Competitions

CAT Prep

Upskill

Placements

MBA Co'26

RTI Response

Rankings

Score Vs. %ile

Salaries

Campus Tour

Haats, Melas, Puppetry, Mandis - Rural Marketing Promotion Strategies - Deepika Mallyk, IIM Bangalore

Dec 19, 2016 | 3 minutes |

Join InsideIIM GOLD

Webinars & Workshops

Compare B-Schools

Free CAT Course

Take Free Mock Tests

Upskill With AltUni

CAT Study Planner

Final 19 Days to CAT 2024 Test-26

Participants: 2

Final 20 Days to CAT 2024 Test-26

Participants: 140

Final 21 Days to CAT 2024 Test-25

Participants: 129

Final 22 Days to CAT 2024 Test-24

Participants: 152

Final 23 Days to CAT 2024 Test-23

Participants: 94

Final 24 Days to CAT 2024 Test-22

Participants: 151

Final 25 Days to CAT 2024 Test-21

Participants: 134

Final 26 Days to CAT 2024 Test-20

Participants: 175

Final 27 Days to CAT 2024 Test-19

Participants: 168

Final 28 Days to CAT 2024 Test-18

Participants: 162

Final 29 Days to CAT 2024 Test-17

Participants: 170

Final 30 Days to CAT 2024 Test-16

Participants: 188

Final 31 Days to CAT 2024 Test-15

Participants: 181

Final 32 Days to CAT 2024 Test-14

Participants: 183

Final 33 Days to CAT 2024 Test-13

Participants: 186

Final 34 Days to CAT 2024 Test-12

Participants: 217

CAT 2017 VARC SLOT- 2

Participants: 305

CAT 2017 DILR SLOT- 2

Participants: 146

CAT 2017 VARC SLOT- 1

Participants: 286

CAT 2017 DILR SLOT- 1

Participants: 102

CAT 2017 QUANT SLOT 1

Participants: 146

CAT 2017 QUANT SLOT 2

Participants: 64

CAT 2018 QUANT SLOT 2

Participants: 59

CAT 2018 QUANT SLOT 1

Participants: 102

CAT 2018 DILR SLOT- 2

Participants: 52

CAT 2018 DILR SLOT- 1

Participants: 79

CAT 2018 VARC SLOT- 2

Participants: 194

CAT 2018 VARC SLOT- 1

Participants: 283

Final 35 Days to CAT 2024 Test-11

Participants: 148

Final 36 Days to CAT 2024 Test-10

Participants: 114

Approximately 75% of Indian population resides in villages. Hence for many brands, rural markets are gaining importance. Most the consumer brands such as HUL, ITC, and Dabur which got saturated in urban areas are trying to spread their presence in every luke and corner of Indian villages. What are the tools these brands use to promote themselves? How are these different from the promotions in urban areas? Ever wondered a major part of rural marketing happens in haats, melas and mandis... The above mentioned local media selling points are utilised instead of outdoor media though it is effective because of low literacy levels of rural people and differences in locations, the languages and cultural norms. Local media includes vehicles of written media - hoardings, wall paintings, leaflets or posters; mobile media - video vans, animal parades, transit media and folk media which include puppetry, theatre, music and dance and even acrobats and martial arts. Haats: Tata Shakti utilised the opportunity provided by rural haats when it promoted it's brand 'Tata Shaktee Wider GC sheets' by setting up stalls, organising games and gifting the visitors. It was a success as they could connect to more than 5 million customers on a one-to-one basis. The three unique benefits it offers are targeted customer approach, touch and feel experience and communication in local language. 

India has currently 47,000 haats held throughout the country held mostly on a weekly basis.
Mandis: There are about 7600 mandis in India which provide a medium to interact with farmers. 

Melas: For example, Fair and lovely popularised in Allahabad Kumba Mela. About 25,000 melas are organised annually. 


Wall paintings: These are most effective when they are geographically near the point of purchases such as village shops or haats. 


Leaflets/posters:  
It is cheap and most effective but that it's own constraints in rural areas as the literacy levels are low. Rural markets use visuals to disseminate information. As seen in the picture below, the usage of images is comparatively high in leaflets distributed in rural areas.


Video vans: 
The major players of video vans include 1. Video-on-wheels: It is currently running 125 vans  2. Rural communication and marketing (RC&M) and 3. Rallis India. The advantages of video vans are the glamour of the medium, direct interaction facility and that it has a huge impact on recall levels.


Animal Parade: It is used because of the attraction animals gain from children and young people. 


Mobile displays: Dabur utilised this medium very effectively by sending bowling alleys to a cluster of 300 villages. Here the bowling pins represented the various germs that Chyawanprash protects against.



Folk Media: Theatre (street theatre: for example, In AP, street theatre is called yaksha gananam), puppetry, music and dance, stories called burra katha and hari katha etc. grew in importance over time as people can closely relate to it and that they can be easily related to contemporary and hyped events. For example, 'washing powder nirma' and 'Thandurusti raksha' of lifebuoy resonate with consumers.
 

    --------------- About the Author:  Deepika Mallyk is currently doing her MBA from IIM Bangalore. At IIMB, her major interests lie in Marketing and Strategy. Prior to this, she graduated from IIT Kharagpur. She is a passionate dancer. Besides this, she loves oil painting and likes to take a shot at writing in her free time.