FMCG RURAL INITIATIVES

For GPIL internal circulation

HUL
Key
Key Initatives
Initatives
1800 30000 123 Hotline for free Entertainment
Rural awareness and campaigns in media dark regions of the
country
Portal recently opened for other FMCG companies to advertise

KANKHAJURA
KANKHAJURA
TESAN
TESAN

Integrating

ACTIVE
ACTIVE WHEEL
WHEEL
CAMPAIGN
CAMPAIGN

PROJECT
PROJECT
SHAKTI
SHAKTI

missed call, toll free no & Voice SMS

Traditional mediums like radio & ground activations to reach mediadark regions
2.8 million unique consumers interacted 24 million times over a year
55% respondents were non TV users
To

enhance companys distribution system

Rural women provided with income opportunities
Shakti Entrepreneur or Shakti Amma hired by HUL who sells the
company's products either door-to-door or through shops.
2

Procter and Gamble, Emami & Reckitt Benc

Key
Key Initatives
Initatives
P & Gs initiative to push its leading brand Tide and Head &
Shoulder in the hinterland
An icon Sangeeta Bhabhi was used to push the product
( Personality of the icon An educated and dedicated housewife )

KAMYAB
KAMYAB JODI
JODI
CAMPAIGN
CAMPAIGN

Channel

EMAMI
EMAMI

level incentives in smaller towns, including wall paintings ,

door-to-door activities, in-shop promotions, activities in rural
markets, fairs and festivals, kheti mela, mobile traders or shops on
wheels, and video vans.

Aligning

RECKITT
RECKITT
BENCKISER
BENCKISER

to Swachh Bharat Abhiyan and bringing smaller SKUs

especially for Rural markets
Dettol and Harpic are being pushed via their dedicated rural
distribution system

Dabur
Key
Key Initatives
Initatives
Advance sales training for retail ascendance
Educate over 2,000 distribution channel partners of the firm
about the complexities of sales and distribution through the
audio-visual medium
Dabur categorized S & D channels into finer segments such as
key grocers, mass grocers, chemist, wholesale, small outlet and
modern trade
Trade activation programmes, brand/SKU focus, merchandising
and managing channel conflict
Launched in five vernacular language. i.e Bengali, Tamil, telungu,
Malayalam and Kannada
Beauty and talent show - 'Dabur Amla Banke Dikhao Rani Pratiyogita
Mega model hunt 'Dabur Gulabari Miss Fresh Face Of UP', the winner
of which could feature in its future ad campaigns

ASTRA
ASTRA

ACTIVE
ACTIVE WHEEL
WHEEL
CAMPAIGN
CAMPAIGN

ITC
Key
Key Initatives
Initatives
e-Choupal

E-CHOUPAL
E-CHOUPAL

is based on a hub and spoke model which consists of

villages serviced by a local farmer called the Sanchalak
These villages or spokes aggregate demand and supply to the
next tier which is the district/town centered hub
The e-Choupal villages supply agricultural produce to ITC at the
hub level and also service smaller last mile villages with
agricultural information
The next level is the district centered hub which is mainly a
procurement and storage space
Enhanced hubs, called Sagars in addition to procurement and
storage functions also serve as retail outlets (rural hypermarts)
for products and services ranging from soaps and apparel to
tractors and insurance.