The Chennai Ad Club is getting ready to host a seminar on ‘Rural Marketing & Communication’, in association with the recently formed Rural Marketing Agencies Association of India (RMAAI), on July 29.
The panel discussion will be accompanied by the release of a book by Pradeep Kashyap, MD of MART, New Delhi, titled Rural Marketing – Challenges & Opportunities.
Speaking to exchange4media, R V Rajan, CMD of Anugrah Madison and Founder President of RMAAI, said, “Of the total spend on mass media of around Rs 12,000 crore, RMAAI ‘guestimates’ are that rural marketing’s share is not even Rs 500 crore. We need to understand that all urban communication is not understood by the rural audiences.”
This will be the first big such national seminar of RMAAI, which was formed around four months ago. The list of speakers at the seminar include rural marketing specialists like Priya Monga of RC&M, Delhi; Pradeep Lokhande of Rural Relations, Pune; R A Patankar of Sampark Marketing, Mumbai; and Sanjay Kaul of Impact Communications, Delhi. The other speakers are Raj Kumar Jha, National Creative Director, O&M Outreach, Delhi, and Debasish Das, President, Linterland, Mumbai, besides R V Rajan.
Rajan contended that while many companies claimed that 50 per cent of their audiences were from the rural markets, the focus on rural marketing was not adequate. Underlining the need for the seminar, he said, “An overlap of advertising does exist. But all an overlap can do is create some level of brand awareness. We need to speak to them in a different language.”
The seminar will seek to address some key issues on the topic. And more such events are likely to be held by the forum across the country in due course.