‘Stay true to your rural marketing strategy’
By Bhawana Anand - December 16, 2019
Salil Dalal, COO, Emerging India Division, Pidilite Industries underlines the growing significance of rural markets and how OOH amplifies those initiatives
The smaller markets are contributing 14% of incremental revenues, said Salil Dalal, COO, Emerging India Division, Pidilite Industries in his address to the 7th edition of ET’s Rural Strategy Summit held in Delhi NCR last week. To target the emerging India markets, the company has a separate sales division that looks principally at rural markets.
“It is utmost essential to have a top-level commitment to target the underserved markets & products, experiment, measure and scale up the business and stay true to one’s rural strategy,” he said.
Salil underscored the significance of OOH advertising in targeting the dealers as well as direct audiences. “Our rural strategy is to drive Recall, Reach, Retail and Resist”.
While ATL advertising is the right media strategy, the brand also banks on BTL and activations. The brand has strategized different formats such as wall painting, auto-branding and mini truck branding to generate direct consumer recall, and in-house demonstrations, one-one seminars and activations.