Taking with it the brand wagon to woo the rural audiences
Online PR News – 17-September-2009 – – New Delhi: September 17th - Despite the increasing rural penetration through stand-alone activations, the rural market still remains largely untapped. Keeping this gap in mind a grand rural “Carnival” mela initiative called Grameenon Ke Beech( GKB) has been rolled out from the stables of the experiential marketing specialist, RC&M.
RC&M’s ‘Grameenon Ke Beech’ (GKB as it is popularly known) is a unique property, which provides exposure to the rural audiences and takes their brand and product interactions to whole new level. Any product or service when marketed to the rural mass with fervor & festive spirit thrown in with good measure increases brand acceptability & recall. But when you create a whole environment of ‘Mela’ with multiple brands interacting with rural TG, the engagement opportunity increases manifold.
As a Rural Mela initiative, GKB is a completely syndicated and synchronized Mela set-up at the heart of the rural hinterland that moves from village to village. The objective was to conceptualize and execute a cost effective property that yields maximum reach and interaction for all participating brands. The activation allows all participating brands to explore the fact that in these rural markets, the mela itself becomes the nerve centre of activities, which involve trade possibilities, and creates an unparallel entertainment quotient.
According to Priya Monga, Business Head RC&M “"It gets expensive for each of participating brands to get into these villages with specific activities. By creating a common platform at the fairs, we provide brands a direct contact with a family that includes multiple TGs. Kids play a crucial role in bringing families to such places. We have firm conviction in the fact that this property will benefit the participating brands in terms of high brand recall and mass appeal. It provides infotainment, entertainment and greater brand interaction for the audience. Every brand has specific games and tools to attract maximum audience.
GKB is being operationalised in AP & Maharashtra – 960 villages in the 5-15K pop strata will be covered through pre-publicity & Mela activity with as many as 240 mela events being conducted over a period of 2 months.
The brand basket of participating clients includes Kodak, Parle, Cadburys, Tata salt (i-shakti), Wipro, Idea, Bajaj, GSK, Airtel DTH to name a few.
RC&M has also conceptualized some syndicated brand games, which offer the TG lots of fun and frolic along with lucky draws gifts and prizes. Mimicry artists and magician have been deployed to increase the entertainment quotient.
It is an all day entertainment for the entire family & the reach across the entire campaign is expected to be around 12-15 lakh people.
Apart from the sheer scale and grandeur of GKB, the brands get to encash on the innovative interaction opportunities, faster conversion, real time product demos & experiences, positive recall with qualitative data capturing and trade possibilities.
RC&M has been in business as one of India’s largest experiential marketing solution providers for over 20 years now. Our experiential marketing programmes are driven by interactive campaigns that attempt to engage customers and initiate dialogues, enticing them to draw closer to the brand and build long-term associations.