An idea which would bring customers for all categories under one roof (initiator influencer, buyer & user, all interact with the brand together) to create the right sales & promotion mix. RC&M India one of the best Experiential Marketing and Rural Marketing Company in India. Rural marketing for multiple brands like bajaj, tata chemicals, wipro idea, Kodak etc.

1. Background
Brand Name Multiple brands
Category Rural Marketing Program of the year
Client Multiple - Bajaj, Tata Chemicals, Wipro Idea, Kodak etc.
Title “Grameeno ke Beech”
By
Experiential Marketing

2. “Grameeno ke Beech”
Experiential Marketing
Brief & Objectives:
An idea which would bring customers for all
categories under one roof (initiator influencer,
buyer & user, all interact with the brand together)
to create the right sales & promotion mix.
A simple most cost effective idea which would yield
maximum participation and interaction with
the brand and the villager cherishes the memory of
his association with the brand in that time
frame.
Create an ambience for the TA that is relatable yet unique & afresh
Make the TA feel important and persuade them graciously
Target Audience:
Every one from a school going child, rural
women to a mature farmer was our TG.
Target groups from different age groups
and category were invited so as to
reinforce the feeling of oneness and an
image of family.
Backgrounder for Concept:
My life is dull & revolve around day to
day chores
There is hardly any source of
entertainment
Rural extravaganza at held at district
level on annual basis only
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3. Experiential Marketing
Marketing efforts so far have been restricted to the extent of running short campaigns that
lacked the element of interaction. The need was to bring together and run a syndicated activity
which will yield better results and bring more sales benefits to the brands.
The trend from marketers across industries had always been stand alone initiatives.
Rural customer is more community specific and decisions are taken in togetherness rather than
a single mind purchase. The influencers like peers, relatives, neighbors, youth and affluent
farmers etc who are consulted for different purchases
Any company who is promoting its product faces a tough competition with other players. Main
challenge has always been recall as the rural TG is exposed to different promotions happening in
his village. The challenge is how to build up strong recall of his experience with the brands.
Hence, the need of the hour, as explored by agency was to reach out with just the right
entertainment package which defined the foundation for the concept.
An in-house initiative to bring all brand closer to the rural consumer under on
roof.
A family entertaining, commercial fair by itself.
A unique “Har Ghar Mein ek Product” approach, which eventually led to an increase in
product trials.
It aimed at involving the entire family, for the full day in an atmosphere created to enjoy,
interact, understand & breathe the products displayed by the Corporates for higher trials
& brand recall.
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4. Customization:
Experiential Marketing
GKB Branded Venue
BAJAJ
Demonstration & functional stall Embroidery competition for women, to
design logo of Bajaj on a hankerchief for
their husbands
CADBURY
Inflatables, bouncing stall with chochlates &
confectionery to attract children
KODAK
One minute, photo challenge at Kodak Stall training of
how to click a photo
NIRMA
Stain removal demos games
TATA CHEMICALS
Live demos of quick dissolving feature of Tata salt
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5. Scale:
Experiential Marketing
IDEA
SCHEMES
Free Simcard provided to TG for a trial
to give live product experience
BAJAJ DISCOVER
SCHEMES
Free lubricant oil & Oil free change
coupons with purchase of Bajaj Discover
bike worth Rs. 47000
KODAK
SCHEMES
Free 1 ultra max film roll with purchase
of camera worth Rs. 500 .
Taught the TG how to click photographs
PARLE
SCHEMES
1+1 offer
(Ek biscuit pe ek aur free)
(Ek biscuit ke saath Ek kismee toffee)
WIPRO
SCHEMES
Santoor soap & CFL Lamps sold on
discounted rates
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6. Result:
Experiential Marketing
Villages
covered 2190
Audience
Intrection 62.70 lakh
Retail
Outlet 10K
Villages Covered in every 4 States
Haryana, Punjab, Andhra Pradesh, Maharasthra (2 months in each state)
Every third participant undertook Product Trial
Some indicative figures to endorse the success of GKB
Bajaj generated around 15k enquires and did spot sales of
2500 bikes
ITC, Parle, Cadbury, Tata salt generated sales for 5000
per day per company
Merchandising at 500 corporation market called Haats 1000 anganwadi centers covered
New Outlets Opened No of Retail Outlets Merchandised No of Indirect Reach
4200 25K More than 50 Lacs
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