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marketers (1)
rural_advertising_nad_marketing

India’s diverse market is challenging to penetrate; the poor especially constitute a large market with untapped potential. The poor have specific needs and are very value-conscious. Companies trying to woo this market have tried conventional routes but have difficulty reaching poor Indians living in remote rural areas, semi-urban towns and even in urban areas. Yet much of India’s population of 1.1 billion are poor and any company that wants to tap India’s true potential needs to speak the language of these consumers.

Rural markets have unique dynamics and vary according to regions, source of income and lifestyles. In order to reach these sections of society it is critical to use media formats tailored to them. BFIL, through its wide network, is best positioned to understand the needs of these sections and help companies reach out to them.

The following are a few initiatives that BFIL has developed to provide value and create unique opportunities for both our members and corporate partners.

Passbook Advertising

The passbook is an important document in our members’ household. Since these passbooks are in regional languages, an advertiser is able to send out region-specific messaging. Our initial advertisers include Airtel, Nokia, Vodafone, Santoor, ICICI Lombard and Bajaj Allianz.

The passbook is an important document in our members’ household. Since these passbooks are in regional languages, an advertiser is able to send out region-specific messaging. Our initial advertisers include Airtel, Nokia, Vodafone, Santoor, ICICI Lombard and Bajaj Allianz.

sampling_exercises

Our weekly centre meetings are a unique platform for marketers to raise awareness about their products and services. During these meetings we are in a position to distribute product samples, gather important consumer feedback and conduct brief promotions. BFIL carefully scrutinizes the companies it ties up with and vets the product it wants to promote. We aim to only use our network to promote products that improve the lives of the poor.

For marketing initiatives aimed for the poor across our network, contact : [email protected]