The 83rd edition of the Kila Raipur Games, famously known as the Rural Olympics, began on Friday, February 3, 2023, bringing with it a slew of activity by Ogilvy India for some of its clients including Omnigel, Limca Sportz, Fevicol, and Kotex.
With approximately 68 per cent of India’s population still living in rural areas, marketers are looking for the next big phase of growth – penetration and building attraction with rural consumers. Companies that want to enter these markets must develop appropriate products, sales, business models, and, most importantly, marketing efforts.
With this opportunity and need in mind, Ogilvy India launched culturally rooted rural work with the Kila Raipur Games 2023 in Punjab, India, which is possibly the world’s largest Rural Sports Festival of this scale. This sporting event, which began in 1933, is held annually in the winters around early February. The event takes place at the Grewal Sports Stadium in the village of Kila Raipur. Competitors and participants range from teenagers to the elderly, and it draws large crowds of tourists and sports fans from around the world.
“In September 2022, Ogilvy’s branded content and activation wing established a small core unit in Kila Raipur to collaborate with the local team and identify areas where brands could play a role. Back in our offices across India, they identified brands with a purpose and rural consumers in their DNA and reached out to clients such as Pidilite, Coca-Cola, Cipla, and others with ideas in direct response to the Rural Olympics management,” a senior official at Ogilvy India said.
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