Ogilvy Outreach, the specialist unit of Ogilvy & Mather that was launched in 1998 to reach out to "low-income groups in media-dark markets through communication" is bullish about its prospects in the years ahead.
Over the last four years, the outfit has roped in about 70 clients, including big players such as Hindustan Lever Ltd, ITC, Bharat Petroleum Corporation Ltd, Asian Paints, Eveready Industries and the TTK group, among others.
According to sources the organization was focussed on reaching out to the estimated 240 million people in rural India who had no access to mass media. In the last four years, the organization has built a communication network across 1.5 lakh villages and 4,000 small towns in 13 states. A force of 300 supervisors and 15,000 field operators supports this network.
Most of its operational models veer round corporate' social responsibility and cause-related marketing.