Real wealth of India lies in villages they say; and there hasn’t been another time in history to prove this as a statement of truth. India’s rural markets have been offering outstanding growth opportunities for global as well as local companies to experiment with their market approach and business models. In a competitive scenario and demanding business environment like this, how are PR strategists going to encapsulate rural markets in their communication strategies?
With approximately 72% of India living in rural territories, our country boasts of highest number of villages in the world.
The expanse, scope and magnitude of work is humungous. With approximately 72% of India living in rural territories, our country boasts of highest number of villages in the world. Well, with greater numbers come greater responsibility and there is no way that brands and their PR partners could ignore this TG. With the onset of digital era, not only do consumers from villages have their own sets of aspirations but are also willing to pay for the right products/services.
Brands and especially PR campaigners now need to understand that the rules of game are different when it comes to rural markets, especially in a diverse one like India. Additionally, the rural environment is different from the urban and therefore communication to potential customers requires specialized and integrated approach. Without experience, exposure and expertise in understanding the rural ball game, it definitely is challenging to devise strategy in a proper and effective manner.
An urban communications approach will not hold well in rural markets given their unique dynamics. PR practitioners need to innovate exclusively for rural consumers because the values and sensitivities of the rural audiences are a stark contrast to that of their urban counterparts. As PR practitioners we need to imbibe in our psyche that rural communication is not a peripheral activity. It in fact needs to be a focussed and holistic strategy if brands are ambitious about mapping rural territories. A mere press release (due to low literacy) or a one-off A/V van engagement activity (due to lack of awareness) will not work to seep into the definition of rural consumerism.
PR practitioners need to innovate exclusively for rural consumers because the values and sensitivities of the rural audiences are a stark contrast to that of their urban counterparts.
Making further inroads into the Indian markets for increase in market share and brand recall requires developing of insightful (read customized) product innovation, packaging, marketing and ancillary activities to capture rural loyalty. Even a leading electronics brand like LG could not help but develop a ‘LG Rural Television’ called ‘Sampoorna’, to address area-specific consumer needs. It launched its DTH enabled TVs and swept markets that had poor networks in cable and satellite connections. Now, that is a masterstroke when it comes to offering customised solutions.
