WPP Media offers SCR level insights through Dialect

MUMBAI: A new tool called Dialect can help your brands grow through customised and integrated micro marketing solutions.

WPP Marketing Communications (WPP MCI), touted as India's largest and most admired media specialist, has integrated local insights at the SCR level through what it claims is a gigantic and painstaking data collection exercise and has integrated the same into the NRS. The resultant database is now available as an integrated business solution tool from Dialect, the micro marketing arm of WPP MCI.

WPP MCI national director Suku Murti claims that reliance on national mass media plans is proving to be inadequate for brand communications to uniformly reach consumers spread across 29 states and 331 districts in India. He adds that the existence of 14 languages (over 1,500 dialects), local passions, local channels and local promotions have shifted the focus of marketing and media to 91 socio-cultural regions (SCRs) in India.

"There is a strong need to 'connect' with consumers locally. The emphasis is shifting from 'deliveries' of exposures to setting up, managing and measuring 'consumer meetings'. Sophisticated marketers are increasingly supplementing the 'see and hear' approach with a strong 'touch and feel' dimension. This involves a range of marketing and media activities in a specified market which delivers (to consumers) a brand experience with multiple touch points and much deeper levels of involvement," adds Murti.

Murti also states that many SCRs have differential penetration of Cable and Satellite (C&S) TV and every often, the under-delivery of exposures within SCRs within a states can be glaring.

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