‘Masstige’ is term emerged in the early years of the present century as an answer to the question – how the organizations are planning to penetrate in the emerging economies? Masstige marketing, evolved as a strategic activity, which focuses on effective market penetration and creating a competitive edge over competitors. As a contemplative ground, promoting has a long custom of concentrating on the reception of new innovations. This consideration is positively justified, as concentrates continually show that, contrasted and firms that don't put vigorously in new innovation, those that do are more responsive and partake in areas of strength for a benefit. However, what has gotten less consideration in the writing is the means by which new advances lead to developments in showcasing procedures, apparatus, and methodologies themselves. Specifically, there is a requirement for showcasing researchers to foster hypothetical standards of how advertisers use innovations to foster a cutthroat advantage. This study provides much needed empirical evidences about masstige which can be useful for developing marketing strategies in emerging economies. Overall, 645 responses of Bengaluru rural area sample size were deemed to be useful, with a 90.2% response rate. The extraordinary issue on "New Technology in Marketing" presents state of the art academic examination that perceive the fundamental job of new advancements in lashing advertising hypothesis and practice. The articles in the extraordinary issue concentrate on an expansive scope of new advances, and we really want to believe that they will animate additional examination relating to new advancements in promoting and their function practically speaking. This article, we give many systems to contemplating what new innovation means for the advertising discipline. These structures arrange the arrangement of articles in the exceptional issue, recognize possible holes deserving of additional review, and propose a plan for future examination.