Socioeconomic groups

How to market to rural consumers in India

Article • Kunal Sinha, WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Bharat Rising: Reconnecting with the soul of India

Article • Amit Tiwari, WARC Exclusive, December 2019

This ethnographic study on rural India was based on qualitative research – structured interactions with 130 customers, retailers and influencers – across 32 towns in 16 states, covering all 4 regions (North, East, West, South) in India.

Redefining rural marketing in India

Opinion • Gabey Goh, December 2019

To talk about India without mention of the country’s rural communities would be folly for any brand seeking main market dominance or appeal.

How brands can empower India’s farming communities

Article • Amandeep Singh, WARC Exclusive, December 2019

India may have come a long way since The Green Revolution and farm mechanisation was introduced, however the situation for farmers has not, and remains a serious issue that brands need to tackle to empower these large communities.

Success in rural India requires understanding and a relentless pursuit

Article • Sandip Bansal, WARC Exclusive, December 2019

Looks at how marketers need to take a more strategic, sustained and an inclusive approach to convert rural consumers to brand fans in India.

Rewriting the sacred tenets of rural marketing in India

Article • Bianca Joseph and Krishnan Subramanian, WARC Exclusive, December 2019

Outlines the rules for marketers that wish to connect with rural Indian consumers.

World Animal Protection: When disasters strike, animals suffer

Case Study • MRS Awards, Highly Commended, MRS Award for International Research, 2019

World Animal Protection, a non-profit animal welfare organisation, created a quant/qual study that provided it with hard evidence to encourage the protection of animals from government officials globally.

Online and offline blurs for India’s urban shoppers

News • 27 November 2019

Lines between online and offline shopping behaviours are blurring for urban shoppers in India, according to a new study conducted by Google and Ipsos.

BMW Canada: The Perfect 10 is Now the 8

Case Study • MMA Smarties, Gold, North America, 2019

Luxury car brand BMW created a cross-mobile integrated media campaign to appeal to elite and aspirational buyers for the launch of its 8 Series marque in Canada and the US.

Reigniting ecommerce growth in India with content, experience and trust

Article • Yousuf Rangoonwala, Aniruddh Subramanian and Nikhil Pillai, WARC Exclusive, Spotlight India, October 2019

India’s continued ecommerce growth hinges on adapting content and experiences to younger consumers in multiple languages as use of digital payments grows in tandem.

India’s social commerce wave: From Buy Now buttons to WhatsApp groups

Article • Spotlight India, October 2019, WARC Exclusive, Seema Punwani

Social commerce in India is proving to be the next wave for online shopping, driven in part by the impetus on digital payments as more brands leverage social communities to build businesses.

Airfox: Fighting Financial Exclusion in Brazil

Case Study • SABRE Awards, LATAM, Platinum, 2019

Airfox, a blockchain financial services provider, launched a PR campaign and money management workshops in schools to create interest around its new mobile app in Brazil.

HSBC: The power of empathising upwards – walking a mile in exceptionally expensive shoes

Case Study • Account Planning Group - (UK), Entrant, 2019

HSBC, a bank, used the power of empathy globally to turn the Asset Management arm of HSBC into what the Financial Times defined as a "rising star" in the category.

How Agritecture uses marketing tools to support purpose-driven urban farming

Article • Geoffrey Precourt, WARC Exclusive, October 2019

Agritecture is a consultancy, content provider and community-building organization that focuses on urban farming, and has leaned on many traditional marketing strategies to build its brand.

JennAir Bound By Nothing

Case Study • ARF Ogilvy Awards, Bronze, 2019

JennAir, the US premium appliance manufacturer raised sales and reversed declining brand health metrics by changing category expectations and embracing the truth that progress demands defiance.

Global to Local: Mobile in the developing world

Opinion • Liam Brennan, September 2019

In the developing world, mobile is not just the first screen but a communications tool, a wallet and a gateway to services.

Plugging the gaps in society: Lessons from the Co-op

Opinion • Alice McGinn, September 2019

As the divisions in society widen, it is down to brands to pull them back together by investing in the communities they serve, argues Lucky Generals’ Alice McGinn.

Punjab National Bank: PNB Back On Track

Case Study • SABRE Awards, Asia-Pacific, Superior Achievement in Reputation Management, Diamond, 2019

Punjab National Bank (PNB), an Indian bank, increased favourable reportage of the brand and its stock price with the campaign PNB Back on Track, after the brand was implicated in a fraud scandal.

Stayfree: Project Free Period

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Prize for Asian Strategy, Gold, 2019

Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

Forevermark: Forevermark is a trust mark

Case Study • Lavanya MN, WARC Prize for Asian Strategy, Entrant, 2019

Jeweller Forevermark used a multichannel strategy to build brand trust and position itself as a diamond expert in India.

SB Design Square Furniture: 50 shades of being relevant to young home owners

Case Study • Ashik Ashokan, Ekaluck Charanvas, Ponghatai Sreesing, Panchalit Petchwarathorn, WARC Prize for Asian Strategy, Entrant, 2019

Furniture brand SB created a multichannel campaign based on the Fifty Shades of Grey film franchise to sell its SBDS design services to audiences in Thailand.

Rockwell Land: Lead Generation

Case Study • Marianne de los Reyes, Bubbly Encarnacion, WARC Prize for Asian Strategy, Entrant, 2019

Real-estate developer Rockwell Land Corporation used Google and Facebook to micro-target high-net-worth individuals and generate sales leads in the Philippines.

Hagar International: Reality Check

Case Study • Adrian Tso, WARC Prize for Asian Strategy, Entrant, 2019

Humanitarian non-profit organisation Hagar International devised a shocking experience to raise awareness of the global issue of slavery, drive support and increase donations.

Renault: New Kadjar launch campaign

Case Study • Yao Wu, WARC Prize for Asian Strategy, Entrant, 2019

French multinational automobile manufacturer Renault launched a sustain campaign following the launch of its C-SUV, the New Kadjar, in China that focused on creating an emotional bond with consumers while increasing sales.

Livpure: Rivers in a bottle, to save India's rivers

Case Study • Yousuf Rangoonwala, Sanketa Kapse, WARC Prize for Asian Strategy, Entrant, 2019

Water purifier brand Livpure adopted a multi-channel approach to boost brand awareness and draw attention to an environmental emergency in India.