Rural Marketing Association of India (RMAI), recently hosted its annual Rural Conclave in New Delhi.
The Conclave brought together some of the sharpest minds of the industry, consisting of the most forward-thinking marketers, innovators, entrepreneurs and technology players to navigate the future of rural marketing.
In his opening address, Sanjay Kaul, President RMAI and Founder & CEO, Impact Communications said, “Rural markets have changed faster than the marketers would have imagined just few years ago. Our endeavour at RMAI is to design knowledge platform and share the knowledge that is relevant and in sync with the changing needs of rural markets of today, especially in the scenario when information and communication technology (ICT) and digitisation have made deeper inroads in rural India.”
Praveen Kumar- Rural Market Expert, Lighting Asia/India, IFC World Bank Group; Puneet Avasthi- EVP, IMRB International; Amit Rangra- EBD & VP, JWT and Anirban Chaudhary- SVP and EPD, JWT shared their views on evolving new rural consumers and changing landscape.
Peeyush Bajpai, Director, Big Data, Neilson shared how analytics can enable companies to better understand rural customers and improve their marketing power.
Dr. Venkat, Promoter, Sam Analytics shared an interesting case of a political party. He further shared that marketers have lot to learn from political campaigns that also target rural audiences across large geographies.
KV Sridhar, Founder & Chief Creative Officer, Hyper Collective said how to secure the turf in rural markets. He emphasised that companies need to focus on building brand engagement and affinity and not limiting to brand awareness and availability alone.
Danish Siddiqui, Head – Rural Marketing, Hero MotoCorp shared some winning strategies in rural markets, alongside some of the key initiatives taken by the company that contributed to their growth in rural markets.
Deepak Saksena, Head Partnerships, Hindustan Unilever highlighted on the challenges to create a viable business model, which is largely occupied by corporate social responsibility (CSR) and Philanthropy.
Day 2 of the conclave was opened by Onkar K Khullar, Founder, Digital Gandhi. Onkar energised the audience in the very starting session and presented Social Innovation in Rural.
Raj Kumar Jha, consultant, Ogilvy shared the nuances of Creative and Communication Strategies in an open house session called “Raj Ki Chaupal.”
Vijay Sharma, Commercial Lead, Global Emerging Markets Acceleration Team, GSK, presented “Horlicks Swasthya Abhiyan” and “Mobile Sakhi” the key initiatives of GSK in rural India. He talked about how GSK leverages data to engage their consumers in a meaningful and sustained manner.
Subhroto Chakroborty, Founder & Chief Digital Consultant, Digital Fellow shared an extensive list with Do’s & Don’ts of mobile marketing in rural India. He highlighted the changing trends of mobile marketing in the hinterlands of India.
Aashish Chopra, the award winning Viral Video Marker shared tricks of the trade, which one can keep handy while approaching a strategy for Viral Marketing.
A representative panel of academicians and marketers shared their thoughts on digital strategies for rural markets. Dr. Moutosy Maity from IIM Lucknow shared how GEN NEXT needs to be prepared for rural marketing in digital era. Puneet Vidyarthi- AVP, Marketing & Digital Innovations, JCB; Rujuta Nadkarni- Head – Digital Marketing, Mahindra & Mahindra Farm Division; Aditi Nanda- Ex-Head, Marketing & BD, CropIn Technology Solutions and Prabhakar Tiwari of MargDarshak Inc shared their insights on winning digital strategies.
Speakers from neighbouring countries, Bangladesh and Nepal gave an overview of their respective rural markets those are largely similar to India and explained the scope of collaboration and need of cross sharing of rural knowledge.
During the Conclave, RMAI felicitated some of the young rural marketing professionals of the industry for their contribution to rural marketing.