Advertising firms gear up to woo rural consumers

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Even as advertising major Bates 141 India is investing in strategic planning and activation processes to strengthen its rural advertising wing, Ogilvy & Mather India (O&M) is beefing up its research techniques to understand rural consumers needs. Yet another rural ad major Anugrah Madison is planning to add muscle to its manpower to meet the changing needs of consumers. In the midst of such hectic activities, Mudra Communications is foraying into the rural advertising sector with a sharp focus on `social networking techniques' in rural India.

Recognising the impact of major technological developments in rural India, advertising agencies are now updating their offerings and services. On the agency’s rural initiatives, Subhash Kamath, chief executive officer of Bates 141 India said: "Primarily, we are planning to invest in strategic planning for rural clients. Recently, we have forayed into this sector to cater to the needs of rural consumers.”

According to Sanjay Thapar, president of Ogilvy & Mather (Delhi), "Rural consumers today have access to diverse media with the advent of modern technology. So our focus is on offering diverse communication solutions to in different media to reach out to rural consumers. We are also studying consumer behavior to design effective communications,” he added.

How are ad majors dealing with the impact of modern technology in rural belts? “We need better research technique to talk to rural folks.We should also understand the power of 'social networking’ in rural India. Above all, we must invest in technology which will drive efficiency in delivering the right message to the right set of consumers," explained Anurag Gupta, president-strategic initiatives & integration, Mudra Group.

As part of its growth strategy, Anigrah Madison is planning to set up offices in Mumbai and Delhi. According to RV Rajan, chairman of Anugrah Madison, mobile marketing has brought in major changes in rural communications in India. “We are adopting our communication to suit the changing needs of rural consumers,” he added.

Innovation seems to be the name of the game in the Indian rural communications sector. Gone are the days when rural adverting agencies mainly resorted to wall paintings to spread their brand messages.