Top Story


Home >> Marketing >> Article

RMAI 2008 Awards: RC&M bags four metals, Ogilvy Outreach bags two

Font Size   16
RMAI 2008 Awards: RC&M bags four metals, Ogilvy Outreach bags two

The second edition of RMAI Awards was held in Mumbai on December 22. The Awards were organized by the Rural Marketing Association of India (RMAI). RC&M led the metal tally with three Golds and one Silver, followed by Ogilvy Outreach with one Gold and one Silver. Indian Oil Corporation Ltd won on Gold, while MART and Impact Communications took home one Silver each.

This year witnessed 32 entries and 20 case studies from both rural marketing agencies and clients, covering four of the six categories for which the entries were invited. A total of 10 metals were given of which RC&M won four metals – three Golds for Best Integrated Rural Marketing Initiative, Best Innovative Rural Marketing Initiative, and Most Effective Use of Event Marketing. RC&M also bagged one Silver in the IV Category for the Most Effective Use of Event Marketing.

Ogilvy & Mather won two metals – one Gold for Best Long Term Rural Marketing Initiative, and one Silver for Best Innovative Rural Marketing Initiative.

Speaking on the occasion, RV Rajan, President, RMAI, said, “Although this year we have received fewer entries, we are hoping that more corporates will become members of the rural marketing association by 2010. We also expect it to be much bigger, better and more competitive than this year.”

In a prepared statement, he said, “Considering that this year the entries were restricted to case studies initiated and implemented during the two years, between April 1, 2006, and March, 31 2008, as against the five-year span for the first contest held in 2006, the response has been quite good. This year, within each category these was further classification into rural initiatives implemented (Category A) in villages below 20,000 population and (Category B) in towns/ villages between 20,000 and 1 lakh population.”

Tata Shaktee was the title sponsor of this bi-annual event, while Impact Communication was the co-sponsor. Businessline was the Media Partner, while Eventfaqs was the online partner.

Apart from the bi-annual Rural Marketing Works Case Study Contest, RMAI has also introduced an annual awards programme to recognise the Best Summer Projects in Rural Marketing among Management Students. It has already conducted industry focused seminars on Rural Banking, Rural Insurance and Technology in Rural Marketing. The next industry focused seminar would be on Rural Retail. The Association has been regularly bringing out a quarterly Rural Marketing Journal for the last two years. In August this year, the Association released the Report on a National Study on Rural Retail Stores and Rural Retail Habits in India, co-sponsored and conducted by Francis Kanoi Marketing Research. RMAI is also very active in the area of education and training.

Complete list of RMAI 2008 Awards:


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.