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Girl power to storm the rural ‘ad-man-world’
The amount of opportunities in the vast virgin lands of the Indian hinterlands have tempted many big-ticket organisations like ITC, HUL, Bharti et al to set up shop there. However, the marketing & advertising fraternity, which takes great pride in helping these companies in making inroads into this unexplored marketplace, has itself stayed away from venturing into rural India. But here’s an agency that has changed the rules of the game.
RC&M,which began its journey in 1990, is today a specialist in planning experiential marketing campaigns for these rural markets.
RC&M (previously Rural Communication & Marketing), is the brainchild of Rajesh Monga, who after spending time in the advertising industry decided to start an agency that would cater to rural marketing. Soon RC&M roped in a host of agri clients like Eicher Motors, Parle et al. Four years later RC&M decided to move up the value chain by entering markets in semi-urban areas & even metros. With the passage of time, other verticals – event management, separate company for LEDs – were added to RC&M. Rajesh moved on to take charge of these sister companies, while the baton of RC&M was passed on to his wife, Priya Monga.
“RC&M basically seeks to provide experiential marketing solution to a brand,” an effervescent Priya told 4Ps B&M, adding that under the banner of experiential marketing, the major task is to take brands to the doorsteps of consumers. So unlike mass media, RC&M is more into one-to-one communication. Priya opines, “For such marketing one needs to be clear about where to do and how to do. The target group needs to be spot on as we cater to refined audiences. It’s all about the right venue, the right timing and conveying the right kind of message. In short, experiential marketing is very strategic and driven by results.”
Then again, within the broad banner of experiential marketing, a host of services can be offered and RC&M especially specialises in exhibitions, road shows, putting up banners, customer contacts & kiosks. Events and launches are taken care of by one of its sister concerns. With such 3600 offerings, clients from different sectors have been flocking to RC&M. The agency’s ever expanding portfolio includes clients like M&M, TVS, Castrol, Bharat Shell, Colgate, Parle, Marico, HUL, Airtel & Nokia. Their Toofan campaign for M&M and GM’s Caravan have even received awards at various forums.
With success stories like these to narrate, one cannot help but ask about the core competency of the agency. Priya is prompt to reply that “We have the concepts to deliver the right solutions for the concerns which are shared by the client.” She believes that honesty in the business in terms of deliverables is also essential. “One may commit anything to the clients, but one must be able to deliver them as well,” she avers.
Those are the dreams and determination that help in making an agency big and RC&M is no different. Adds Priya, “I try that in a year I can take up three such projects that would help make a dent in the industry.”
Hear, hear! With an ambition like that, small surprise that RC&M’s already going places!
Edit bureau: Surbhi Chawla
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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