Consumers in Mumbai and other metros in India have
got used to mobile product marketing, with long vehicles
carrying advertising hoardings. It is now the turn of
consumers in rural markets in south India to witness
Media Ltd., a Chennai based specialised marketing promotions
and events firm on Wednesday launched Samrat, a custom-designed
vehicle for mobile product marketing and brand promotion
initiatives,aimed at penetrating rural markets.
on a long wheelbase truck chassis, Samrat is designed
and equipped with state of the art equipment specific
to requirements for field marketing initiatives in rural
areas. These include features such as IT equipment to
help advertisers monitor their promotions in real time;
'ready to roll' audio-visual equipment with large screen
projection; special sound and light equipment; stage
for live events and game shows; modular design of space
for mobile exhibitions accommodating at least 10 different
brands on a single platform; and air-conditioned inflatable
rooms for use by brand ambassadors.
V Vinod Gopal, managing director and chief executive,
Sanguine Media notes that Samrat is designed based "on
our extensive experience in rural marketing promotions
and understanding of the rural consumer. The design
incorporates nuances that are effective, not only from
the rural public's point of view, but also to facilitate
field logistic support including storage space for products
as well as promotional collateral and support props."
modular design makes it possible to simultaneously promote
up to 10 brands, enabling cost sharing among various
companies. "Our field experience shows that single
product promotions do not elicit as much response as
multiple products do," he adds.
will also tap 'shandies' and 'melas' that are big cluster
points for rural consumers. Three village markets can
be covered in a day reaching out to about 12,000 people.
Sanguine estimates that a fleet strength of 800 vehicles
is required for covering every village each quarter
in South India alone.
can also be used as a rural distribution and retail
vehicle. According to Vinod, Sanguine already has enquiries
from multi-national financial majors to take their products
such as IPO forms and insurance to rural India using
Media, a public limited company, acquired Godavari Ads,
a specialised rural marketing and event management services
company, in July. Godavari Ads has been servicing corporate
clients like Coca Cola, ITC, GSK, Britannia, Dabur,
Nestle, NFCL, GTC and Dalmia Consumer Care. Godavari
has operated more than 85 vans a month for providing
rural marketing services across South India.
recently also took over Rohinie Media, a Coimbatore-based
media company, which provides sales promotion, print
media advertising and rural marketing activities to
clients based in Coimbatore and Madurai region. The
company aims to achieve revenues of Rs21 crore in the
current financial year and Rs33 crore in 2007-08.