Digital India is a Programme to prepare India for a knowledge future. Hon'ble Shri Narender Modi, Prime Minsiter of India has laid emphasis on National e- governance plan and has gave it’ s approval for Digital India – A programme to transform India into digital empowered society and knowledge economy. Possibility to connect the vast majority of India’s 1.25 billion citizens to the internet can’t be denied. That’s the ambition at the heart of Prime Minister Narendra Modi’s Digital India campaign. But if the government wants to achieve this goal, it will have to make internet access more widespread and affordable. And the only way to do that is via smartphones. With the increasing infrastructural facilities in the field of telecommunication, marketing has got new dimensions all together. Mobile Marketing is one of these dimensions. As of 2017, mobile advertising accounts for over 70% of total digital ad spending and is projected to hit more than $195B annually by 2019. More marketers are ramping up efforts to reach their customers on their mobile devices. Because of tough competition and hurry to attain suitable market share, many business houses have adopted new and innovative ways to have closer proximity with the consumers and therefore they are more relying on mobile advertising as they can hit the customer anytime anywhere. The Marketing domain has also witnessed innovative ways to reach the customer, or ‘the prospective customer’. Since the prospective customer base is fixed, all companies want to attract customers to sell their products (goods & services) and therefore the demand for electronic and mobile advertisement methods is ever increasing. The company that hits the customer’s imagination and expectation at the earliest, gets a good share of the market. With this perspective in mind, present paper is an attempt to throw light on the growing use of mobile marketing and its acceptance among prospective consumers through the data which will be collected from secondary sources such as research papers and articles available in newspapers etc. The paper also focuses on the hurdles and challenges that can limit the growth of mobile advertising industry. At the same time the paper will try to produce important suggestions that can be helpful in promotion of mobile advertisement.