The print media company, Amar Ujala has decided to make a foray into rural events and activation – a business domain, which is gaining significant attention from the corporate brands across the country. While the business potential of India’s huge rural and semi-urban geography is never in doubt, the hurdles in the form of logistics constraints, high cost of delivery and lack of effective communication often dissuade a brand to walk the extra mile
Amar Ujala has decided to bridge the last-mile gap between the corporate sector and progressive farmers through a series of well-planned initiatives, starting with the mega-event ‘Viraat Kisan Mela’ in 4 key agri-centric locations of Western Uttar Pradesh – Baraut, Muzaffarnagar, Shaharanpur, and Bulandshahar.
Rajul Masheshwari, MD, Amar Ujala Publications, while sharing the core thinking behind this foray into rural events and activation said, “Amar Ujala is not just a newspaper. It is also a change agent. We are committed to improve the life of millions of our readers, by offering the right mix of infotainment and engagement. We can add significant value to their lives, by co-creating a knowledge platform, with leading corporate houses and government agencies. Through this kind of initiatives, we want to bring ‘India’ closer to ‘Bharat’. And we are overwhelmed by the response from corporate India in supporting our engagement programs.”
Viraat Kisan Mela is a pioneering initiative where corporate brands, governmental departments, agri-based services get the chance to engage with thousands of affluent farmers, agri-professionals, rural traders, village-level retailers, youth and other key social communities.
The 3-day event has the participation from a wide range of brands – from agriculture based industry, FMCG, consumer durables, industrial machinery, automobile, telecom to government departments, public Institutions and PSUs.