This article is part of a Spotlight series on rural marketing in India. Read more.

Rural consumers account for more than 70% of India, the second most populous and the fastest growing country in the world. It can be inferred that any global mass brand needs to succeed among rural Indian consumers. (Okay, that was a tad bit exaggerated given the number of Chinese consumers).

But how does a brand go about connecting with this rural Indian audience? What are the rules of marketing to engage with this consumer?

There is a guidebook on this. It starts by creating a no-frills basic product, manufacturing it at a low unit price, and distributing it in every nook of the country. Once done, make some simple communication and get a popular celebrity to endorse it. Voila! One laughs their way to rural marketing success.