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— Paul Noronha

Mr D.K. Bose (left), Consultant in Rural & Social Marketing, with Mr R.V. Rajan, Chairman, Anugrah Madison Advertising & President, Rural Marketing Association of India, and Mr Pradeep Kashyap, CEO, MART, at a function organised by the Rural Marketing Association of India in Mumbai on Monday.

Our Bureau

Mumbai, Dec. 22 RC&M won four trophies and Ogilvy Outreach bagged two trophies at the second edition of the RMAI Awards 2008. The awards were hosted by the Rural Marketing Association of India (RMAI) here on Monday.

The award was given in different categories for marketing campaign in villages below 20,000 population, and in villages and towns between 20,000 and one lakh population.

“The overall objective of RMAI is to protect and promote rural marketing, so that marketers can plan better rural strategies,” said its President, Mr R.V. Rajan.

Among RC&M’s four trophies three were gold. The agency won gold for Best Innovative Marketing Initiative for its Operation Attack case study for Castrol India Ltd and best integrated Rural Marketing initiative for Air flow Technology. It also won for Most Effective Use of Event Marketing for ‘Hosh udade’ for Mahindra and Mahindra.

Ogilvy Outreach won gold in the Best Long Term Rural Marketing initiative for Fair and Lovely Vani (HUL’s rural marketing initiative). Another gold winner was Indian Oil Corporation Ltd, which won Best Long term Rural Marketing Initiative for Kisan Seva Kendras.

Other award winners include ICICI Bank for its Kamadenu – cattle loan campaign, Impact Communication and MART. Mr Rajan said, “In the past five years, rural advertising budget has doubled from Rs 500 crore to Rs 1,000 crore.” He said the corporates have now realised the buying power of rural India, which is well-insulated from the slowdown.

In all, RMAI received 32 entries, covering 20 rural marketing case studies, initiated and implemented between April 1, 2006, and March 31, 2008. The awards were judged by Mr K.S. Ramesh, former CEO of Cavinkare, Mr Madhukar Kamath, MD of Mudra Communications and Mr D.K. Bose, Consultant, Rural and Social Marketing.

The awards were presented by Ms Atrayee Sarkar Sanyal, Chief of Marketing, Tata Shaktee.

More Stories on : Rural Marketing | Awards & Honours | Advertising

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