Objective - promote technicallyEntertainment television, among therural population of Tamil Nadu.Communication Strategy -Based on information regarding buyer behavior. ‘Technically Super television Shows wereconducted in five district headquarters with theintention of motivating rural people withaffordable low advertising budget.
Over 70% of India’s population resides in rural areas. About one-thirdof the national income is derived from agriculture and alliedactivities that employ about two-third of the population. In sheernumbers, the volume of purchase is phenomenal.However, information and research into the rural market is notcommensurate with its size and its potential for growth. The generalunderstanding among marketers and advertisers is that the ruralpopulation is largely uneducated, practices agriculture for aliving, and is far-removed from the progress of urban India. Therural economy continues to be entirely dependent on the vagaries ofnature. Consequently, consumption and spending patterns areclosely linked to the quality of the monsoons. However, due toefforts by various organizations and institutions, the drive towardswomen’s empowerment and the success stories of micro-creditinitiatives by women’s self-help groups in many states, there is agreater awareness consumption of new concepts and products inrural India
The Indian economy is largely agrarian and rural. According tocensus 2001, over 70% of the Indian population resides in ruralareas. A rural area is defined as a ‘Non-urban area with a populationunder5000 inhabitants and population density less than 400 peopleper square kilometer’. According to official statistics, about one-third of the national income is derived from agricultural and alliedactivities, which employ about two-third of the working force (India2003).Marketing in rural India poses several challenges, apart from thegeographical distance and remoteness of various villages.However, the proliferation of the media, especially the increasingreach of the electronic media in rural India, has provided exposureto various products and services, which were hitherto considered thedomain of urban users. This has resulted in demand in some casesand the aspiration to acquire such products in other cases. In thelast one decade or so, a number of companies, includingmultinationals, have begun to woo the rural consumer
Broad strategies of rural advertising The prevalent ways of advertising in ruralareas through different existing media and allthe alternative and innovative media broadlyrevolve around three strategies, namely, Influencer strategy Participatory strategy Show-and-tell strategy
The role of the influencer or influencingcommunication cannot be ignored as far as ruralIndia is concerned. The advertisements thatrevolve around this very strategy actually dependon the influence of different influential peopleand/or events in the villages to put across themessage powerfully with more effect andpurchase intention. An example of this kind ofadvertisement may be brand endorsement by anyinfluential person in the village like the ‘Mukhiya’or the ‘school master’.
Events like different festivals and differentgames and sports competitions actually havea high participation level in the rural Indiaas other sources of entertainment are veryless in those areas. So, these events andshows offer great opportunity to reach ruralIndia cost effectively. Different brandssponsor different events and shows in ruralvillages which is actually a cost-effective wayto advertise with the participatory strategy
Many brands are venturing into differentways to educate their rural consumers abouttheir brands and their usage throughdifferent shows and events. This kind ofinitiatives actually create huge awarenessabout the brand among the interested peoplein the rural India. Different health relatedadvertisements like Polio awareness and AIDSawareness programmes involve a ‘shown-tell’strategy of advertising.