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RC Cola takes OOH route to tap rural markets

18-July-2012
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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.

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