Mass media is the safest route that can be adopted by
companies these days to tap the audience in rural markets. Penetration of
televisions and proliferation of radios have increased tremendously over the past
few years and this is reason enough for companies to penetrate rural areas
using mass media. Tricky, clever or even suggestive advertising does not work
well with the rural audience. Simple and direct approaches, using aspirational
urban-looking models works very well.
However, one should ensure that the advertisements showcased
using mass media channels should be customised according to the region. Companies will do well to use regional stars for
regional campaigns for more effective penetration of brands in rural areas.
Television is invariably the
primary medium used by most brands. Apart from
regional TV channels, use of local cable TV networks largely telecasting local
shows popular among communities in semi-urban and rural areas significantly enhances reach.
Radio can reach rural masses affordably. Even
where electricity is unreliable, transistor radios are very popular among the
poorer sections of rural India. With the number of FM stations set to explode
after expansion under Phase Three, it would be possible to reach even more
remote areas through radio. Hence mass media is the best way to reach rural
markets and is here to stay for a long time to come.
Some
significant examples:
·
Asin
has successfully endorsed Dabur Vatika and Mirinda to give these advertisements
a local connect
·
Mahindra
Two wheelers has also successfully used a south indian actor along with Kareena
Kapoor to promote Duro DZ brand of scooters
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