Missed calls are the kind of jugaad gem making you reconsidering what you call digital innovation

You ever heard about missed calls?

You probably don’t but probably ever performed it. It’s when you call somebody but hang-up before he answers in order to save you phone credit. You use the mobile of the recipient of your call as a pager.

In India, where’s mobile charges are unaffordable for tons of people, this is something big. People place missed calls to friends, family, even companies.

Considering the current digital state of the country…

… Facebook decided to tap into the 2nd largest country in the world where feature phones still rule by playing the local game. When Indian will see an ad on Facebook, they’ll be invited to place missed calls to make brands call them back.

Call it direct marketing, hacking or whatever.

Culture rules bro.

[Update] One interesting case coming from Unilever India tapping on the missed calls trend: