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.
News
•
07 January 2020
Rural India remains largely a cash economy but that will change in the future and finance brands have to be alert to where they can intervene digitally, according to the managing director of Mahindra Finance.
News
•
20 December 2019
Many of the conventions of rural marketing in India are well past their expiry date, according to two agency strategy executives, who argue that that it’s time to retire these and connect more richly with the emerging rural Indian consumer.
News
•
19 December 2019
A strategic, sustained and inclusive approach is required to convert rural consumers into brand fans – return on investment cannot be an immediate direct result of an initiative, according to an industry veteran.
News
•
18 December 2019
India faces complex agricultural issues which the government is attempting to address, but brands can also play a role by tapping into the mobile and app-based “agritech” revolution that is helping transform each stage of the agriculture value ...
News
•
17 December 2019
The ‘Bharat’ part of India, which is home to 80% of the population, is fast catching up not only with urban India but also the rest of the world, according to a recent ethnographic study.
Article
•
Anil Thakraney, Event Reports, Chief Digital Officers' Summit, November 2019
Ramesh Iyer, vice chairman and managing director, Mahindra Finance outlines the challenges of serving rural consumers in India and how digital could be the key to unlocking potential.
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.
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.
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.
Article
•
Bianca Joseph and Krishnan Subramanian, WARC Exclusive, December 2019
Outlines the rules for marketers that wish to connect with rural Indian consumers.
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.
Article
•
Tammy Greenberg, ANA Magazine, Forward, December 2019
Understanding local cultural nuances, tapping into current events, and helping to shape local trends makes a difference in establishing long-term relationships with consumers, and no medium is better for this than radio.
Research Paper
•
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.
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.
Case Study
•
Ivan De Santis, Paolo Damato, Gabriele Legramandi, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Auto manufacturer Volkswagen implemented a cross-device communication plan in Italy to create a strong connection between the brand and the world of football.
Case Study
•
Ayida Sulfa, Mikhal Anindita, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.
Case Study
•
Tahaab Rais, Mario Morby, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Car dealership Al Tayer Motors got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.
Case Study
•
Philip Hewitt, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Audi built on its aspirational positioning as the best-selling premium car brand in Italy with an awareness event at Milan Design Week, designed by famous architect Hani Rashid and installed in Milan's famous Piazza Sempione, to target 'premium progressives'.
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.
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.
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.
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.
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.
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.
