Girl power to storm the rural ‘ad-man-world’
The amount of opportunities in the vast virgin
lands of the Indian hinterlands have tempted many big-ticket organisations like ITC, HUL, Bharti et al to set up shop there. However, the marketing & advertising fraternity, which takes great pride in helping these companies in making inroads into this unexplored marketplace, has itself stayed away from venturing into rural India. But here’s an agency that has changed the rules of the game.
RC&M,which began its journey in 1990, is today a specialist in planning experiential marketing campaigns for these rural markets.
RC&M (previously Rural Communication & Marketing), is the brainchild of Rajesh Monga, who after spending time in the advertising industry decided to start an agency that would cater to rural marketing. Soon RC&M roped in a host of agri clients like Eicher Motors, Parle et al. Four years later RC&M decided to move up the value chain by entering markets in semi-urban areas & even metros. With the passage of time, other verticals – event management, separate company for LEDs – were added to RC&M. Rajesh moved on to take charge of these sister companies, while the baton of RC&M was passed on to his wife, Priya Monga.
“RC&M basically seeks to provide experiential marketing solution to a brand,” an effervescent Priya told 4Ps B&M, adding that under the banner of experiential marketing, the major task is to take brands to the doorsteps of consumers. So unlike mass media, RC&M is more into one-to-one communication. Priya opines, “For such marketing one needs to be clear about where to do and how to do. The target group needs to be spot on as we cater to refined audiences. It’s all about the right venue, the right timing and conveying the right kind of message. In short, experiential marketing is very strategic and driven by results.”
The amount of opportunities in the vast virgin
lands of the Indian hinterlands have tempted many big-ticket organisations like ITC, HUL, Bharti et al to set up shop there. However, the marketing & advertising fraternity, which takes great pride in helping these companies in making inroads into this unexplored marketplace, has itself stayed away from venturing into rural India. But here’s an agency that has changed the rules of the game.RC&M,which began its journey in 1990, is today a specialist in planning experiential marketing campaigns for these rural markets.
RC&M (previously Rural Communication & Marketing), is the brainchild of Rajesh Monga, who after spending time in the advertising industry decided to start an agency that would cater to rural marketing. Soon RC&M roped in a host of agri clients like Eicher Motors, Parle et al. Four years later RC&M decided to move up the value chain by entering markets in semi-urban areas & even metros. With the passage of time, other verticals – event management, separate company for LEDs – were added to RC&M. Rajesh moved on to take charge of these sister companies, while the baton of RC&M was passed on to his wife, Priya Monga.
“RC&M basically seeks to provide experiential marketing solution to a brand,” an effervescent Priya told 4Ps B&M, adding that under the banner of experiential marketing, the major task is to take brands to the doorsteps of consumers. So unlike mass media, RC&M is more into one-to-one communication. Priya opines, “For such marketing one needs to be clear about where to do and how to do. The target group needs to be spot on as we cater to refined audiences. It’s all about the right venue, the right timing and conveying the right kind of message. In short, experiential marketing is very strategic and driven by results.”
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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4 comments:
Great article on women empowerment
me also like the article
i think the sunday indian is a great magazine
yes i love magazines published by IIPM
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