The third edition of the awards was attended by 175 participants from corporate, media agencies, consultancies and implementation agencies. A total of 75 entries were received for the 11 categories.
Manoj Verma, Vice President Consumer products and International Business, Crompton Greaves, the title sponsor of the event, shared how the recent impressive numbers in rural sale, demand, purchasing power etc for all categories of products and services convinced his company two years ago to set up a separate rural vertical headed by a General Manager. The company has benefited immensely from this decision as is evident from the rising sales graphs for their products.
The Chief Guest, Sam Balsara, CMD, Madison Group urged the rural marketing agencies to look for scale in rural communication. He felt that marketers had achieved scale in rural sales but not in marketing communication. His advice was that rather than looking at differences we should look at commonalities in the rural markets as this would help achieve scale. He explained that the urban market had evolved significantly since the opening of the economy in 1991 because the media achieved scale through electronic and print media.