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JANUARY 2015 THE RURAL MARKETING JOURNAL INNOVATION – INTERNATIONAL Mobile App to Help African Farmers A mobile app helps farmers in East Africa diagnose and treat their cattle and livestock for common diseases There are over 100 million farmers in East Africa, spread across thousands of square miles. For these farmers, livestock and cattle are prime assets, providing them meat, dairy, manure and a mode of transport. However, owing to the remoteness of the farmers and the fact that they are spread across a large area, establishment of a centralised healthcare system would prove to be costly and also inefficient. Veterinarians and animal health workers who visit these remote locations are rarely aware beforehand of what ails the animals. Microsoft funded a Scotland-based technology company, Cojengo, to create a mobile app for the farmers in Kenya, Ehtiopia, Uganda and Tanzania. The app, called VetAfrica, is a tool that farmers can use to provide quick and effective healthcare to their farm animals. VetAfrica works in two ways. First, it helps farmers treat their ailing animals by providing them a correct diagnosis based on the symptoms entered into the app. Second, vets and animal health workers can use the data given by farmers, when they visit the rural areas, to provide better healthcare, as they are better informed. The app covers common animal diseases, like Anaplasmosis, Babesiosis, Cowdriosis, Fasciolosis, Parasitic Gastroenteritis, Schistosomosis, Theileriosis and Trypanosomosis. Keeping in mind the unreliable Internet access in rural Africa, VetAfrica is designed to work offline, and syncs data when an appropriate network, WiFi or GPS, is available. VetAfrica is currently available only on Windows phones on a try-before-you-buy basis. Users can use the app for free for 15 times to evaluate its usefulness before opting for a full subscription. Keeping in mind the cost consciousness of rural African farmers, VetAfrica offers subscriptions for 30, 90 and 360 days. 24
THE RURAL MARKETING JOURNAL JANUARY 2015 ON GROUND PERFETTI On Ground Activation: Anugrah Madison “MASTI KI PAATHSHALA” to schools for a major confectionary brand Brief – Perfetti Van Melle a leading confectionary manufacturer in the country launched its Juzt Jelly & Creamfills candies in WB & Bihar Post distribution & fair amount of TV bursts it wanted us to achieve the following business objectives. 1. Generate fun centric brand awareness and like ability of the product amongst the TG( Kids) 2. Highlight that Juzt Jelly is made from Strawberry & Creamfills is made from Cream Idea Implemented - Kids loves & hates going to schools at the same time. He loves to hang around with his friends and hates boring classes. With learning and fun being poles apart from him, we build upon the concept of learning can be fun. 25
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