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 Special Supplement

Foreword

Discover Rural Marketing,

before it’s too late
F o r e w o r d

G reetings to all the

delegates at the industry’s
leading conclave on rural
Kan Khajura tesan, won last
year.
Thanks to the Rural
marketing! Marketing Association of
We at afaqs!, like almost India (RMAI), an industry
all of mainline business body which in recent years
media, have been guilty of has grown in stature and
doing too little to highlight ambition to be a flag bearer
the big strides made in rural for the specialists in these
marketing in the past decade. markets, we now have a
Blame it on a metro obsession, possibility of easier access to
lack of information flows at the work being done in our
both ends, the media and rural markets, by firms who
the marketers, and finally, no longer see these markets
the focus in these markets as an add on, but critical to
on ‘activations’ over a more their own survival.
360 degree approach until a It is our privilege to
couple of years back. bring you a small but useful
From a perception of perspective on these markets
marketing at village fairs and along with a few of the
vans travelling from village winning case studies from
to village to showcase a the RMAI’s own Flame
mix of entertainment and Awards for Rural Marketing.
products, which incidentally I do hope you will find this
still happens, rural marketing start useful, even as we look
in India has come a long forward to work more closely
way. It is all about making with RMAI as well as key
the best use of technology industry players to bring you
today, preferably mobile ever more insights from these
phones, or building up a user challenging but fascinating
community by providing markets in our country. n
truly relevant, even critical
services and information to
them. A ringing endorsement Prasanna Singh
happened last year with the COO
glory, and many awards that afaqs!

MAY 2015 i afaqs! Reporter i Special supplement

3
 Special Supplement

contents

c o n t e n t s
i n s i d e

Rural Markets 5
Why look at Big Cities,
when rural is full of
opportunities - Marketing case study-1 12
in Rural India VISCOMM bags RMAI
Gold for JCB India’s
‘Sunehra Kal’
Rural Markets 7
The new rural
consumer in a digital
world
case study-2 14
Goodknight Fast card
campaign during
Pandharpur Yatra
win’s Gold at RMAI’s Flame
Amul- The taste of India 11 awards
The rural story of
India’s most successful
brand
case study-3 16
Mahindra Finance bags
Gold in TVC category for
“Bharat Ko Pehchante
Hain Hum”

Design:
Vinay Dominic

Cover & Case Study Template Design:

Arti Virmani

Edited & Compiled By:

Diksha Seth & Arshita Bhardwaj

4 MAY 2015 i afaqs! Reporter i Special supplement

 Special Supplement

Rural Markets

Why look at Big Cities, when

rural is full of opportunities -
Marketing in Rural India
T he media narrative of Rural
India, focused as it is on rural
distress, farmer suicides and other
social issues, will never tell you this.
That increasing literacy rates
(which is up by 10 % since the last
census) combined with technology
is making the rural consumers
brand conscious. They have started
to trust well-known names and are
buying products that align with
their aspirations. Going beyond marketers. The cost of reaching out
agriculture, rural India accounts for and contacting a customer who is
about 50 percent of the country’s willing to purchase a brand at a In between
GDP and comprises of 70 percent profitable price has caused even 2001 and 2009,
of India’s total population. Rural savvy marketers to stumble a little. spends in rural
incomes have grown consistently Today, for telephony the rural India were $69
over the past decade and consumers subscriber base has grown seven- billion, which
are buying discretionary goods fold in the last four years and was significantly
and lifestyle products, including the tele-density has scaled up higher than the
television sets, mobile phones considerably. With significant $55 billion spent
and two wheelers in ever greater amount of government efforts, over by the urban
numbers. In between 2001 and 2009, half of India’s villages are now linked population
spends in rural India were $69 billion, to all weather roads, besides other during the same
which was significantly higher than basic infrastructural improvements time.
the $55 billion spent by the urban in power, financial access etc. These
population during the same time. new developments have allowed
With its earthy rustic imagery, various marketers to engage with
Rural India is famously called the rural consumers like never before.
‘real’ India — a hinterland with FMCG growth in the rural markets
a large pool of opportunities and remained in healthy double digits
unmet demand. Yet, this tempting and has even outpaced urban growth
opportunity has always projected significantly and consistently over
itself as a daunting task for the the past decade.

MAY 2015 i afaqs! Reporter i Special supplement

5
 Special Supplement

However, now that ‘Urban India’ consumers and stores. With the use
is more or less conquered it is time of technology in taking the consumer
to tap into ‘ The emerging India’ but insights, brands are now able to
rural India will be nothing short of an harness the consumer data at a scale,
enigma. On one side, marketers are which was previously unimaginable.
lured by large untested markets and Marketers now have the power to
on the other hand there is more than identify the ‘Rural Super Consumer’
10 per cent of the world’s population who looks forward to products and
which is struggling to have access services that can satisfy his desire for
In the given to basic amenities like power, a more city-like lifestyle.
set of markets water and basic sanitation facilities. Prioritising the Markets:
one needs to And both of these issues are quite Marketers need to identify and
accurately inter-connected. So what puzzles a select the markets that can be
identify the marketer is how to cater to such a approached faster, at an optimal
consumer wide heterogeneous market, which cost and more successfully in terms
segments that speaks over 50 different languages of consumer’s purchasing power, to
can drive brand and is culturally so diverse. garner a greater share of growth
sales, loyalty To begin with, brands need to have in the rural area. In broad strokes
and advocacy. an efficient sales and distribution prioritising the markets also includes
model. This is the most critical factor precision segmentation. This means
to achieve profitable and sustainable that in the given set of markets
growth in rural markets. Further, one needs to accurately identify the
albeit companies are focusing heavily consumer segments that can drive
on rural customer acquisition and brand sales, loyalty and advocacy.
reach, the efforts to retain a customer For example : Godrej Consumer
have become more important as Products - GCPL’s recently launched
competitors are also improving their OneRural programme underlines the
market penetration. company’s rural growth strategy,
Marketers need to give individual focusing on the top 20,000 villages
attention to each section in the ‘Rural out of the 60,000, which it currently
India’: The truth about these untapped serves.
markets is that rural potential is As 25% of GCPL’s overall revenue
distributed asymmetrically. Some of is being contributed from the rural
the regions possess higher potential markets.
than the combined aggregate. Just Today marketers are more
to give a rough idea, about 72% of than equipped to deploy efficient
rural FMCG sales happen in just 10 marketing strategies to woo the rural
states. This means that marketers consumer, who is more than self
should find their consumer and build sufficient and is willing to pay for a
an ecosystem around him. quality ‘urban experience’. How the
Marry Big Data with Technology: interaction between these two plays
With the advent of Big Data, out could decide quite a few of the
marketers have managed to coming decades biggest winners and
identify and profile millions of rural losers in Indian markets. n

6 MAY 2015 i afaqs! Reporter i Special supplement

 Special Supplement

Rural Markets

The new rural consumer

in a digital world
T he rapid growth of consumption
in India’s vast rural markets
has long excited the imaginations
to segment the market into clusters
of villages in the Indian countryside. Masters of Rural Markets Series
From Touchpoints to Trustpoints:
Winning over India’s Aspiring
Rural Consumers

of marketers in companies around Missing the new reality

the globe. Indeed, many marketing While these approaches may
professionals expect rural Indian have some value, they miss a
consumers to drive top and bottom- critical change unfolding in India’s
line growth for their companies. hinterlands: shifting socioeconomic
But these consumers are more dynamics affecting how rural
complicated than marketers may customers make spending decisions.
think—and they are changing fast. To be sure, rural incomes are rising,
Most companies base their a trend that plays a large role in this
understanding of rural Indian market’s potential. But an even more Most companies
consumers on profiles developed important new reality is emerging— base their
over many years. The traditional view fueled by increased access to mobile understanding
afforded by these profiles holds that phones, the Internet and cable TV of rural Indian
hard-to-reach rural consumers are as well as better road connectivity consumers
price-conscious, strongly influenced in rural India. on profiles
by the buying experiences of family Consider the growth of Internet developed over
and community members, and not usage. Of the 205 million Internet many years.
as demanding as urban consumers users in India in 2013, as many as
when it comes to after-sales service. 68 million live in rural areas—about
Influenced by this worldview, half the number of urban users.
companies seeking to expand sales Even more impressive, one quarter
in India’s rural markets have focused of the 100 million people in India
on building the right distribution who access mobile Internet live
networks to address infrastructure in rural parts of the country. This
and logistics challenges and setting base is more likely grow, given that
the “right” (read “low”) pricing for the cost of accessing the Internet
their products and services. Many of is plummeting with intensifying
these companies are also using digital competition among mobile service
technology to enhance efficiencies providers.
and get closer to the consumer. Now, envision the larger social
For instance, one consumer context in which these rural, tech-
goods company used geographic savvy consumers are living. Many
information system (GIS) mapping of them have family members

MAY 2015 i afaqs! Reporter i Special supplement

7
 Special Supplement

and friends who are moving to interest in “trading up” and buying
The top five cities. Moreover, improved road into new categories. Yes, they are
connectivity between rural and still value-conscious. But they also
items popular
urban areas has exposed country demand a broader assortment of
with rural buyers
dwellers to hitherto unfamiliar products and features, and they have
are Republic
aspects of material consumption— an eye for quality. An Accenture
of India notes,
such as service quality as well as study in progress suggests that rural
mobile phone
product diversity and quality. Take consumers have a strong preference
cases, modems,
these realities into account, and for branded products. Their needs
Bluetooth
the profile of the so-called typical are no longer simple, and they want
headsets and rural Indian consumer looks quite consumption experiences that are
computer different from the traditional picture. convenient and tailored to their
tablets. Today’s rural Indians have high specific circumstances. To get these
expectations, as evidenced by their experiences, they are interacting
with multiple touchpoints and
channels as they make and execute
The Changing Realities of Rural India Building Trust along Rural Consumer Purchase Journey
Accenture survey of 2800 rural consumers across 8 states and 10 Focus Group Discussions provides unique insights into how purchase
To gain wallet decisions.
share in India’s ruralThey areneedalso
market, executives to meet the new im
rural consumers are changing—in terms of their attitudes, preferences and buying behavior. Businesses that capitalize on this journey. We call such milestones “trustpoints” instead of “touchpoints,” as they
opportunity now could gain a significant competitive advantage over those who wait until the market matures further. morecan buildopen trust with theto experimenting,
customer—or destroy it.

venturing beyond their comfort zone

What do rural consumers value? When do they buy? What sales channels do they use?
and buying products that offer more
than 1.just utility.
71% 55% 83% Need Recognition 2. Awareness 3. Conside
buy brands and 59 percent see them as buy when the need arises, rather than waiting travel to nearby cities to make their bigger Some have adopted
• Develop a deep understanding
of rural consumers these
• Customise marketing mix
by product and geography
new • Tailor value
to create res
trustworthy and reliable. 66 percent weightage for special occasions. purchases.
is given to brand image, functionality and behaviors
identifying and intargetingresponse
• Shape the market by
the to social •• Appeal
• Look beyond traditional
media; explore mobile
to di
Demonstrate
aesthetics while making their purchase decisions. right consumers
pressure to demonstrate
• Keep communication simple,
marketing
upward inspire consu
customised and engaging
Who influences them the most? How much do TV ads and celebrity Where do they plan to spend more? mobility. According to the eBay
endorsements influence them?
1% 6% India Census 1 2012, consumers 2 from 3
as many as 1,015 rural hubs in India
1% 7% 51%
said the key influencer for their last big-ticket claimed advertisements and celebrity plan to increase their spend on education shopped online that year. Among
purchase was the village head and 6 percent endorsements have an influence on their final and 49 percent plan to increase their spend
claimed it was the local shopkeeper. purchase decisions. on healthcare. the top five items popular withCustomer rural
Satisfied

buyers were Republic of India notes, De

Three broad dimensions characterizing rural consumer behavior change Cu

Social
mobile phone cases, modems,
Brand Savvy Outside
Proactive
Empowered Bluetooth the loopheadsetsCustomer and computer
Unsatisfied

tablets. Additionally, Accenture

Discerning 6
field research has found evidence of
Aspirational
the rising influence of women and
Networked
Trading up
Value seeking
children on impulse buying.
Street-Smart
Exploring
Connected
Rural consumers are also
Four Rural Consumer Segments actively engaging in prepurchase
6. Experience 7. Advocacy 5. Purchas
activities,
• Differentiatesuch as shopping
through service; • Nurture advocatesaround
to leverage • Enhance in-

and comparing prices• Seekby gathering offline interv

initiate contact with customer positive word of mouth • Support onli
• Deliver on the brand promise customer
• Offer improv
information
to win loyalty
from multiple channels and paymen
feedback proactively

Traditionalists are the Steady Climbers aspire for a Young Enthusiasts, rural Village Elites are the progressive
including The use the of digital Web and social
conservative rural consumers
that rely on conventional
more comfortable lifestyle.
They want to enhance their
consumers aged 18-28, make
extensive use of digital
rural consumers, boasting high
education and awareness levels.
media. These>50% behaviors reflect the
channels to make their purchase
decisions. Necessity drives most
social standing among their
peers, and strive to do so by
technology and buy branded
products to enhance their
They desire the best in product
quality, features and aesthetics. disruptive forces of the
of the respondents expresseddigital
willingness era
of their purchase decisions and buying branded products social image. They powerfully to use digital channels
they typically purchase the and offerings. influence the decisions of
cheapest offerings available. other consumers segments.

8 MAY 2015 i afaqs! Reporter i Special supplement

 Special Supplement

India Building Trust along Rural Consumer Purchase Journey

influencing both urban and rural
oss 8 states and 10 Focus Group Discussions provides unique insights into how To gain wallet share in India’s rural market, executives need to meet the new imperatives at each milestone in the purchase
populations around the world. For
ir attitudes, preferences and buying behavior. Businesses that capitalize on this
petitive advantage over those who wait until the market matures further.
journey. We call such milestones “trustpoints” instead of “touchpoints,” as they constitute critical moments where companies
can build trust with the customer—or destroy it.
example, mobility is increasingly
hen do theybecomingbuy? a What way of life
sales channels do they inuse?rural
areas. Young country dwellers are
5% watching videos 83%and movie trailers 1. Need Recognition
• Develop a deep understanding
2. Awareness
• Customise marketing mix
3. Consideration
• Tailor value proposition
4. Validation
• Engage with relevant
y when the need arises, rather than waiting travel to nearby cities to make their bigger of rural consumers by product and geography to create resonance influencers
or downloading music on their
special occasions. purchases. • Shape the market by
identifying and targeting the
• Look beyond traditional
media; explore mobile
• Appeal to diversity • Invest to transform
retailers into informed
• Demonstrate results to
mobile devices. People are using right consumers
• Keep communication simple,
marketing inspire consumer trust advisors

ow much dotheir handhelds

celebrity Whereto conduct financial customised and engaging
TV ads and do they plan to spend more?
ndorsements influence them?
transactions, such as making money 1 2 3 4
transfers or buying bus tickets. Some
7% rural residentsplan 51% are even participating
imed advertisements and celebrity to increase their spend on education

in religious
dorsements have an influence on their final
rchase decisions.
ceremonies online rather
and 49 percent plan to increase their spend
on healthcare.
Satisfied
Customer
than undertaking a pilgrimage.
erizing rural consumer behaviorthe change
Delighted
7 5
To capture market potential Customer

Social
Proactive
embodied in rural India, companies
Empowered
Outside
the loop
Unsatisfied
Customer
must understand the disruption
6
that’s reshaping thisDiscerning vast market
and reconfigure their strategies.
Networked
Simply put, ever-higher Value customer
seeking
Street-Smart
expectations are fueling demand
Connected
for superior customer service and
experiences. Companies that fail to 6. Experience
• Differentiate through service;
7. Advocacy
• Nurture advocates to leverage
5. Purchase
• Enhance in-store experience
meet this demand risk losing their initiate contact with customer
• Deliver on the brand promise
positive word of mouth
• Seek customer
• Support online channel through
offline intervention

customers to rivals who can step up. to win loyalty feedback proactively • Offer improved financial access
and payment flexibility

Indeed, eroding customer loyalty The use of digital

bers aspire for a Young Enthusiasts, rural Village Elites are the progressive
table lifestyle. will consumers
present aged 18-28, amake major challenge
rural consumers, boasting high for
o enhance their
ng among their businesses
extensive use of digital
technology and buy branded
education and awareness levels.
in ruralquality,areas,
They desire the best where
in product
>50% 38%
rive to do so by products to enhance their features and aesthetics. of the respondents expressed willingness of the respondents agreed getting
ded products
s.
negative experiences
social image. They powerfully
influence the decisions of
with products, to use digital channels explanations on how to use digital
channels could motivate them to use it
services and companies quickly
other consumers segments.

3
spread through word of mouth.
buyers. They do little to enhance
Understanding rural the customer experience or the
consumers’ needs quality of after-sales service for Ever-higher
This need for a new perspective these consumers, on the assumption customer
on the rural Indian consumer that people don’t expect it and that expectations are
underscores the widening gap providing high-quality service would fueling demand
between what organizations provide be a logistics nightmare. Given the for superior
to such customers and what the infrastructure challenges still facing customer service
customers actually want. Many some rural areas, combined with and experiences
companies are continuing to push a dearth of market research on
in rural India.
low-cost, cheaply made products rural consumers’ changing buying
with limited features in their bid to behaviors, perhaps it’s not surprising
attract supposedly price-conscious that companies are clinging to

MAY 2015 i afaqs! Reporter i Special supplement

9
 Special Supplement

traditional rural marketing strategies. The authors

At the same time, many businesses
are not making the investments Sanjay Dawar
needed to capture the nuances of and Managing Director and Lead –
changes in rural customers’ decision Accenture Strategy
journey. Although executives know Accenture, India
that analytics can help them gain [email protected]
Many companies customer insights at a granular level,
are pushing low- only a few enterprises have been Raghuram Devarakonda
cost, cheaply able to use analytics in this way. Managing Director and Lead –
made products In one recent Accenture survey, Sales and Customer Services,
with limited just 18 percent of the participating Accenture Strategy
features in their companies said they use analytics to Accenture, India
bid to attract better understand changes in rural raghuram.devarakonda@accenture.
supposedly consumers’ behavior and only 25 com
price-conscious percent reported setting up separate
rural divisions. Vineet R. Ahuja
buyers.
As ever-easier access to Principal – Accenture Strategy
information continues to transform Accenture, India
rural Indians’ consumption decisions, [email protected]
behaviour and expectations,
companies will have to commit to Mamta Kapur
developing more accurate profiles Research Manager – Accenture
of rural buyers. Otherwise, they may Institute for High Performance
find themselves falling far behind Accenture, India
in the race to serve this huge and [email protected]
promising market.

1. Monthly per capita expenditure rose 19.2 percent

between 2009 and 2012, exceeding urban consumption
by 2 percentage points.
2. The Accenture study on the new rural consumer will be
published soon.

10 MAY 2015 i afaqs! Reporter i Special supplement

 Special Supplement

Amul- The taste of India

The rural story of India’s

most successful brand
The brand Amul presents one of the finest examples of
rural marketing in India.

K nown for its topical, catchy and

clever campaigns and adorable
little Amul girl dressed in a polka-
dotted dress, brand Amul has always
been deeply rooted in rural India.
Right from inception, Amul has
maintained a strong rural connect.
The cooperative movement that
began in Gujarat back in 1946 against
the unfair practices of Polson Dairy, daCunha (daCunha Communications)
which allegedly procured milk from has been instrumental in making
farmers at very low rates to sell to the Amul the brand it is today. Kurien Kurien insisted
Mumbai government, is now one of always believed in giving immense on an Indian
the strongest brands in the country. creative freedom to the agency name to ensure
Often called the Milkman of India, to release advertisements without that the general
Dr Verghese Kurien, the man behind having to wait for permission from public was able
the cooperative, had a simple vision the company. Hence, the Amul Girl to connect with
of offering thousands of small dairy is never late to present her take on it, thus Amul,
farmers centralised marketing and what is going around. short for Anand
quality control facilities. Amul reaches one million retailers Milk Union Ltd.
What made this cooperative stand through a network of 10,000 dealers.
out was its branding activities, cleverly Since the mid-90s, Amul has taken
designed to add a tinge of nationalism its range beyond the security of
to a rural revolution. When deciding traditional products like milk, milk
upon the brand name, Kurien insisted powder and butter. It has successfully
on an Indian name to ensure that the diversified into everything from ice-
general public was able to connect cream, chocolates, cheese, curd
with it, thus Amul, short for Anand to long-life flavoured milk. As the
Milk Union Ltd. Amul, in that sense cooperative touched a topline of
was a true win-win for the producers close to Rs 20,000 crore in 2014-
and consumers, with better price 15, with plans to move to Rs 50,000
realisations incentivising higher crores, the cooperative will ensure
production for the producers too. that its vision to make a positive and
The Amul Girl, created by Sylvester wide ranging impact is truly met. n

MAY 2015 i afaqs! Reporter i Special supplement

11
 Special Supplement

VISCOMM bags RMAI Winner:

Gold

Gold for JCB India’s

Category:
New On
Ground Event/
Property of

‘Sunehra Kal’ the Year

case study-1

VISCOMM 360 Communications Pvt Ltd wins prestigious Rural Marketing

Association of India (RMAI) annual Flame Gold Award for “New On Ground
Event/Property of the Year” for JCB India’s Sunehra Kal initiative.

Background: the new Government’s focus awareness about the potential

JCB is India’s largest manu- on infrastructure development, of non-agricultural investments
facturer of Construction rural youth empowerment and for a secure future and promote
Equipment and the third largest the Swachh Bharat Abhiyaan, entrepreneurship in the rural
globally. JCB enjoys top-of- a huge opportunity was identi- community.
mind recall for most of its 50+ fied for JCB to strengthen its
products. JCB’s retail presence position in the rural market Challenges:
is powered by a network of space by occupying top of the • The rural media is very frag-
over 600 outlets located at the mind option as an alternate mented and its penetration
country’s major development source of livelihood. is limited, what would be the
hubs. ideal platform for conversa-
The campaign’s main tion?
Objectives: objective was to spark con- • How to make the conversa-
With rural India emerging as the versations about investments tion relevant?
fastest growing economy and and entrepreneurship, increase • Since farming was the target

12 MAY 2015 i afaqs! Reporter i Special supplement

 Special Supplement

investments. The game was

styled in a “Wheel of Fortune”
format. Post the event, JCB
representatives reached out to
the progressive farmers who
were part of the project, and
then closed the sales deals sub-
sequently.

Sunehra Kal’ while being an

engagement activity for JCB,
also proved to be an exten-
sion of KVK’s primary
audience primary occupation, present JCB 2DX as ideally objective – welfare of the farm-
a Tractor was their machine suited for rural applications, ing community. Information on
of choice. How to get the both farming and non-farming. investment options, its poten-
Farmers interested in the Emphasis was laid on alternate tial, and the possibilities of
product – Back Hoe Loaders? applications like rural housing, growth and success with non-
• The immediate concerns of rural roads, canal digging, brick agricultural investments and
the farming community at kilm application, loading and rural entrepreneurship were
large were the uncertainty unloading, cotton mills, etc. imparted at the event that lived
of harvest and availability of up to its name – ‘Sunehra Kal’
labour. How to get the farmer An interesting experiential (A Glorious Future).
interested in spending on a learning event was designed
JCB that is priced 3x when and facilitated between the local The unprecedented KVK
compared to a tractor? KVKs and JCB India Limited. alliance gave credibility to
• Who would be the influenc- Under the arrangement the ‘Sunehra Kal - Entrepreneurship
ers for such a purchase? KVKs identified and invited for Livelihood’, assured par-
progressive farmers. A game ticipation at a much lower
Execution: was designed to demonstrate cost and the association was
The entire marketing com- the power of entrepreneurship deemed as endorsement of the
munication was designed to and the scope in non-farming JCB machine. n

Results: and benefits of investment. The intangible

Sunehra Kal - Entrepreneurship for Livelihood effect of the Sunehra Kal - Entrepreneurship
was not a sales driven activity but an aware- for Livelihood campaign could be seen in the
ness and community oriented activity. immensely positive feedback from the farmers
However, sales could be the by product of and the KVK officials.
the campaign. Every brand lives a purpose. Additionally, the Sunehra Kal - Entrepreneurship
A consumer does not merely buy a product, for Livelihood created new conversations, giv-
but he invests in the purpose attached to the ing JCB a toe hold in the rural space and a
product. With this thought, JCB has changed huge database of progressive farmers across
the lives of many farmers. Sunehra Kal - India. The JCB team continues to engage with
Entrepreneurship for Livelihood has opened KVK officials and farmers from the local com-
their minds and exposed them to the potential munities.

MAY 2015 i afaqs! Reporter i Special supplement

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 Special Supplement

Goodknight Fast
card campaign during
Winner:
Gold
Category:
On ground

Pandharpur Yatra promotion of the

year for Brand
Awareness.

win’s Gold at RMAI’s

Flame awards
How Goodknight “Fattack se furr” strikes chord with warkari’s in Maharashtra.
case study-2

Background:
Godrej Consumer Products
Ltd. is the largest home-
grown, home and personal
care company in India, con-
stantly innovating to delight
the consumers with more
exciting, superior quality prod-
ucts at affordable prices. The
marketing campaign was for a
revolutionary mosquito repel-
lant Goodknight Fast Card
“Fattack se furr”.Godrej was
looking for a Rural activation
targeting Mahrashtra as it was
P1 Market for their Goodknight
Fast Card brand.

Godrej consumer products

assigned Vritti iMedia the
task of carrying out this acti-
vation across rural parts of
Maharashtra.

Objective:
To introduce and
thoroughly educate rural con-
sumers of Maharashtra about
Goodknight’s innovative cost-

14 MAY 2015 i afaqs! Reporter i Special supplement

 Special Supplement

effective mosquito repellant and were wlecomed through prime resting spots for the pil-
– Fast Card. In rural India, the Public Announcement Systems grims.
penetration of household insec- accompanied with the informa-
ticides is quite low as current tive Fast Card jingles at Bus Over 80 volunteers served
products are either expensive Stands across Maharashtra. water to the devotees round
or require electricity. the clock during the festivities.
Temporary hoardings and
Execution: boards with information like Live footage of the deity was
The campaign was executed- important locations and direc- aired on 8X6 Outdoor LED TV
during the “Pandharpur Aashadi tions, with Goodknight Fast installed adjacent to the Queue.
Eakadasi”, the biggest Yatra of Card branding were erected
Maharashtra organised during at strategic points around the Mutt is a huge hall that can
July, the most favorable breed- Town of Pandharpur. accommodate around 1000-
ing season for mosquitoes. 2000 devotees. Promoters were
Pandharpur witnesses around 5 lakh booklets containing engaged in demonstrations and
15-20 lakh devotees mostly Bhajans and information about sampling of the product during
from rural Maharashtra, allow- the city like directions and bus the evening hours for 7 days.
ing us to reach a high number schedules with Goodknight
of target customers. Fast Card branding, were dis- All the hoardings, boards, book-
tributed to everyone in the city. lets, volunteer caps and t-shirts,
From over 30 bus sta- water-cups and LED TVs were
tions across Maharshtra Bhajan mandaps with branded with Goodknight Fast
State, Devotees travelling to Goodknight Fast Card brand- Card and its tag line ‘Phatak
Pandharpur were given infor- ing were set up near the temple se Furr’ in the native language
mation about the bus schedules and river area, which were the Marathi. n

Results:
• Successful launch of Goodknight Fast Card, reaching out to over 30% of people of Maharashtra
(across all districts) particularly people from small towns and rural markets.
• Excellent awareness and brand building .
• A visible growth in sales of Goodknight Fast Card across Maharashtra was recorded.

The Audio Ad reached over 60,000 devotees every day and was broadcasted at around 30
district level Bus stations for 20 days, achieving the overall reach of 3.6 Cr people. Around 5
lakh booklets were distributed during the 7 days long celebration. Direction boards, information
boards and hoarding were erected at strategic location of the city to help devotees as well as
make them aware of the revolutionary mosquito repellant Goodknight Fast Card ‘Fattack se
Furr’. Over 1,44,400 sample packs across Pandharpur were distributed. The brand was able to
reach out over 12-15 lacs people.through this campaign

MAY 2015 i afaqs! Reporter i Special supplement

15
 Special Supplement

Mahindra Finance bags

Gold in TVC category for
Winner:
Gold
Category:
TVC

“Bharat Ko Pehchante Campaign

of the Year
2015

Hain Hum”
Mahindra Finance takes home the Gold for the Best TVC Campaign of the
Year 2015 at the RMAI Flame Awards 2015.
case study-3

Mahindra Finance had to com-

municate that they are enabling
transformation in rural lives at a
large scale. The new TVC cam-
paign was conceptualised based
on true stories of Mahindra
Finance customers.

Mahindra Finance thought of

an innovative idea of adopting
the crowd sourcing route for
developing a ‘Customer Stories
Book’ which eventually led to
the creation of their new TV
commercials.
Background: that catalysed their growth. The
Mahindra Finance commenced stories of this transformation For capturing and collecting
its operations more than 20 were truly inspirational and real customer stories from all
years back as a captive financier deserved to be told to the entire walks of life Mahindra Finance
and is today India’s largest rural world. launched an internal contest
NBFC achieving two major named ‘Footprints’, where-
milestones: Objectives: in employees, PAN India,
New TVC Campaign – documented real life stories
• Since its inception they have “Bharat Ko Pehchante Hain where Mahindra Finance had
transformed the lives of over Hum” brought transformation in their
3.5 million customers The idea was to capture a differ- customers’ lives. 700 such sto-
• Financed productive assets ent India, which is working by ries were captured eventually.
(assets used to gener- its own rules and constrained by
ate income) of nearly Rs. its own challenges. More impor- Challenges:
1,50,000 crores tantly, they wanted to capture Out of seven hundred cus-
The secret of their success is the customers’ moments and tomer stories collected through
customers. It was the custom- their journeys. ‘Footprints’, the key challenge
ers’ aspirations and self belief was to shortlist and select four

16 MAY 2015 i afaqs! Reporter i Special supplement

 Special Supplement

most influencing stories which

were dramatic, inspiring and
showcasing transformation in
the customer’s life. Several sto-
ries were analysed to select four
stories that would create an
impact and highlight Mahindra
Finance’s diverse portfolio and
strength of wide spread reach in
the semi-urban and rural mar-
kets.
ries were collected across India of Mahindra Finance’s ethos,
A template for storyboard was in various regional languages ideology and a testimony to
designed in order to finalise the out of which, 123 shortlisted the pioneering efforts of teams
stories that could be used to were compiled into a Customer across the country.
develop the TVCs. Stories Book titled “BHARAT
AWAKENS”. Bharat Awakens • An idli maker who built his
Execution: traces success stories of own house.
Mahindra Finance launched the Mahindra Finance customers, • An auto rickshaw driver
Customer Rise Stories Contest across various life stages of turned businessman.
– ‘Footprints’ internally among their association with the brand. • A 55 year old who turned
its employees to capture the Stories were classified into vari- entrepreneur and built a fleet
inspirational stories of existing ous categories for the better of 72 cars.
customers. It was an initiative understanding of the readers. • A housewife fulfilling her late
to systematically compile these The stories were truly inspira- husband’s dreams.
stories which could be shared tional and deserved to be told
with the internal and external to the entire world and this was These are just some of the
world through a Coffee Table the prime reason for creation incredible stories featured in
Book and new TVCs. of this book, eventually leading ‘Bharat Awakens’ – Unlocking
to new TVCs. However, inter- the Chakraview, a book which
More than 700 customer sto- nally this book was a reflection traces the Rise stories of
Mahindra Finance Customers
from all walks of life and chron-
icles
their journey of hope and cour-
age.

The book also instilled a feeling

of pride in Mahindra Finance’s
employees about the kind of
change they are bringing to the
society through their efforts.

The story of a milkman, the

MAY 2015 i afaqs! Reporter i Special supplement

17
 Special Supplement

struggles of a mason, the success of a

brick-kiln loader and improved life-style
of a scrap dealer were some of these
stories , that led to development of their
new TVCs.

Advertisements that were based on 4

real life customer stories, identified from
‘Bharat Awakens’ book, were launched
on National and Regional television
channels in eight languages. n

Results: properties that were executed are:

The new TVC campaign was conceptualised
based on the true stories of Mahindra Finance 1. Vignettes related to customer rise stories
customers. The TVCs talked about how their were developed to be aired on PTC Punjabi
customers are strivers, who were self motivated channel during the world Kabbadi Cup tour-
and determined to make it big in life. The tag- nament.
line aptly read ‘Bharat ko pehchante hai hum’ as 2. The ‘Amazing Indians’ property on Times
Mahindra Finance posses in-depth knowledge Now channel was chosen as a special prop-
in helping its customers to turn their dreams erty during which the TVCs of Mahindra
into reality. Finance were aired. The tagline of “Bharat
ko Pehchante hai hum” was in sync with the
Out of the four TVCs , two were selected for the message of the show, where rural entrepre-
campaign. For each of the two TVCs, two edits neurs were featured.
were created – one for 45 seconds and another
for 25 seconds, which was to be aired as part of The campaign achieved a reach of 67% of their
the campaign. Target Group. Mahindra Finance’s unaided
brand recall increased by 9% from 38% in FY’14
The objective of the campaign was to generate to 47% in FY’15 among their target group, and
awareness and build brand equity for Mahindra consideration for their brand increased by 7%
Finance among 25-44 years aged males in SEC from 34% in FY’14 to 41% in FY’15 (Data as
B and C (semi-urban towns) and R1 and R2 per Nielsen’s Brand Health Survey FY’14 and
(rural locations). Based on this objective, the FY’15).
TV Campaign was launched PAN India across
various National and Regional television chan- The TVC campaign received positive word-of-
nels in eight languages. Based on the target mouth reviews across the length and breadth of
profile of Mahindra Finance customers, the the country. The TVC was effective in increas-
type of television channels that were chosen ing the brand saliency for Mahindra Finance
for the campaign were General Entertainment owing to its rise stories and the tagline of
Channels (GECs) and News Channels in all the “Bharat ko Pehchante hai hum”.
eight languages.
The book also instilled a feeling of pride in
Along with the TVCs, several addition- Mahindra’s employees about the kind of change
al value added properties were used in they are bringing to the organisation through
conjunction with the TVCs to increase their efforts.
effectiveness of the campaign. Some of the

18 MAY 2015 i afaqs! Reporter i Special supplement

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