Ogilvy & Mather is exporting the art of tapping low-income consumers developed by its specialist unit, Ogilvy Outreach to Mexico, Argentina and Brazil. For Ogilvy Outreach, which handles a host of high-profile clients like HLL, ITC, Asian Paints and Castrol, this is truly going places.
Ogilvy Outreach has the largest rural communication network in India with activities spanning over six lakh villages. Its exercise encompasses creating awareness and visibility of brands in markets where media penetration is scanty.
According to the company reaching the media to low income group in Latin American countries is not a problem unlike in the Indian market, where media reach is about 35 to 40 per cent.
But for some markets in South America, the understanding is primarily on the top-end consumer. This has touched saturation to some extent and, hence, many companies are looking at expanding the market.
Ogilvy Social Connection, which handles the Unilever account in Latin America, has adopted the Indian model of mapping the requirement of the consumer and following it up with the relevant brand fit.
According to industry sources, the standards between Indian and South American markets may be different but the market structure is almost same and the process of evaluation of the markets are almost on similar lines. Interactive activities like product demonstration, direct to consumer, sampling and selling are all processes within the broad model.
Ogilvy Outreach is also planning to do communication programmes for Lever in Pakistan shortly.
Ogilvy Outreach was created in India five years ago as Ogilvy Rural to handle rural and lower income group communications for companies.