Rural Advertising-I

Prof. L.K.Vaswani
Adjunct Faculty, MICA

Course: Rural Marketing

PGP-II (2021-23)
 RURAL PROMOTION
• Advertising:
Message and media to suite the requirements
of rural markets and consumers.
 Personal Selling
Relatively more effective in rural context
 Public relations
Image orientation
Development action orientation
 Sales promotion
Dominantly price driven
 Creating
communication that
motivates, influences
and changes consumer
and trade behavior
along the path to
purchase.
 Communication Components

Traditional – Non Traditional

Media
ATL – BTL
Urban – Non Urban
West - India
 Communication
The activity of conveying information

Active - Communication
The activity of changing behaviors.
The history of information.

6
 Popular forms of traditional media
• Drama
• Street theatre
• Puppetry
• Dance
• Story telling
• Song
• Music
• Painting
• Motifs and symbols
Traditional Media
TELLS
audience
listens
traditional media

broadcast
one way
mass market
awareness oriented
single message
short
cluttered
@ media point
lean back
The history of information.

Addressable by traditional media and the % is

shrinking fast.
 Rural to propel next phase of growth
Macro Sector
• Rise in income Levels • Digitalisation of TV combined
• Growing Literacy with strong FTA channel
• Government Investment offering
• Phase III Expansion of Radio
• Growing Print Readership
with localisation of Content
• Rapid Expansion of Digital
user base
• Inclusion of Rural areas
under measurement metrics
• KPMG M&E Report ,2019
 PRINT
• The need for local news is also borne out by
the huge increase in number of editions of
individual papers.
• This is also enabling local businesses to
advertise in one or a few editions that serve
their target markets.
• The focus on localization of content will act
as a lever in:
i) increasing readership in regions where media
penetration is low; and
ii) developing local advertising markets.
Print
 Radio (Radio-Ads and Jingles)
• Since the radio has wider reach in rural and
semi-rural markets, the industry is seeing a lot
of hyper-local advertisements. The trend is not
only limited to local businesses but increasingly
large and multinational companies are also
rolling out advertisements in local language
and creating different content to local markets.
• Relatively low cost of creating content, ability to
curate the programming to cater to local tastes
availability of content in the local dialect ,have
contributed to this trend which is poised to only
increase in the coming years.
 OOH

• The OOH industry in the country remains a

highly fragmented one, with the
unorganised segment dominating the
market. Though the focus on digital OOH
is on the rise, the growth in this sector has
not matched up to the expectations.
• Indoor
• Outdoor
Multi Surface Digital Wall Painting
 Audio Wala Bus Stand-
Bus Stand Announcement Advertising
 Television still the Best Way to Reach
Rural Consumers: IMRB
• According to market research firm Kantar IMRB,
the television set continues to be the dominant
information medium for the rural consumer, even
though mobile phones are growing at a rapid
• In a report titled STAR 2017, focused on data from
rural Indian markets, Kantar IMRB said it found
that 59% of all rural consumers surveyed watched
television even though penetration of mobile
phones among these consumers is high.
• More rural homes watch television than urban
ones do. The number of television households in
rural India is 18% more than in urban India,
 Idea 4G - Transforming India

• https://www.youtube.com/watch?v=EyNAK
fvtGzU
• Gaon Gaon shehar ban jayenge Toh apne
bhi laut aayenge Naya India banayenge
The Night Song. Cute Kids. Goodknight Cool
Gel Ad

• https://www.youtube.com/watch?v=SJUD
XEZJLdY

• Whenever you're outside home, use

Goodknight Cool Gel. It has aloe vera gel
that gives 8 hours of protection from
Mosquitoes and is cool on the skin.
 Savlon Healthy Hands Chalk Sticks

• https://www.youtube.com/watch?v=JDVeU
g5Gl6k
 Haath, Munh aur Bum, Bimari Hogi Kum

• https://www.youtube.com/watch?v=izujd5D5NiI
• Watch and share Hindustan Unilever Limited's
new video to know how three simple habits is all it
takes to prevent illness Haath, Munh Aur Bum,
Bimari Hogi Kum - sounds gibberish ? No.
• They stand for three simple and healthy habits that
can go a long way in preventing illness.
• Haath - wash your hands five times a day with
soap
• Munh – adopt safe drinking water practices
• Bum – use a toilet to defecate and keep it clean
 Rural Marketing strategies of DABUR

• https://www.youtube.com/watch?v=AU9P5u_HrI0

• The love story of a boy & Girl, who meet each

other at Mela. A way through to people's heart is
through stomach. The Nauchandi Mela is famous
for such fun, frolic and delicacies. While people
enjoy their favorite desi dishes, Dabur Pudin Hara
ensures all the inhibitions are swept aside, letting
them enjoy with full heart. Dabur Pudin Hara uses
include giving relief to stomach issues like
indigestion, gas & acidity.
 Samsung targets rural India in new
customer service ad
• https://www.youtube.com/watch?v=779KwjAYTeQ
• When it comes to relationships, distances don't
matter. We will take care of you, wherever you are.
That’s why Samsung Service (SVC) vans go to
every corner of the country to ensure that we are
with you when you need us
• This video shows a story of how a young Samsung
Engineer undaunted by rough terrain, attends to a
customer complaint in a remote hilly area. His
efforts help bring up smiles on the faces of a group
of children, for whom their Samsung Television is
the medium to celebrate their special moment.
• https://www.youtube.com/watch?v=ReKM
n2Z4Clk&t=20s