Bunty and Bubli might have found their small town environment a dead-end for their dreams and ambitions. But companies and their agencies are increasingly turning to the buying power and potential of the smaller towns.
A case in point is the new outdoor campaign designed by Mudra Group’s out of home agency Primesite for two-wheeler major TVS Motor Company’s recently launched bikes. Instead of concentrating on big cities, the agency’s main focus is smaller towns.
Indrajit Sen, President, Primesite, said, “The towns where the activity is being handled number more than 350. The campaign was put up two-and-a-half months back. The emphasis is on the up country towns. We have put around 600 hoardings around the towns.”
He added that more and more brands were finding solutions in small towns. “We have put some hoardings in the cities, but our main focus is small towns. There is a shift that is happening from the cities to the small towns,” Sen pointed out.
“Our target audience is people from small towns, where we want to increase brand awareness among the people. Media solutions are being provided on the basis of target group segmentation, mapping target group points of congregation and thereby, providing a combination of experiential, ambient and conventional out of home solutions. We are also providing creative ideas/solutions for implementing the same to enhance on road visibility for the brands,” added Sen.
He further said, “We have installed good infrastructure in small towns like Jammu including Moga, Srinagar, Abohar, Ferozpur, Patiala, Ropar, Kangra, etc. In Rajasthan we are covering Alwar, Bharatpur, Jaipur, Bhilwara, Pali, Jodhpur, Nagaur, Udaipr, etc. We are also covering Western UP towns like Ferozabad, Agra, Mathura, Aligarh, Bulandshar, Meerut and Saharanpur. The maximum upcountry activity is currently in place for TVS Star bike. Most importantly, we are maintaining the infrastructure that we have installed.”
“We will be using a lot of ambient and experiential media in future. Our focus will be on something beyond conventional media,” Sen said.