RC&M ventures into Rural Bangladesh, initiates campaign for M&M
By VJ Media Bureau - March 14, 2013
The agency carried out the first leg of the campaign'Mileage ka Master' for Mahindra & Mahindra, reaching about 65 villages of Bangladesh to over 5000 farmers & non-farmers.
Bangladesh rural market has evolved with the creation of a large consuming class of almost 40% of the country's middle class with 50% of the total disposable income. It is a consistently evolving market, which is reflected from the GDP of the country, and is set for a growth of 6% in 2013, as per IMF. Considering this, RC&M, an experiential marketing agency, ventures into Global South Bangladesh and SriLanka - then known as Third World Countries.
RC&M carried out the first leg of the campaign'Mileage ka Master' for Mahindra & Mahindra and aggressively penetrated the rural market of Bangladesh which resulted in 57 bookings of tractors. Since BTL is a new model here, the campaign laid stress on the'Touch','Feel' &'Belief' factors. Credibility was established for Mahindra Tractors by bringing the producers & end users together and establishing a dialogue for the first time. The campaign was designed with the perspective of showcasing the economic value that M&M tractors bring to the farmers. Due to dominant non-mechanization, farmers' income is also relatively low; therefore they seek products which are cost-effective. Through a customized platform, M&M tractor's engine & mileage is showcased against the competition tractors and this creates high impact on target as live demonstrations present the picture in black & white and M&M's technology & superiority is well-conveyed to them.
"Bangladesh is an upcoming market and holds lot of potential for all FMCG, Durables and Automobile products. Nearly all brands across verticals are establishing their footprints here. We found it to be the right time to explore this market and service our clients in the rural and semi-urban segment. The audiences at rural Bangladesh are very receptive to experiential media and want to get the feel of the product before making their purchase decisions. This fertility of receptiveness is encouraging the clients / Corporates to drive home their brand message through experiential marketingâ€, says Deepak Oberoi, CEO & Director, RC&M.
M&M reached in about 65 villages of Bangladesh to over 5000 farmers & non-farmers, leading to numerous sales & bookings. This was a grand initiative and a left a strong imprint in the mindsets of Bangladesh target audience. In the next phase of growth, RC&M plans to enter into Srilanka, which is also one of the markets showing well defined growth & evolution.