Covid Times -2020 by  Ms. Kanchan Gupta and Ms. Smita Nimsarkar
• Public Service Delivery COVID and Public Health -2020 by  Shiv Prakash Katiyar
• Rule of Law must ensure that Hashimpura never Happens (A Case study on the Barbaric use of state force) -2019 by  Manish Kumar Tiwary
• Despite all odds the truth alone triumphs -2018 by .Divya Singhal
• The Jack The Jockey and The Celebrity -2018 by Priya Sharma
• A Role and Responsibility of Politicians, Administrators and Civilians: A Case Study of Waste Management in Aurangabad (AMC) -2018 by  Jayashri T. Birdavade-Bhandwaldar
• Creating a Safe Work Environment- Zatlars struggle against Sexual Harassment -2017 by  Athena Desouza
• Automation of Zone Confirmation Statement (ZCS) -2017 by  Rashmi Wanjare
• Decision Making for Selection on Merit -2016 by  Supriyanka Govekar
• How Pletora of Bad Decision-Making Caused Law and Order Problem on the University Camps -2016 by  Ketan S. Govekar
• Panchayat Elections in India by Ashutosh Kumar
• DGGI Uttar Pradesh by Jayesh Sharma 
• Impact of Rubeer plantation on trible livelihood by Harish Kumar
• Impact Evaluation on PVTGs by Haris Kumar
• Safety of Women Under Nirbhaya Fund by Chandra Sen & Spreha Jain
• Blended Capacity Building Programme for the Stakeholders of River Ganga by Daljeet Kaur
• Dr. Neetu Jain
• Dr. Saket Bihari
• Dr. Sapna Chadah
• Dr. G. Mohapatra
• Dr. Surabhi Pandey

Digital India Project Class 12 and 11 – Economics

Table of Contents

INTRODUCTION

Digital India is an initiative of the government of India to integrate the government departments and the people of India. It aims at ensuring that government services are made available to citizens economically by reducing paperwork. The initiative also includes a plan to connect rural areas with high-speed internet works. Digital India has three core components. These Include

• The creation of digital infrastructure
• Delivering services digitally
• Digital Literacy

WHAT IS DIGITAL INDIA?

• Digital India is a program to prepare India for a knowledgeable future.
• The focus is on being transformative-to realize IT+IT=IT

DIGITAL INDIA: A PLETHORA OF OPPORTUNITY FOR IT

• Today we are in the midst of a third industrial revolution powered by digitalisation, the first one being driven by steam engines & electricity.
• Digital transformation is causing a massive upheaval in cross- industries & socities. When it comes to the pace of technology advancement we are firmly in the second half of the Chen board where each subsequent advancement is massively more impactful than all previous advancements.
• A key area of investment under this initiative is to improve the government to citizen interface of various service deliveries. The government is serious about automated delivery of services & we can see it in the JAM paradigm -JOM Dhan Yojana for direct benefit transfer based on Aadhar infrastructure & mobile interface for banking.
• The government has saved Rs13,000 crore in booking gas subsidiaries. past fiscal setting technology to use and now proposes to extend the technology to deliver MNREGS subsidies.
• For technology companies. Digital India opens up a plethora of opportunities such as building the broadband infrastructure, creating identity solutions payment systems, web or mobile-based delivery structures and so on.
• Cybersecurity is another key area of focus
• Smart cities are another big area of opportunity for technology companies as part of digital India.
• Closely tied to the digital program is the ‘Make in Inda’ initiative. For India to transition to a digital future a greater proportion of its consumption must be serviced locally.

ACHIEVING DIGITAL INDIA

• The obvious function of Digital India’s is the repetitive infrastructure, but the government’s conception of infrastructure is somewhat lopsided and too broad in some aspects. while not emphasizing others enough.
• The first step has to be to create a robust extensive fibre optic network and to make more specimens available for wireless connectivity. The latter in particular with the use of smart homes and smaller tablets will make expensive projects such as common service centres almost unnecessary.
• A nationwide digital network will require robust software, especially for security. the continental instances of security breaches in developed countries with supposedly advanced digital infrastructure reinforce the view that security is a paramount concern for new digital infrastructure.
• The government of India has initiated a giant loop forward to transform the country into a digital knowledge economy.
• Digital Inda will help in leveraging India’s globally acclaimed IT competence for the benefit of 120 crore Indians.
• It will help in reducing corruption, getting things done quickly & will help in reducing paperwork.
• Some of the facilities which would be available through this initiative are a Digital locker, Education, e-health, Digital signature and national scholarships portal.

DIGITAL INCLUSION INTEGRATED INTO SOCIAL SERVICE

The imperative comprehensive digital inclusion strategies are not solely tried to economic issues but also government agencies their sum e-govt initiative to improve citizen services & optimized operational efficiency.

• Educational content also needs to be available in major Indian languages
• The final aspect of implementing a vision of Digital India should be digitizing the internal working of government not just at the national and state levels, not just at the national & state levels but down to local governments. This is a huge undertaking. Even basic aspects of operations such as accrual accounting are absent- from sub-national tiers of government.
• The second priority is to make sure that there is enough expertise to maintain this infrastructure.
• Third, basic software implementation & educational content should be made available in multiple Indian languages.

As a result, a growing number of services are being offered to the public online these include

• Food assistance
• Training opportunities
• Recreational facilities and programme
• Financial assistance

VISION OF DIGITAL INDIA

Shri Narendra Modi’s vision of digital India

I dream of an India where

• High-speed digital highways unite the nation.
• 12 connected Indian drive innovation
• Access to information no barriers
• The technology ensures the citizen-government interface is incorruptible
• Government proactively engages with the people through social media.
• Quality education reaches the most inaccessible connections driven by digital earings.
• Quality healthcare percolates light up to the remotest regions powered by e-healthcare.
• Farmers are empowered by real-time information to be connected to the global markets.
• Mobile enable emergency services to ensure personal security.
• Mobile& E-banking ensure financial inclusion.

3 KEY AREAS

Infrastructure as utility to every citizen.

• High-speed internet as well as core utility.
• Grade to grave digital identity-unique, lifelong, online and authenticable.
• Mobile phone & Bank Account-enabling participation in digital & financial space.
• Easy access to a common service centre.
• Shareable private space on a public cloud.
• Safe and secure cyber-space.

Original India provides the intensified impetus for further momentum and progress for e-Governance and would promote inclusive growth that covers electronic services, products, devices, manufacturing and job opportunities.

GOVERNANCE AND SERVICES ON DEMAND

• Seamlessly integrated across departments or jurisdictions.
• Services are available in real-time from online & mobile platforms.
• All citizen entitlements are to be available on the cloud.
• Services digitally transformed for improving the ease of doing business
• making financial transactions Electronic & cashless.
• Leveraging G’s for decision support systems & developments.

DIGITAL EMPOWERMENT OF CITIZEN

• Universal Digital literacy
• Universally accessible digital resources.
• All documents/certifications are to be available on the cloud.
• Availability of digital resources/services in Indian languages.
• Collaborative digital platform for participative governance.
• Portability of all entitlements through the cloud.
• Universal digital literacy.

PROGRAMME MANAGEMENT STRUCTURE

The programme management structure for the Digital India programme as endorsed by the Union cabinet is as follows.

For effective management of the Digital India programme the programme management structure would consist of a monitoring committee on digital India needed by the Prime Minister, a digital India Advisory group cheered by the minister of communications & IT and an apex committee chaired by the cabinet secretary.

The structure has the needed secretarial monitoring/technical support & appropriate decentralization of power & responsibility to ensure the effective execution of the various projects/components by the implementing departments/teams. Key components of the programme management structure would be as follows

• CABINET COMMITTEE ON ECONOMIC AFFAIRS(CCEA) for programme level policy decisions.
• Monitoring committee on digital India under the chairpersonship of the prime minister which will be constituted with representation drawn from relevant ministries/departments
• A digital India advisory group headed by the minister of communications and IT
• Apex Committee.
• Expenditure finance committee 9EFO)/ committee on nonplan expenditure
• A council of mission leaders on digital India
• State committee on Digital India

FOr effective monitoring of Digital India’s usage of the project management information system would be mandatory in each new & existing mission mode project to capture the real or near-real crime details about the progress of the project. This cool should be proficient enough to capture the parameters for each stage of the project namely conceptualisation & development.

Since “e-Kranti”.natioanl e-governance plan 2.0 is already integrated with the Digital India programme, the existing programme management structure established for the national e-governance plan at both national& state levels.

the estimated impact of Digital India by 2019 would be cross-cutting ranging from broadband connecting in all panchayats.

EFFECTS OF DIGITAL INDIA PROJECT BY 2019

• Wifi in 2.5 lakh educational institution,all universities,community,wi-fi location for people.
• Job creation: immediate 1.7 cr and oblique at least 8.5cr
• India to be innovative in 17 us in solutions health, knowledge, financial.
• High spend investment in 2.5 lakh villages universal phone connection
• 400,000 community internet access point
• Digitalisation by 2020.
• e-governance & e-service across government.
• Originally motivational people public reasoning internet access.
• The programme will generate a huge no of IT.welcome & electronics jobs, both directly & indirectly

The success of this programme will make India originally empowered & the leader in its usage of It in the delivery of services related to carrier domains.

NINE PILLARS OF DIGITAL INDIA

• BROADBAND HIGHWAYS This covers three sub-components, namely broadband for all rural. Broadband for all urban & natural information infrastructure under Broadland for all rural,250 thousand village panchayats would be covered by December 2016.DOT will be the nodal department & the project cost is estimated to be approximately Rs 32,000 crores. under broadband for all urban, virtual network operators would be leveraged for device delivery & communication infrastructure.
• UNIVERSAL ACCESS TO MOBILE CONNECTIVITY The initiative is to focus on network penetration & fill the gaps in connectivity in the country. Al together 42,300uncovered villages in India will be covered for providing universal mobile connectivity in the country.DOT will be the model department & project cost will be around Rs16,000 or driving EY 201-2018.
• PUBLIC INTERNET ACCESS PROGRAMME The euro sub-components of the public internet-access programme are common service centres & post offices as multi-service centres common services centres would be when themed e its number would be increased from approximately 135,000 operation ar present to 250,000 i.e one 9SC in each gram panchayat. ( SC would be made viable multi-functional and points for delivery of government and business services.
• E-GOVERNANCE REFORMING GOVERNMENT THROUGH TECHNOLOGY Government Business process re-engineering using It to improve transaction is the most critical for transformation is the most critical for transportation across government & therefore needs to be implemented by all ministries/ department. The guiding principles for reforming government–through technology from simplification & field reduction forms should be made simple & user frequency 7 only minimum.
• E-KRANTI-ELECTRONIC DELIVERY OF SERVICE There are 31 mission mode projects under different stages of the governance project lifecycle, further 10 new MMPs have neem added to thee-Kranti by the Apex Committee on the National e-governance plan (NCGP) headed by the cabinet-secretary units meeting held on 18th March 2014.
• INFORMATION FOR ALL Often Data platforms & online hosting of information & documents would facilitate & easy access to information for citizens. Government shall pro-actively engage through social media and web-based platforms to inform citizens My Gov. has already been launched as a medium to exchange ideas/suggestions for the government.
• ELECTRONIC MANUFACTURING Target NET zero imports is a striking demonstration of intent. This ambitious goal requires coordinated action on many fronts. Taxation incentives. Economics of scale, eliminate cots disadvantages. Incubators, clusters.
• IT FOR JOBS 1 Cr students from smaller towns & villages will be trained for IT sector jobs over 5 years. Delete would be the nodes department for this scheme.BPOs would be set up in every month eastern state to facilitate ICT enabled growth in these states.5 lakh rural workforce would be trained by the telecom service provider.

DIGITAL SERVICES IN RURAL AREAS

On its initiative, DEF is convincing and helping gram panchayats 24 village councils to take the digital route for better governance, set up their websites and facilitate elected panchayat representation to become digitally literate.

On its initiative, DEF is convincing and helping gram panchayats or village councils to take the digital rule for better governance, to set up their websites. In 2010, DEF in Partnership with the national information exchange of India, an autonomous body of the ministry of communication 7 IT, started convincing gram panchayats to set up their websites to go online.DEF initiated and rolled out the original panchayat programme in collaboration with the National Internet Exchange of India in 2010.

• To empower citizens of every panchayat with bottom-up and lop down information & content.
• TO improve the development, governance & public service delivery at the panchayat level through the information on policy programmes and implementation.
• Co-create a digital data hosue at every panchayat level.
• To give a flip to the right to information campaign.
• More than 500 panchayats have been digitally enabled and they now have an online presence.
• Over 50 CIRCs in 10 states have digital panchayat centres which help panchayats to go online.
• Over5,000 gram panchayat members have been made digitally literate
• All digital panchayat centres have NELY affliction for providing training panchayat members.

SCOPE OF STUDY

• The overall scope of the study is to preface & make Indians aware of a knowledge future.
• On being transformative that is to realize IT (Indian Talent) + IT ( Information Technology) =IT (India Tomorrow)
• TO know about making technology central to enabling change. we can see the changes & development. The technology of India in a digital way.
• As digital India is being an umbrella programme, that is covering many departments.
• The programme weaves together a large number of ideas & thoughts into a single, comprehensive vision so that each of them is seen as part of a larger goal.
• Each element stands on its own but is also part of the larger picture.

RESEARCH OBJECTIVES

• The most important objective to study digital projects is to know about the digital services which India will go to adopt soon.
• To create awareness about the digital services among the young generation.
• To make students aware of how they can maintain digital wellness by taking informed decisions c becoming safe, respectful & responsible users of digital technology.
• To empower every citizen with accessible digital services knowledge & information.
• Imparting digital services to a rural area. The digital India campaign primarily aims to impact small towns & rural areas where a big chunk of the population is untouched by digital.

NEED OF STUDY

• To make people aware of the digital India project by the government of India.
• To effectively deliver the management of Digital India.
• The core philosophy of the digital India project is to give all citizens of the country access to the internet as a way to interact with their government’s avail of public services.
• To analyse the growth in areas of electronic services products, manufacturing & job opportunities etc after digitalization.
• To analyse the digital effects in the country after completion of the project by 2020.
• To increase the demand for e-services economy India.

RESEARCH METHODOLOGY

My research methodology requires gathering relevant data from the specified documents and compiling databases for a more complete understanding. I hope to shed light on the questions through my research.

• DATA COLLECTION Primary data A consumer survey in digital India
• SECONDARY DATA Study reports from the internet Articles in newspapers & the internet
• DATA COLLECTION TOOLS Questionnaire survey Internet Newspaper
• TYPES OF RESEARCH Explanatory research Description research
• SAMPLING Target population-Mumbai City Sampling unit-Individual respondent Sample size-100 respondents only

PRIME MINISTER’S SPEECH ON DIGITAL INDIA

The speech was held in 1-July-2015 in Delhi at the launch of the digital India campaign. Taking about his dream of digitally connecting India PM Modi launched his ambitious Digital India project. the project aims to create a digitally empowered society & knowledge economy. Modi spoke extensively of his vision for digital India.”I dream of a digital India where high sped digital highways unite the nation.

I dream of a digital India where 1.2 billion connected Indians drive innovation. I dream of a Digital India where the government is often and governance is transparent. I dream of a digital India where the rural economy has access to e-healthcare. I dream of a Digital India where the world looks to India for the next big idea” he said.” Just like make in India is important-design in India is also important”

DATA ANALYSIS & INTERPRETATION

Q1) Are you aware of Digital India Projects?

INTERPRETATION

The above pie chart shows the percentage of awareness of the ‘Digital India Project’.

• Out of 100 (i.e 70%), respondents are aware of the digital India project.
• 12 out 0f 100(i.e 12%) respondents have no idea about Digital India Projects
• 18 out of 100 (i.e 18Z%) respondents have just heard the same digital India project’.

Q2) Do you think the Digital India project will uplift the standard of living?

Do the above Pie charts show that the ‘Digital India Project’ will uplift the standard of living or not?

• 93 out of 100 (i.e 93%) respondents think that Digital India Project will uplift the standard of living
• 7 out of 100( i..e7%) respondents think that the ‘Digital India Project’ will not be able to uplift the standard of living.

Q3) Do you want to live in a digitalized city?

The above pie chart shows the percentage of the respondents who want to live in a digitalized who don’t want to live in a digitalized city & indifference.

• 73 out of 100( i.e 73%) represent wanting to live in a digitalized city.
• 17 out of 100 (i.e 17%) respondents don’t want to live in the digitalized city.
• 10 out of 100 (i.e 10%) respondents are indifferent.

Q4) according to you what is the most important thing to converting India digitally?

The above pie chart shows the percentage of the most important thing to convert India Digitally

• According to 20 out of 100 (i.e 20%) respondents literacy for rural people is the most important thing to converting India digitally.
• According to 21 out of 100 (i.e 21) represents digital education is the most important thing to convert India digitally
• 54 out 0f 100 (i.e 54%) respondents think that things are equally important to convert India digitally.

Q5) Do you think rural people can able to adopt the digital change in our country?

The above pie chart shows whether rural people can able to adapt to the digital changes or not.

• According to 65 out of 100 (i.e 65%) respondents, rural people can able to adopt the digital changes in the country
• 35 out of 100(i.e 35%) respondents think that rural people may not be able to adopt the digital changes easily.

Q6) According to you which sector will get developed most after digitalization in India?

The above pie charts show the percentage of the sector which will get developed most after digitalization in India.

• According to 35 out of 100 (i.e 35%) respondents IT sector will get developed most after digitalization in India.
• According to 35 out of 100 (i.e 35%) respondents, the IT sector will get developed most after digitalization in India.
• 18 out of 100 (18%) respondents think the education sector will get developed most after digitalization in India.
• 27 out of 100 ( i.e 27%) respondents their service sector will get developed most after the digitalization of India.
• 20 out of 100 (i.e 20%) respondents think the rural sector will get developed most after digitalization in India.

Q7) After digitalization, which area will become more convenient to you as compared to their current services?

• According to 16 out 109 (i.e 15%) rspondenst,reseravtion will become more conevenient after digitalisation.
• 11 out o f100 (i.e 11%) respondents think banking will become more convenient for them through digitalization.
• 17 out of 100 (i.e 17%) respondents thrive electricity/water facilities will become more convenient to them after digitalization as compared to their current services.
• 46 out of 100 (i.e 46%) respondents think educational institutes will become more convenient.

Q8 ) What is your idea of ‘Digital India’?

• 23 out of 100 (i.e 23%) respondents’ idea of a digital India is an internet connection in every rural area.
• 20 out of 100 respondents’ idea of a digital India is the digitalization of all government work.
• 41 out of 100 (i.e 41%) respondents’ idea of a digital India is free in all public places.
• 11 out of 100 respondents’ idea of digital India is digital literacy.

Q9) What rating would you give to this ‘Digital India Project’?

• 24 out of 100 respondents rating for the digital India project as excellent.
• 63 out of 100 (i.e 63%) respondents rated fro ‘The Digital India project as good.
• 9 out of 100 (i.e 9% ) respondents’ rating for Digital India is fair.
• 4 % reopen dent -rating is poor.

Q10) Do you think Digital India Project will get successful?

• 62 out of 100 respondents agree that Digital India Project will be successful.
• 8 out of 100 (i.e 8%) respondents disagree about the success of the digital India project.
• The remaining 30 out of 100 (i.e 30%) respondents are indifferent about the success of the ‘Digital India Project’.
• Most people are aware of the Digital India project.
• The Digital India project will be going to uplift the standard of living.
• People want to live in a city where every work is digital.
• Literacy to every other rural people & providing digital education is a very important thing to convert -India originally.
• Rural people can able to adopt the digital changes only if they will be given proper guidance on digital literacy & knowledge.
• IT sector will get employment opportunities because this project requires fresh IT skills. There is going to be sector vast change in development – in the service sector as well as the rural sector.
• According to most the people .’The Digital India project has been rated “good”.

RECOMMENDATION

• The Indian government needs t start providing digital literacy is curvy other citizens.
• To create an impact of digital India to be realized we have to use technology to solve problems faced by Indians & for that we need a very strong culture of grounds up frugal innovation in IT.
• Our recommendation to the government would be to set up Ppp forums in each of these segments to invite the industry to participate in these where they have the domain experts & interest.
• The government has set the stage with a strong vision & an equally strong show of will to make it happen.
• The one area where this kind of a model is needed with a high level of urgency.
• It is recommended that every citizen must realize that such an important & enormous vision cannot be the government’s job alone.
• The present study is confined to a minimal sample size & may not reflect the opinion or response of the entire population in general. There were only 100 respondents taken for the survey.
• The results of our study entirely confirmed the other responses of the Mumbai citizens and might deviate in terms of actual population as a whole recommendation given effect the study is entirely dependent on the survey & secondary & primary analysis done in the report.
• Most people are aware of Digital India from the survey, we have concluded the Digital India Project will uplift the standard of living people want to live in a digitalized city as it will provide a better lifestyle through digital services. In rural area people will also be able to adopt the digital changes only if the government of India provide the proper training & digital training, it will be difficult for the Indians to get comfortable with digital changes in the country.
• Digital India will be providing loss of jobs opportunity & will help in reducing unemployment prom the country.
• Securing may become a matter of concern other than this, the error in the system may lead to a serious problem. People have lost expectations towards this project Government of India has to stand upon the expectation.

ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher as well as our principal who gave me the golden opportunity to do this wonderful Digital India project class 12. This also helped me in doing a lot of research & I come to know about so many new things I am thankful to them. Secondly, I could like to thank my parents and friends who helped me a lot in finalizing this project within the limited time frame.

CERTIFICATE

This is to certify that a student of class XI has completed the research on the project.” DIGITAL INDIA” under the guidance of during the year 2018-2019

MANOJ JANGIR ECONOMIC TEACHER Signature

BIBLIOGRAPHY

www.wikipedia.com www.digitalinida.gov.in

• The digital India book
• The times of India
• Economic times
• Slide share
• Google Scholar

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Landmark Cyber Law cases in India

• Post author By ashwin
• Post date March 1, 2021

By:-Muskan Sharma

Introduction

Cyber Law, as the name suggests, deals with statutory provisions that regulate Cyberspace. With the advent of digitalization and AI (Artificial Intelligence), there is a significant rise in Cyber Crimes being registered. Around 44, 546 cases were registered under the Cyber Crime head in 2019 as compared to 27, 248 cases in 2018. Therefore, a spike of 63.5% was observed in Cyber Crimes [1] .

The legislative framework concerning Cyber Law in India comprises the Information Technology Act, 2000 (hereinafter referred to as the “ IT Act ”) and the Rules made thereunder. The IT Act is the parent legislation that provides for various forms of Cyber Crimes, punishments to be inflicted thereby, compliances for intermediaries, and so on.

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However, the IT Act is not exhaustive of the Cyber Law regime that exists in India. There are some judgments that have evolved the Cyber Law regime in India to a great extent. To fully understand the scope of the Cyber Law regime, it is pertinent to refer to the following landmark Cyber Law cases in India:

• Shreya Singhal v. UOI [2]

In the instant case, the validity of Section 66A of the IT Act was challenged before the Supreme Court.

Facts: Two women were arrested under Section 66A of the IT Act after they posted allegedly offensive and objectionable comments on Facebook concerning the complete shutdown of Mumbai after the demise of a political leader. Section 66A of the IT Act provides punishment if any person using a computer resource or communication, such information which is offensive, false, or causes annoyance, inconvenience, danger, insult, hatred, injury, or ill will.

The women, in response to the arrest, filed a petition challenging the constitutionality of Section 66A of the IT Act on the ground that it is violative of the freedom of speech and expression.

Decision: The Supreme Court based its decision on three concepts namely: discussion, advocacy, and incitement. It observed that mere discussion or even advocacy of a cause, no matter how unpopular, is at the heart of the freedom of speech and expression. It was found that Section 66A was capable of restricting all forms of communication and it contained no distinction between mere advocacy or discussion on a particular cause which is offensive to some and incitement by such words leading to a causal connection to public disorder, security, health, and so on.

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In response to the question of whether Section 66A attempts to protect individuals from defamation, the Court said that Section 66A condemns offensive statements that may be annoying to an individual but not affecting his reputation.

However, the Court also noted that Section 66A of the IT Act is not violative of Article 14 of the Indian Constitution because there existed an intelligible difference between information communicated through the internet and through other forms of speech. Also, the Apex Court did not even address the challenge of procedural unreasonableness because it is unconstitutional on substantive grounds.

• Shamsher Singh Verma v. State of Haryana [3]

In this case, the accused preferred an appeal before the Supreme Court after the High Court rejected the application of the accused to exhibit the Compact Disc filed in defence and to get it proved from the Forensic Science Laboratory.

The Supreme Court held that a Compact Disc is also a document. It further observed that it is not necessary to obtain admission or denial concerning a document under Section 294 (1) of CrPC personally from the accused, the complainant, or the witness.

• Syed Asifuddin and Ors. v. State of Andhra Pradesh and Anr. [4]

Facts: The subscriber purchased a Reliance handset and Reliance mobile services together under the Dhirubhai Ambani Pioneer Scheme. The subscriber was attracted by better tariff plans of other service providers and hence, wanted to shift to other service providers. The petitioners (staff members of TATA Indicom) hacked the Electronic Serial Number (hereinafter referred to as “ESN”). The Mobile Identification Number (MIN) of Reliance handsets were irreversibly integrated with ESN, the reprogramming of ESN made the device would be validated by Petitioner’s service provider and not by Reliance Infocomm.

Questions before the Court: i) Whether a telephone handset is a “Computer” under Section 2(1)(i) of the IT Act?

• ii) Whether manipulation of ESN programmed into a mobile handset amounts to an alteration of source code under Section 65 of the IT Act?

Decision: (i) Section 2(1)(i) of the IT Act provides that a “computer” means any electronic, magnetic, optical, or other high-speed data processing device or system which performs logical, arithmetic, and memory functions by manipulations of electronic, magnetic, or optical impulses, and includes all input, output, processing, storage, computer software or communication facilities which are connected or related to the computer in a computer system or computer network. Hence, a telephone handset is covered under the ambit of “computer” as defined under Section 2(1)(i) of the IT Act.

(ii)  Alteration of ESN makes exclusively used handsets usable by other service providers like TATA Indicomm. Therefore, alteration of ESN is an offence under Section 65 of the IT Act because every service provider has to maintain its own SID code and give its customers a specific number to each instrument used to avail the services provided. Therefore, the offence registered against the petitioners cannot be quashed with regard to Section 65 of the IT Act.

• Shankar v. State Rep [5]

Facts: The petitioner approached the Court under Section 482, CrPC to quash the charge sheet filed against him. The petitioner secured unauthorized access to the protected system of the Legal Advisor of Directorate of Vigilance and Anti-Corruption (DVAC) and was charged under Sections 66, 70, and 72 of the IT Act.

Decision: The Court observed that the charge sheet filed against the petitioner cannot be quashed with respect to the law concerning non-granting of sanction of prosecution under Section 72 of the IT Act.

• Christian Louboutin SAS v. Nakul Bajaj & Ors . [6]

Facts: The Complainant, a Luxury shoes manufacturer filed a suit seeking an injunction against an e-commerce portal www.darveys.com for indulging in a Trademark violation with the seller of spurious goods.

The question before the Court was whether the defendant’s use of the plaintiff’s mark, logos, and image are protected under Section 79 of the IT Act.

Decision: The Court observed that the defendant is more than an intermediary on the ground that the website has full control over the products being sold via its platform. It first identifies and then promotes third parties to sell their products. The Court further said that active participation by an e-commerce platform would exempt it from the rights provided to intermediaries under Section 79 of the IT Act.

• Avnish Bajaj v. State (NCT) of Delhi [7]

Facts: Avnish Bajaj, the CEO of Bazee.com was arrested under Section 67 of the IT Act for the broadcasting of cyber pornography. Someone else had sold copies of a CD containing pornographic material through the bazee.com website.

Decision: The Court noted that Mr. Bajaj was nowhere involved in the broadcasting of pornographic material. Also, the pornographic material could not be viewed on the Bazee.com website. But Bazee.com receives a commission from the sales and earns revenue for advertisements carried on via its web pages.

The Court further observed that the evidence collected indicates that the offence of cyber pornography cannot be attributed to Bazee.com but to some other person. The Court granted bail to Mr. Bajaj subject to the furnishing of 2 sureties Rs. 1 lakh each. However, the burden lies on the accused that he was merely the service provider and does not provide content.

• State of Tamil Nadu v. Suhas Katti [8]

The instant case is a landmark case in the Cyber Law regime for its efficient handling made the conviction possible within 7 months from the date of filing the FIR.

Facts: The accused was a family friend of the victim and wanted to marry her but she married another man which resulted in a Divorce. After her divorce, the accused persuaded her again and on her reluctance to marrying him, he took the course of harassment through the Internet. The accused opened a false e-mail account in the name of the victim and posted defamatory, obscene, and annoying information about the victim.

A charge-sheet was filed against the accused person under Section 67 of the IT Act and Section 469 and 509 of the Indian Penal Code, 1860.

Decision: The Additional Chief Metropolitan Magistrate, Egmore convicted the accused person under Section 469 and 509 of the Indian Penal Code, 1860 and Section 67 of the IT Act. The accused was subjected to the Rigorous Imprisonment of 2 years along with a fine of Rs. 500 under Section 469 of the IPC, Simple Imprisonment of 1 year along with a fine of Rs. 500 under Section 509 of the IPC, and Rigorous Imprisonment of 2 years along with a fine of Rs. 4,000 under Section 67 of the IT Act.

• CBI v. Arif Azim (Sony Sambandh case)

A website called www.sony-sambandh.com enabled NRIs to send Sony products to their Indian friends and relatives after online payment for the same.

In May 2002, someone logged into the website under the name of Barbara Campa and ordered a Sony Colour TV set along with a cordless telephone for one Arif Azim in Noida. She paid through her credit card and the said order was delivered to Arif Azim. However, the credit card agency informed the company that it was an unauthorized payment as the real owner denied any such purchase.

A complaint was therefore lodged with CBI and further, a case under Sections 418, 419, and 420 of the Indian Penal Code, 1860 was registered. The investigations concluded that Arif Azim while working at a call center in Noida, got access to the credit card details of Barbara Campa which he misused.

The Court convicted Arif Azim but being a young boy and a first-time convict, the Court’s approach was lenient towards him. The Court released the convicted person on probation for 1 year. This was one among the landmark cases of Cyber Law because it displayed that the Indian Penal Code, 1860 can be an effective legislation to rely on when the IT Act is not exhaustive.

• Pune Citibank Mphasis Call Center Fraud

Facts: In 2005, US $ 3,50,000 were dishonestly transferred from the Citibank accounts of four US customers through the internet to few bogus accounts. The employees gained the confidence of the customer and obtained their PINs under the impression that they would be a helping hand to those customers to deal with difficult situations. They were not decoding encrypted software or breathing through firewalls, instead, they identified loopholes in the MphasiS system.

Decision: The Court observed that the accused in this case are the ex-employees of the MphasiS call center. The employees there are checked whenever they enter or exit. Therefore, it is clear that the employees must have memorized the numbers. The service that was used to transfer the funds was SWIFT i.e. society for worldwide interbank financial telecommunication. The crime was committed using unauthorized access to the electronic accounts of the customers. Therefore this case falls within the domain of ‘cyber crimes”. The IT Act is broad enough to accommodate these aspects of crimes and any offense under the IPC with the use of electronic documents can be put at the same level as the crimes with written documents.

The court held that section 43(a) of the IT Act, 2000 is applicable because of the presence of the nature of unauthorized access that is involved to commit transactions. The accused were also charged under section 66 of the IT Act, 2000 and section 420 i.e. cheating, 465,467 and 471 of The Indian Penal Code, 1860.

• SMC Pneumatics (India) Pvt. Ltd. vs. Jogesh Kwatra [9]

Facts: In this case, Defendant Jogesh Kwatra was an employee of the plaintiff’s company. He started sending derogatory, defamatory, vulgar, abusive, and filthy emails to his employers and to different subsidiaries of the said company all over the world to defame the company and its Managing Director Mr. R K Malhotra. In the investigations, it was found that the email originated from a Cyber Cafe in New Delhi. The Cybercafé attendant identified the defendant during the enquiry. On 11 May 2011, Defendant was terminated of the services by the plaintiff.

Decision: The plaintiffs are not entitled to relief of perpetual injunction as prayed because the court did not qualify as certified evidence under section 65B of the Indian Evidence Act. Due to the absence of direct evidence that it was the defendant who was sending these emails, the court was not in a position to accept even the strongest evidence. The court also restrained the defendant from publishing, transmitting any information in the Cyberspace which is derogatory or abusive of the plaintiffs.

The Cyber Law regime is governed by the IT Act and the Rules made thereunder. Also, one may take recourse to the provisions of the Indian Penal Code, 1860 when the IT Act is unable to provide for any specific type of offence or if it does not contain exhaustive provisions with respect to an offence.

However, the Cyber Law regime is still not competent enough to deal with all sorts of Cyber Crimes that exist at this moment. With the country moving towards the ‘Digital India’ movement, the Cyber Crimes are evolving constantly and new kinds of Cyber Crimes enter the Cyber Law regime each day. The Cyber Law regime in India is weaker than what exists in other nations.

Hence, the Cyber Law regime in India needs extensive reforms to deal with the huge spike of Cyber Crimes each year.

[1] “Crime in India – 2019” Snapshots (States/UTs), NCRB, available at: https://ncrb.gov.in/sites/default/files/CII%202019%20SNAPSHOTS%20STATES.pdf (Last visited on 25 th Feb; 2021)

[2] (2013) 12 SCC 73

[3] 2015 SCC OnLine SC 1242

[4] 2005 CriLJ 4314

[5] Crl. O.P. No. 6628 of 2010

[6] (2018) 253 DLT 728

[7] (2008) 150 DLT 769

[8] CC No. 4680 of 2004

[9] CM APPL. No. 33474 of 2016

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