To offer clients Strategic Planning for rural markets and pan-India resources for implementation of rural campaigns, Anugrah Madison–Chennai, MART–New Delhi, Rural Relations–Pune, Sampark–Mumbai, have joined hands to form the ‘Rural Network’.
“The Network will offer comprehensive rural solutions to corporates starting from understanding consumer behavior through rural research, formulating rural strategy for distribution and pricing. We will also support in developing appropriate communication packages, selecting the right media mix including rural events”, says Pradeep Kashyap, Managing Director, Marketing and Research Team (MART).
The formation of this alliance become significant given the growing need to tap rural market. In recent past, apart from FMCG companies, most hi-end consumer durable manufacturers, including television and refrigerators, have gone rural and met with success. But lack of marketing infrastructure has hampered such initiatives. Perhaps availability of a ‘Network’ can facilitate the access to rural markets. In fact most advertising agencies have in the past set up specialist rural marketing and advertising divisions.
With the inception of Rural Network, clients and NGOs dealing in rural India will have an option to access the combined strengths of the network partners, instead of dealing with different agencies for different specialization’s in each region.