Top Story

e4m_logo.png

Home >> Out-of-home >> Article

RC Cola takes OOH route to tap rural markets

18-July-2012
Font Size   16
RC Cola takes OOH route to tap rural markets

Percept Out of Home has undertaken a rural OOH campaign for cola brand, Royal Crown Cola (RC Cola). The brand, which has been introduced in India, is trying to position as refreshment with distinctive flavors. The aim of the OOH promotion has been to communicate the product efficacy.

Research suggests that there is untapped potential in the rural areas that will fuel quick growth in the coming years. Per capita soft drinks consumption in rural areas is only 2.8 litres compared with 7.4 liters nationally. However, RC Cola has renewed its focus on the rural market in India and believes there is huge opportunity with vast growth potential in these markets. RC Cola is targeting small towns (tier II and III towns such as Churu, Bharatpur, Sikar, etc.) and rural markets in India.

Mohit Khattar, Brand Manager RC Cola sais, “Since this is for the first time that we are organising an integrated marketing campaign, the objective is to create a highest level of excitement and awareness for the 100-year old brand and the third largest selling cola in the world. The campaign is designed so as to create distinction between RC Cola and other league players in the market.”

Prior to the ground activation Percept OOH initially conducted a market research to understand the current market dynamics of the soft drink market. Sanjay Pareek, President, Percept Out of Home commented, “Till we started working on RC Cola brand we thought that the soft drink market is already saturated and there is no place for any new brand. However, after our research we found that it is just a misconception. Markets still have lot of potential if a new brand comes with better flavors and innovative packaging.”

The OOH activation which took place in Rajasthan’s small town Churu has been running simultaneously in Gujarat, Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu. The activity has launched a branded mobile Van Movement under the concept of ‘experiential marketing’. It gives consumers an experience of the refreshing flavour, thereby engaging them with entertaining games related to SKU sizes and flavours. Target audiences have been invited for blind tasting to differentiate between various beverages.

The TG has been engaged using two specifically designed games to educate audience about the differentiating USPs of the brand.

A creative running on a LCD placed on a vehicle along with still creative and TVC (specifically made for the campaign) has been attracting footfalls. The RC Cola jingle (Indian song) is well received by the locals, shared an official release.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...