MAM

Bridging the urban-rural gap

MUMBAI: It was in the early 90s that India opened up to trade and investment with the rest of the world and ever since there has been no looking back.

 

Liberalisation has upped the purchasing power and standard of living of the middle class but it has also deepened the urban-rural divide, what with marketers focusing more on major towns and metros as compared to rural areas in the country.

 

Initiatives such as HUL’s Project Shakti – which aims to create livelihood for underprivileged women in villages – have been very few and far between.

 

Speaking of similar such endeavours at the Rural Marketing Forum were the likes of Avinash Oza, Ashish Tandon, Ravi Shankar, Rajendra Dhandhukia, Sanjeev Goyle, Sharad Varshney, Taranbir Singh, Vinay Thakker and Veerendra Jamdade.

 

Part of the three-day Asia Retail Congress – a global platform to promote world-class retail practices – the forum saw discussions titled Agriculture Sector – Challenges & Opportunities, Is it possible to decode Rural Consumer Behaviour and Bus Stations – New Hub for Rural Marketing among others.

 

According to Fullerton India Credit Company marketing and rural business head Ravi Shankar, government-introduced welfare schemes such as NREGA come with their fair share of challenges. “We have to educate people, especially youngsters who don’t want to follow their parents into farming that there are a lot more initiatives like dairy farming, poultry farming etc. that they can indulge in and earn well without leaving their villages or smaller cities,” he said.

 

ING Vysya Bank business head for agriculture and rural banking Taranbir Singh gave the example of what Nestle did to Moga in Punjab. “The city is a perfect example of how corporates can transform lives and hopefully, more corporates will help change rural India by starting more branches, manufacturing units etc,” he said.

 

JCB India rural GM and head Puneet Vidyarathi was of the view that citizens as a whole, need to start contributing to agriculture and work on challenges including increasing land banks, managing water resources and building on infrastructure.

 

A majority of the participants felt that regional players would gain apart from the people in rural areas if the required importance was given to rural development by both government and corporates.

 

On the topic of how brands can reach out to rural areas, Vritti Solutions founder and director Veerendra Jamade suggested that instead of waiting for melas, schools and pilgrims to reach out to rural consumers, bus stations should be utilised for the purpose. “Melas, schools, etc. have their own limitations whereas bus stations, if used to our advantage, can optimise the presence of the brand in that area,” he said.

 

A key observation that emerged was: rural consumers follow a herd mentality and go by what their elders advise and hence, brands have a tough job convincing them about their products. However, mobile penetration seems to be changing that.

 

A related takeaway was that brands need to focus on different age groups in rural areas and target them accordingly.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/MAM-campgn.jpg?itok=OSYt_F1F
Salute heroes for women empowerment through HDFC

NEW DELHI:Cardholders from HDFC Bank can nominate their special hero who has been contributing towards the cause of women empowerment and stand a chance to win exciting prizes.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Untitled-1_4.jpg?itok=nayWhMZ-
Lowe Lintas and LinTeractive unveil inaugural digital campaign for HouseFull

Upcoming furniture and furnishing destination Housefull.com has launched its first brand campaign exclusively on digital platforms, highlighting the durable furniture, by encouraging people to be ‘un-careful’ with their furniture.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Radio%20mirchi.jpg?itok=v-RI5dHn
Radio Mirchi to hawk Oye FM 104.8 ads

BENGALURU: Entertainment Network India Limited (ENIL) has informed the bourses that it has entered into an Advertising Sales Agreement (ASA) with TV Today Network Limited (TVTN) on 24 August 2016, in relation to TVTN’s 3 (three) private FM radio stations at New Delhi, Mumbai and Kolkata. Pursuant...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Madhuri%20Dixit%20intex.jpg?itok=CEE5am8k
Madhuri Dixit new face of Intex Washing Machine, features in TVC

Recently signed brand ambassador Bollywood actress Madhuri Dixit has featured in the first television commercial for the Fully-Automatic Washing Machine of Intex Technologies. The 20-seconds TVC will be broadcast pan-India across all major GECs, news channels and regional broadcasts.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/55454545.jpg?itok=ZaWuIbS9
GroupM's global brand Essence to enter India with Maxus' aid

MUMBAI: Essence, a global digital agency, today announced it has established operations in India via the opening of a new location in Delhi. This will be the agency’s fifth office in the Asia Pacific (APAC) region and the third to open its doors this year. In March, Essence announced its debut in...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/indian%20reailway.jpg?itok=P5-11b8o
Prabhatam advertising gets contract for Railway Display at five Stations

NEW DELHI: Leading multi-media solutions provider,Prabhatam Advertising which has so far held the sole outdoor rights for backlit platform display panels at some placeshas now been given the task of installing and maintaining railway display networks at five important railway stations. The firm,...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/Ramesh%20Abhishek.jpg?itok=XJOh5UKD
Industry bodies asked to take forward campaign on IPRs

NEW DELHI: Department of Industrial Policy & Promotion Secretary Ramesh Abhishek today stressed the importance of innovation in a knowledge driven economy and the need to promote Intellectual Property Rights..

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/MMA.jpg?itok=CXgsSq7Z
The MMA announces 'The Smarties India 2016' jury & awards shortlist

MUMBAI: Celebrating the teams and talent who are leveraging the power of mobile to create innovative and effective marketing campaigns, the Mobile Marketing Association (MMA), today announced the jury and awards shortlist for the 2016 edition of the MMA India SMARTIES™ Awards.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_37.jpg?itok=8Mh2yPUM
The Delhi Advertising Club Annual Awards - Lots of Gold & Silver

The DAC awards 2016 titled as the ICE Awards (Indian Creative Excellence), was held recently at The Ashok Hotel New Delhi with much fan fare and excitement befitting a grand award ceremony.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories