I am Anna - Eventfaqs

LEAD FEATURE
Probal Gaanguly,
Director,
Think Tank
“The growth in sales of
brands in various product
categories is going to be
achieved from rural markets
in the coming years.”
Lux, Vivel, Everyday, Tata Shaktee – to name a few were
associated with Jatra in order to effectively spread their
communications in rural markets,” Gaanguly said. “Most of
these corporations are considering Jatra as their mainline
marketing medium for rural areas. More and more brands
4 September 2011, EXPERIENTIAL MARKETING 21
are seeing the benefit and cost effectiveness of this
medium and are extremely keen to explore opportunities.”
During Jatra, a brand’s USP is communicated to
consumers through multi-touch points like static branding
like logos or messages, on-stage, posters, banners,
newspaper advertisements etc. Brand communication
is also done through integrations in scenes or dialogues
highlighting brand USP, as well as through OOH and
mobile van campaigns. Explaining the rural reach through
Jatra, Gaanguly said: “The effectiveness of the brand
communication increases many folds through these multitouch
points and at times even reaches the brand in
media dark areas where no other platforms are reaching.
Jatra will certainly increase the reach of any brand into
new territories. Also, the cost of reaching out to millions
of rural consumers is quite low thus making this medium
tremendous value for money.”
Camels, Goats and…Hot Air
While Think Tank is leveraging Jatra to help brands tap into
the rural market, E Factor is associated with another rural
event called the Pushkar Mela which is held in Pushkar,
Rajasthan. Pushkar Mela has been an annual festival for
over a hundred years and is one of the world’s largest fair
for buying and selling camels, horses, cattle and goats.
The fair, which witnesses over 40,000 animals being sold
to farmers and traders from across four states, is an eight
day activity held from Nov. 1 to Nov. 8, attracting over three