Top Story


Home >> Media - Others >> Article

Rural audience aspiring for urban lifestyle: AAR Findings

Font Size   16
Rural audience aspiring for urban lifestyle: AAR Findings

The typical desi messages and visuals of families donning turbans and traditional wardrobes have been the marketeers mode to communicate brands at the rural end. But chic western ads and banners with glittering urban visuals, will now be the new route to brand communication to the rural audience from the progressive northern and southern belts. This is the finding that the US-based Agency for Rural Research (ARR) has thrown up.

According to the report, the new aspirational change in the rural consumers of these states has been fuelled mainly due to the accessibility to quality education, enhanced standard of living due to migration to countries abroad and the explosion of the international satellite channels. All consumer goods luxury brands and automobile brands will have to depict such lifestyle that represents the life led by an upwardly mobile families from urban India.

According to findings, the audience from rural belts are mostly conversant with the English language and there is a growing demand to replicate the urban way of living. For the rural masses the desire now is to look at brand messages that communicate the new range of ambitions and expectations.

According to the study, certain base level consumer demands will remain unchanged. The rural consumer will still be price sensitive and look at durability and value for money for the brands they shop rather than off-shore labels.

Source: Financial Express


Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body

The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways

The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status

Our typical marketing budget is usually 10 per cent of the topline spend

The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’

The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions