Top Story

e4m_logo.png

Home >> Marketing >> Article

Ogilvy Interactive to help HLL’s i-Shakti project

18-May-2004
Font Size   16
Share
Ogilvy Interactive to help HLL’s i-Shakti project

In a strategic move, OgilvyInteractive Worldwide, the interactive wing of Ogilvy & Mather India, has joined hands with Ogilvy Outreach to develop and place content in computers for its client Hindustan Lever Ltd’s new project ‘i-Shakti’.

On Ogilvy’s new initiative, says OgilvyInteractive head Sandeep Joseph: “We are developing content for ‘i-Shakti kiosks’ which are located at key rural areas to start with. The objective behind the move is to empower rural self-help communities by using modern technology.”

At present, Hindustan Lever Ltd is piloting its new rural project i-Shakti at select rural areas across the country. To begin with, HLL has set up 15 i-Shakti kiosks which house computers in key rural areas in India, says HLL marketing manager (operations) Sharad Dhall.

“We plan to extend the number to 1,000 kiosks by the end of 2004. At these kiosks, we keep computers which house information on varied subjects starting from agriculture to health and education,” he adds.

Prior to the launch of i-Shakti, HLL carried out an extensive research in states like Andhra Pradesh. The objective of the survey was to know the exact needs of the rural audience, says Mr Dhall. “After understanding the needs of the rural folk, we have provided a host of information at i-Shakti kiosks to meet the growing demands of people,” he adds.

“Using text-to-voice techniques, we can explain things to people who can not read. In addition, we have appointed a local expert who will send us e-mails regurlarly. In fact, he’ll send replies within 24 hours,” explains Mr Dhall.

At present, HLL is looking for tie-ups with companies like JPOnline.

According to Mr Joseph, Ogilvy & Mather is now developing and placing content in computers which are being placed at i-Shakti kiosks. “We are in the business of building relationships between brands and consumers using the digital medium,” says Mr Joseph.

Mr Joseph says many companies are looking to online because it offers low-cost reach. “Also online reaches SEC A effectively. It now works in rural belts too. I think this mode of marketing is good for building ongoing relationships with existing consumers as well as for acquiring new users,” he sums up.

Tags

Innovation and connecting with customers in all ways possible is their mantra for successful marketing communication

Bixler revealed that the likes of The Ministry of Tourism, The Art of Living and The Indian Debating Union have partnered with the festival that will be showcasing the culture and diversity of India

In conversation with exchange4media, Vighnesh Shahane, CEO, IDBI Federal Life Insurance, spoke about his vision for this new marketing initiative, how the brand’s marketing efforts through sports have helped them and his business goals for 2018

This agency was born after national brands reportedly struggled to connect with the south Indian audiences

The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch.

In an effort to make Indian roads safer for women scooter riders, leading tyre manufacturer CEAT has introduced the CEAT Safety Grip - a perfect combination of innovation and functionality

Partners with Mumbai Juniorthon as ‘Safety Travel Partner’