Strategy The challenges of tacking rural markets and of understanding rural consumers, requirements, behavior, acceptance and consumption pattern are numerous. The innovative platforms and media for brands and services to reach these consumers in remote rural locations and to communicate with a vastly heterogeneous rural audience can only be possible through effective strategies.

Core Competency
At Insight Connect, the four As of Strategy; Awareness, Acceptability, Availability, and Affordability form an inherent blueprint for marketing and communication

Research A number of variables come into play when trying to map consumer behavior in rural India. A Uni-plan or model cannot be applied to the whole of rural India, because of the various regional influences but a homogeneous response to club the cluster of different responses work.

Core Competency
Insight Connect undertakes market research to develop an in-depth understanding of ground level issues which enables us to formulate winning marketing strategies for our clients with our insights on rural lifestyle, knowledge, attitudes and practices.

Rural Communication Rural consumers traditionally feel inhibited & ill-equipped to purchase confidently due to lack of key influencers, thus impeding their purchasing power which otherwise shows a healthy trend where assurance is perceived. Thus necessitating a strong need to build reassurance & trust about the product quality, service and support. Mass media serves the purpose of achieving awareness and interest but for creating conviction the consumer must have a ‘face to face’ interactive communication.

Core Competency
The most effective means of reaching the rural market is done through the ‘face to face’ below the line’ , the touch, feel and talk modes at HAATs, MELA’s and MANDIS. Insight Connect has the ways and means to evaluate, strategise and offer communication solutions using the above platforms through a network and a team of over 150 co ordinators.

Activation To activate a brand in rural India, where the means of communication offer unusual opportunities and innovations, Insight has a strategic team which identifies the region, analyses the product and executes the activation accordingly.

From FMCG, to electronic goods to automobiles, each activation is planned as a ground level activity and executed at haats, melas and mandis. These provide perfect environment for product sampling and promotions where close interaction between the brand and its target customer is encouraged.

Insight’s area of expertise includes
Burrah Kathas- Traditional folk arts involving musicians, folk dancers, puppeteers , mimicry artists is an innovative means of promoting the brand using entertainment to advertise a brand promise or superiority.

Van Campaign- Another popular form of communicating with the rural markets, this also is integrated in a product sampling/trials of brands and can address large numbers of people

Events- Games, sports, drama and infotainment programs are regularly conducted as they help to draw large crowds and can be part of a customer interaction promotion or even induce spot sales.