Top Story


Home >> Advertising >> Article

Mindshare & OgilvyAction partner to design rural mktg solutions

Font Size   16
Mindshare & OgilvyAction partner to design rural mktg solutions

Mindshare and OgilvyAction have come together to create a full suite of communication solutions aimed at rural and low-income consumers across Asian markets. Operations are being carried out across India, Vietnam, Indonesia and Thailand.

Under this partnership, Mindshare will be responsible for strategy and OgilvyAction will work on activation.

The framework for approaching this large-scale communications plan is mapped out in six steps. The first four steps cover groundwork and rural research using Mindshare proprietary tools. These tools include task maps, ethnographic studies, brand health parameters and 3D Rural. 3D is a proprietary Mindshare tool – it is a comprehensive quantitative study that covers brand relationships, consumer demographics and media consumption.

The last two steps focus on activation and campaign tracking. Mindshare developed tools including Rural GRPs (a system that captures rural TV viewership as opposed to the popularly used people meter in urban areas), mAllocator (allocates budgets based on campaign KPIs), Mindware (measures brand awareness) will be used to closely monitor the campaign.

In India, Mindshare and OgilvyAction presently partner with Dialogue Factory (the experiential marketing division of GroupM) to provide a full suite of communication solutions targeted at rural and low-income consumers. This includes strategy, ideas and activation through customised communication programmes.

Ashutosh Srivastava, Chairman, Asia Pacific and CEO for Emerging Markets of Mindshare said, “This is an extension of our partnership with Ogilvy into one of the most promising growth engines. It is relevant to all our stakeholders who want to leverage insights on low- income consumers and deliver breakthrough media innovation and activation.”

John Goodman, President of OgilvyAction Asia Pacific said, “We know low-tier consumers are an increasingly important segment for our clients and we are thrilled to partner with Mindshare on this endeavour.”

This partnership has been launched across ASEAN with activation and planning solutions being provided for select clients already. This includes fully realised rural specific research expected to be available in the next six months across all ASEAN markets.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video