Jaipur, 15th March 2019: India’s leading Ayurvedic health care company Dabur India Ltd. Initiate Electoral Education Program to educate people about the importance of voting during the biggest festival of Indian Democracy. Dabur Hajmola through its unique association to promote awareness on Voting, EVM and VVPAT (Voter
Verified Paper Audit Trial) among the devotees who are visiting Falgun Mela at Shri Khatu Shyam Ji.
A special ‘Matdaan Kendra’ (voting zone) is created in the ‘AWARENESS ZONE’, where in the visitors will be requested to try out the six variants of Hajmola and then nominate the ‘Mukhya Flavor Mantri 2019’ of their choice. The live voting shall be conducted and a seal of Hajmola shall be imprinted on the hands of the voters, taking the massive consumer engagement to an altogether different level.
Speaking about the initiative, Mr. Amit Garg, Category Head- Digestives, Dabur India Ltd said “After a successful Hajmola flavour voting campaign at Kumbh, Dabur came up with a unique idea of creating awareness about voting with Election Commission’s SVEEP Program. Here the Election Department of Rajasthan was request to provide the EVM and VVPAT. The visitors will get the actual feel of voting. The Nukkad artist attracted the crowd and people learned how to vote on actual EVM. People also signed on the pledge wall and appeal to others.”
Specially designed zone were converted into polling booth where voters/visitors can cast their votes in favour of their favorite flavour. Each flavour will have the election symbol and the manifesto to influence the visitors and Nukkad artist will perform as a flavour mantri. The different Hajmola variants portrayed as candidates were: Imli Devi, Chatcola Singh, Regular Yadav, Anar Kali, Pudina Ram and Amrud Pandey. The result of the most favorite flavour were announced at the end of the each day.
“Sampling of the 6 flavours of Hajmola family including the newly launched Hajmola Chatcola will add a chatpata twist to the Mela. This specially created engagement and activation zone reinforced the strong bond along with associating Hajmola has with Fun, food and Celebration. Hajmola, an iconic brand, through its chatpata irresistible taste has been adding chatpati masti into the daily lives of families across generations”. Mr. Sunil Sharma, Head Activation, Dabur India Ltd, said.
About Dabur India: Dabur India Limited is one of the leading FMCG companies in India. Building on a legacy of quality and experience for over 135 years. Today Dabur is India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company. Dabur India’s FMCG portfolio includes five flagship brands with distinct brand identities – Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, Réal for fruit-based drinks and Fem for fairness bleaches & skin care.
Netcom Solutions is a well-known local electronics store in Vidyanagar, Karnataka. Netcom wanted to promote the store locally in Vidyanagar for its new range of LED TV.
Mindwave Media presented a unique promotional campaign to Netcom for their promotion. The campaign was scheduled at Shimoga bus station. The bus station was an ideal destination for local promotion of the central location of the bus station and that the station has a large number of footfall.
Pandharpur Yatra, is the biggest occasion of Maharashtra where millions of people walk miles barefoot to show the gratitude, devotion, and dedication towards Lord Vitthal. The tradition is centuries old, and year after year, more and more people are getting attracted towards it.
It is needless to say that the government, local administration, police, and traffic departments have to work extremely coordinated manner to make it a grand success.
Mindwave Media is amongst the leading rural advertising companies. IT brings out useful and innovative marketing ideas that don’t just promote a brand but also become a helping hand to the administration.
Mindwave Media serves the whole bouquet of clients spread across domains and businesses from telecommunications to Food & Beverages, FMCG, Cosumer Durables, Retail, Banking Financial Services, Automobiles, Agriculture, Chemical, Pharmaceutical, Education & Insurance also seek help from Mindwave Media to stand in competition.
Mindwave Media always brings something new and different
Social awareness about health & hygiene, welfare, public service and support to administration are the core principles behind every activity at Pandharpur.
Goodknight Fast Card, tarpaulins, establishing tents for pilgrims, fully-equipped stage and bhajan pandals offered convenience and relief to the people.
Ambulance for devotees, watch towers for the police department, free drinking water supply to everyone present, and mobile charging points at convenient locations. Free samples of FastCard were distributed amongst people to have a real-life experience of its effectiveness.
Pandharpur sees millions of faithful devotees during this yatra. Mindwave Media teamed up with Ghadi Detergent help devotees get a clean washing experience. These washing zones were placed at strategic locations for maximum visibility & also provided devotees with free samples of Ghadi Detergent. The washing zones saw huge crowd gathered to get the clothes washed which helped Ghadi Detergent to have huge impact on the devotees time at Pandharpur Yatra.
Ghadi detergent washing zones helped devotees to have clean clothes during their visit at Pandharpur Yatra. The activities at washing zones helped improve recall amongst the present at Pandharpur.
Navratna Oil a well-known stress relieving brand provided a much needed stress relives to the devotees during the yatra. Navratna was able to reach stressful devotees by massage centers at popular locations & also through mobile massage volunteers.
Majority of the devotees come to Pandharpur walking & Navratna was present to relieve the devotees of their stress by giving them free head & leg massages. These centers were built for the comfort of devotees. These centers also provided free samples to the devotees, which helped in increasing the brand awareness of Navratna oil.
Zee Cinema offered free entertainment and live darshan of the idol in well-maintained pandals. Large LED screens were installed with live darshan feed for the devotees at strategic locations. The screens helped devotees get a glimpse of their beloved Vithala.
Mindwave Media has been helping brands at Pandharpur for the past 10 years. This year also we are prepared with creative ways to engage with the audience at Pandharpur Yatra 2019.
When digitalisation has become a need of hour, how rural India could remain untouched. Needless to mention the scope and reachability is still on the initial stage. However with constant government intervention and other initiative from various businesses, it will soon reach a progressive stage. Government has been encouraging banking to equip the rural population with digital tools. Through various rural marketing agencies in India, certain campaigns to educate people are being run. They are educated about various benefits of online banking, the convenience it offers and how to use it. Since at least one members of almost every family works in city, and sends out money to their families, people are adapting to the digital life. They are convinced about the quickness and security online banking offers.
Also various internet service providers are seem too eager in catering the rural population both in the direction of supporting government initiatives and benefiting themselves with larger revenue share. Separate broadband packages are rolled out for the people in rural areas.
Advertising campaigns goes a digital way
Various innovative rural marketing campaigns, both awareness and advertising is penetrating through the walls of rural areas through rural marketing companies in India like us. These activities talks about the product and services in a more effective and powerful manner. The rural people are made part of such campaigns in a way they are encouraged to use the product themselves. Along with advertising through folk music play & puppet shows, many of the digital ways are also adopted to emphasis on the product or awareness.
Advertising joins hands with awareness
Rural marketing of FMCG products is done way more creatively than ever. The advertising campaigns are designed in a way that they connect emotionally with the audience. In the similar direction, various videos are prepared, talking about the root cause of certain diseases or inability rural areas are trapped in. These videos are then shown to the people, educating them about how all this can be rectified by a using their product or taking up their services. Along with that free samples and discount coupons are also distributed.
Digitalisation in rural areas has largely restricted the growth of evil social practices and ignorance that is impacting the progression of the rural India. Issues like medical ignorance, girl child education and importance of being self-independent are also tackled through effective digital advertising and promotions and are whole heartedly welcomed.
Experts say that execution of any plan requires a solid groundwork and systematic execution. The rural marketing campaign is also not an exception.
When you want to spread a good word about the product or service of yours to the remote rural villages and towns, the utmost focus should be on every aspect of the campaign.
When you hire a marketing agency to come out with innovative and unique rural marketing ideas, there are quite high expectations about their capabilities.
As a result, you approve the very first idea that is discussed in the meeting. However, it doesnt come out to be a great idea.
What could be the strategy to avoid such a disappointing situation? Here are some points that may help.
Be a little conservative
People want to become experimental while exploring new marketing ideas whether for rural marketing or urban. However, experts suggest that conservatism could be a useful approach.
It is nothing but considering the possibility of future loss. Many rural marketing companies in india talk about the likely hurdles that might show up in the journey.
When you are prepared to combat the hurdles before the kickstart, you dont lead into a troublesome situation.
Be the part of the planning process
Even if you hire one of the most promising rural activation agencies India, do not exclude yourself from the planning process.
At the end of the day, you need results. Unless there is an interactive communication between the client and the marketing agency, the idea cant create any impact.
It is not enough to just understand the idea, but it is equally important to keep a checklist of what all is expected from it.
Rural marketing is very different from the urban marketing
In the earlier days, the rural marketing didnt even exist as a concept also. The rural market was taken for granted.
However, in the modern times, it contributes a big chunk in the revenues. Therefore, marketing managers pay a good attention towards deriving effective and right marketing strategies.
A marketing campaign aims to deliver a message about a product, service or brand to the audience. The more effectively it is delivered, the better is the throughput.
Therefore, it is imperative that the client should also actively participate in the conceptualization process.
To design innovative rural marketing campaigns, there should be a perfect blend of creativity and practical approach.
MAVIM is the organization formed in 1987 as a NGO, purpose was the devolvement of Rural Womans skills, employment related Skill and Education, founder of MAVIM Mrs. Rashmi Bansal was working in public sector, and always keep a dream to be helpful for social because his ambassador has a thought that, Every person who got the life in earth have the responsibility towards society .
The founder was frankly visiting to families of rural and poor peoples he saw that woman are mostly exploited by their Drunk husbands ,loans taken for farms and cultivation from Moneylender and banks and their whole family was being scattered , but along with these every rural woman was a particular kind of God gifted skill , like some womans was expert in making Pickles , some womans was expert in mathematical calculations , some womans have good potential to work hard by working on daily wages @ moneylenders farms etc. but he observed one common thing that after their daily routine all womans are gathered at least for some period of time to discuss their problems and trying to find out some solution on or below UMBARTHA (A place like big tree or path were they gathered in after their work ). Founder decided to do something for womans he registered the firm as a NGO and the organization construct the platform by his self and some coulees investments, which is well known as SHGs (Self Help Group).
Via SHGs all womans gathered at one place by making the groups of 11 to 12 people. Then founder told them to save at least 1 rs per day in SHG means 30 rs P/M by 1 woman and 300 rs by whole group per month and they can use this 300 rs by giving each family in a month who needs it (i.e. policy like BHISI ) there after day by day policy becomes famous and very helpful for them then slowly founder suggest them to charge 1% interest on loan under SHG for the growth of SHG and this policy was utilized in huge amount the national and rural banks kept noticed that if these SHGs registered under NGO opens their Account in Banks they can give the interest on their savings along with loan at very less percentage and they will get maximum output as Volume of accounts and transactions, founder meet the Managers of Bank and all Shgs registered with their NGO opens their Account in banks, as a result rural and poor womans was started getting huge loans to develops their skills, some SHGs form their Factory of making Pickles, some Shgs formed industries of making Papads, imli chokes,snaks and becomes successful business persons for eg, Vanita Ahar Udyog, Lijjat Papad,Krishna Snacks, Mahila Laghu udyog Borkuts etc., in between 1990 to 2000 government given the grant for Development of this NGO and Named as MAVIM (Mahila Arthik Vikas MAhamandal) which is now running on 50% Grant of State Government and 50% Grant of general revenue. After 2000 MAVIM becomes the first largest organization of Maharashtra and appoints other NGOs to spread all over their SHG concept in INDIA, after day by Day growth Government of Maharashtra decided to the contracts of Office canteens, cleaning contracts and many more their after State Government launch the Projects Like Ramai Mahila Project, Swabhiman Project,Artsaksham Project via which the Exploited woman under four wall got education like internet sathi, skill development, capital to increase their potential and work, and Now from Tree Plantation to cloth preparations nearby 99% Rural, Uneducated and poor womans become delegated and responsible Starting the work by 0 to 100% the MAVIM is being appreciated & awarded so many times and newly joined Collector of Chandrapur District Mr Ashutosh Salil Announces that all Tahsil office Setu Kendra will be given to run by SHGs of MAVIM all the Training of Digital G2C services will be provided by collector office.
In todays world there are so many branded companies are looking forward & trying to get Setu Kendras G2C Revenue Business by E-Tendering and other medium of Collector offices with huge competition but after close observations and need of rural & poor womans Collector chandrapur selected MAVIM and along with that he is also appreciated by Rural peoples, Palak Mantri, Home minister of state. As a Result, Now Gondhiya District Collector is also influenced and is also processing MAVIM to Provide All Kind of Collector office Services via MAVIM. So it is hard to believe that a rural uneducated and poor woman never thought that she will become Icon and sit in side of Nayab Tahsildar and with a symbol of Authenticated Government Representative
A Simple NGO (Non-Government Organization) with their sole hard work & will to devote their life for social work finally Becomes G.O. (Government Organization).
It is impossible today to take the business to new heights without including rural market. Yes, once upon a time neglected segment of the Indian economy; today becomes the deciding factor. Marketing managers today spend a significant energy in deriving effective strategies that lure rural population.
With highly charged innovation and creativity, today companies develop incredible ways of taking the products and services to the remotest located person.
Yes, it needs a lot of research and analysis, but the results are overwhelming. There have been examples of brands that created history after reaching the high-potential rural consumer market in India.
Here are some useful and impactful ideas to get the attention of the rural audience.
Establish touch points
Well, it is not an idea that needs huge resources. Today, technology helps in building effective virtual touch points if it is not possible to establish physical setup. Mobile phone penetration in India has been phenomenal, and smartphone usage in rural India is much significant than people think.
In such scenario, establishing touch points would be an effective idea.
Using the regional media
Yes, it is more effective to use regional media in the rural market as people connect to the local language more than English or Hindi.
It is important to get adequate coverage in the regional media to reach the target audience for better penetration.
Promotion in the movie theaters is a brilliant idea in the rural market. Since there are predominantly single-screen theaters, the cost burden is quite low.
Innovative companies such as Vritti iMedia thought a path-breaking idea of using bus stands for product promotion and branding. Since bus stands have enormous footfall in the rural market, it is possible to reach a large audience at limited cost.
Though not popularly used, influence marketing could be an effective tool in the traditional rural market. In spite of the influence of electronic media and other new-age tools, people have a great faith on the personal experience.
Influencing buying decision by making use of heads the consumers believe is useful and effective. Many companies create a strong user base that acts as catalysts for further sales.
Using these tools cleverly and integrating it with further effective ideas of amplification, brands, and services can establish a good rapport amongst the rural consumers. As the rural segment becomes a deciding factor, it becomes all the more important not to ignore it anymore.
The behavior patterns and likings of the rural consumers have changed drastically in the past two decades. They are quit choosy and skeptical now. Also, the paying capacity increased manifold. Hence, they do not compromise on quality in any case.
Looking at the change, marketing managers have been forced to brainstorm about the means and ways of luring customers. They cant remain confined to the good old practices.
You will be amazed to know that so many rural marketing companies in india emerged that focus on purely villages and small towns for establishing marketing strategy.
Since the clich Customer is the king holds true with the rural consumers also, marketing managers need to spend time in understanding their choices and preferences.
Brand loyalty? Come on; it is a good old story!
Gone are the days when rural customers preferred brand to the product category. For them, Colgate was the only toothpaste and Dalda was the only hydrogenated oil.
Today, they do not restrict them to a brand but want to experiment and test. They are keen to develop their personal brand preference instead of getting influenced by someone.
Cost may not be a limiting factor for them, but cost-benefit ratio is an important aspect. They are ready to spend high provided the product gives them excellent return.
Rural marketing agencies in india change the marketing strategies to get aligned with the paradigm shift in the thinking process.
Studies reveal some interesting facts
In fact, the consumers of interior villages and small and medium size towns have become more complex than the urban counterparts. There have been several studies undertaken to understand the rural consumer behavior by business management schools.
In a study, researchers conducted tests across ten states in India to know about 20 popular categories of consumer products, e.g. beauty products, biscuits, cereals, food products, etc.
The basic idea behind the study was to come out of prototype thinking and to stop looking the whole rural market uniformly.
The study revealed that people of each state showed different opinion about the product and their preferences were also different.
It means, today it is impossible to make a universal strategy. Even the rural advertising in india also has to be specific to a state or geographical region.
Today a company that offers services for Rural marketing in Maharashtra need to think separately for Madhya Pradesh even if it is the neighboring state. That much complexity has been added to it!
Running a business is a challenging task in the competitive scenario today. You have to be always on the toes to understand the needs of your customers.
When you design a marketing plan for your brand, company or product; it is very much necessary to cover the urban and rural markets separately. Both segments are different in many ways, and a common strategy doesnt work.
For innovative rural marketing campaigns, you need to put special efforts. To make their task simple; the article talks about 10 points that will help a lot.
Planning is the key aspect
Of course, planning is the heart of building a master plan for a marketing campaign but it is furthermore critical here. Designing rural advertising strategies need profound groundwork and scheduling of tasks.
Be a little bit conservative
It is quite unlikely suggestion to marketing managers because they are always aggressive. In the rural marketing strategy, one has to think about the unexpected hurdles or twists because of the unpredictable nature of the rural market.
Keep the communication channels open
As the marketing manager, you should have a close interaction and dialogue with your team members. Get updates about the finer points of the strategy.
Make a checklist and keep it updated. Document each and every action and follow it up well. Systematic working is the key to success.
Slow down your pace whenever necessary
As mentioned earlier, rural marketing is not a game of pace. You need to slow down at times to implement a campaign. Or there is a need to change the strategy completely.
Gather as much knowledge as you can
The more you understand it, better is the marketing strategy. Rural activation agencies india must know about the market, demographics, audience, etc.
It is a different ball game altogether
The rural marketing campaign is different from others. Understand the nitty-gritty of it. Respect the difference between the rural market and others.
Keep the finger on the pulse of expectations
You should know what your customers want? Their preferences and satisfaction levels are different. You need to understand what they want.
Information is very important
In the modern era, information is incredibly important. When you design marketing strategy for rural marketing of fmcg products, make use of every bit of information.
A holistic approach is needed
Every aspect of your rural market strategy should be emphasized. Content, selection of right medium, touch points and advertizing; all are important.