Rural marketing – advancements in digital marketing. Presentation for guest lecture delivered by Mr. Ajay Chhabra at MDI Gurgaon on 3rd August 2016

1. Rural Marketing – Advancements & In-
roads of Digital Marketing
Author: Ajay Chhabra

2. Agenda
• Rural Marketing – India Perspective & Predictions
• Author Introduction & Discussions

3. Let’s look at the history - 5 Years ago
https://www.youtube.com/watch?v=JgozB5DL2UE

4. Engaging Rural Marketing
How to Build Engagement with Rural Audience – Swiss Case Study

5. Rural Markets - India
The Fast Moving Consumer Goods (FMCG) sector in
rural and semi-urban India is expected to cross US$
20 billion mark by 2018 and reach US$ 100 billion
by 2025
About 650,000 villages
850 million consumers
About 70 per cent of population
Half of the country's Gross Domestic Product (GDP)
India’s per capita GDP has grown at a Compound
Annual Growth Rate (CAGR) of 12.3 per cent
between 2009-10 to 2015-16, contributed by growth
in rural sector.
FMCG, Consumer Durables and Financial services are the biggest beneficiary!

6. Perspective
The growth and quantification os this sector is always un-explored!

7. Government & Digital India has always been pushing the right things !

8. Women Empowerment and Commercial success are interrelated in Rural marketing!

9. Recent Update!
http://digitalindia.gov.in/newslett
er/2016_july/index.php

10. Government always has a special focus on rural India development!

11. “BBPCU will plug in all billers into a central server. The operating units (BBPOUs) will comprise two
sets of players -banks and wallet companies like Paytm, Oxigen, Mobikwik and Itz Cash on one hand
and aggregators like BillDesk, TechProcess, Citrus Pay and Euronet on the other. ”
New
Innovations

12. Banks are setting up customer service points before payments bank start operations…
New
Innovations

13. In Australia the awareness of digital media for Australia post is via a mobile
classroom for digital awareness in rural segments!
Mobile
Classroom

14. “The rural segment is growing at a healthy pace of 8-10 per cent per
annum and is expected to add US$ 100 billion in consumption
demand by 2017.”
Potential
http://www.ibef.org/industry/indian-rural-market.aspx

15. Why Rural is Important?
https://www.linkedin.com/pulse/why-digital-marketing-essential-rural-area-shankar-giram

16. Biggest Challenge is to fulfill Urban – Rural Digital Divide !

17. Innovation and Communication process landscape!
•Urban to
RuralUrban
•Ruralto
Urban
Rural

18. Various programs from Government of India and Modi Ji!
Rural
programs

19. Rural Innovations Across the Globe

20. Accenture – Rural marketing Research !

21. Accenture – Rural marketing Research !

22. Winning Strategy has four A’s
Rural
Strategy
• Brands should strive to reach
more and more villagesAvailability
• Brands should create smaller
packaging unitsAffordability
• Introduce Suitable Products
• Easy to understand brandAcceptability
• One-to-One Contact program
• Education & AwarenessAwareness

23. Rural & Digital Marketing
Source: Prezi - by Ajay Deshmukh on 31 January 2014

24. Case Study
• For a brand like Greenlight Planet which specializes in the production of solar
lamps, rural households are clearly their target group. The brand decided to
initiate a campaign in Bihar. A survey from Game Changer (the agency partner),
revealed that consumers usually suspect hype and are cautious of unknown
brands. The survey also pointed that consumers rely heavily on word of mouth.
Keeping this in mind the brand and agency chose an integrated approach by
using AIR (All India Radio), community radio and mobile to reach and engage
with the potential consumers. The conversations collated were around the
actual problems faced by villagers during power cuts. A few of those opinions
were then broadcast to capture the attention of other people from various
districts. The company also pushed out a missed call number.
• Later, pre-recorded voice messages were delivered to people who gave missed
calls. This campaign helped the brand generate over 11,000 leads.
Approximately 30% of total leads have been converted. According to Girish
Chaturvedi, business head - GameChanger, NetCore, "For a new category it is
always a challenge to get the right reach and impressions. Integration of
technology helps in repeat engagement and generating effective returns."
http://articles.economictimes.indiatimes.com/2015-03-18/news/60249457_1_feature-
phones-rural-marketing-tutorial

25. Author Introduction

26. Ajay Chhabra
Current: Founder & CDO, BGV Digital Pvt. Ltd
Core Strengths
 Developing Digital Marketing Strategy
 Extensive experience in online leads generation
 Hands-on experience on multiple global digital marketing
tools and technologies
 Advising the boards and working with CXOs for digital
transformation of the business
 Digital Marketing & Branding
Competencies
Domain
 Diversified business groups, consumer electronics,
Automobiles, FMCG, Technology, Mobile Handsets, Travel
and Media
 Sitecore / Adobe Experience Manager - CMS
 Hyperion/Brio BI Tools
 Exact target – Email Marketing
 SFDC – SFA tool
 Marketo / HubSpot – Marketing Automation
 Over 16 years of experience in digital marketing, branding & strategy formulation with extensive
experience across industries. Ajay has worked with multiple digital marketing agencies
including OgilvyOne Worldwide & McCann / MRM Worldwide and worked upon global digital
marketing projects including General Motors India
 In the client side role worked with The General Electric company (GE) in their Global
Healthcare marketing Headquarters role, reporting into Milwaukee, USA, and was responsible
for Global Digital Media planning and Content Marketing. Also helped GE other businesses as
well. He has worked upon a large number of global demand generation campaigns for X-Ray,
MRI and CT machines etc. Also launched global GE Healthcare website and did SEO for the
same. He has got number of awards in GE for his campaigns including India CEO award, MICT
Above and beyond awards.
 He has been an eminent speaker in the digital marketing space and have been a speaker &
panel leader at Cyber Media DQ Live 2015 on the topic of The Role of Chief Digital Officer.
Recently ET Now Business news TV channel has covered him in the program highlights and
have also been invited as a speaker at The Economic Times - Real Estate & Digital Marketing
Summit in 2014 for a special address and participated in panel discussions as well.
 Wide-ranging exposure in the digital marketing and branding in the industries like Diversified
business groups, consumer electronics, Automobiles, FMCG, Technology, Mobile Handsets,
Travel and Media. He has contributed to a number of article and won a number of awards in the
digital marketing space. He has also delivered guest lectures at MDI Gurgaon. BGV Digital is a
recent and his second venture which is a 360 degree digital marketing agency after A3R Digital.
 In entrepreneur role he has supported IMT Ghaziabad, Sharp Electronics, BenQ, Franchise
India, JBM Auto Limited, FranGlobal, BPL Healthcare, Ambica Steels Limited, Frontline
strategy, Appearition pty. Ltd. etc.
Certification/Training
 Got training for Microsoft Certified Solution developer
 D. Pharma, B.A., Masters in International Business
 Lean Workshops
 GE Crotonville – Foundations of leadership
 Inbound Marketing – HubSpot

27. Clients and Projects – Digital Marketing
 Digital Marketing Projects & Clients in Agency Role:
 General Motors, Hero Honda, Reebok, Coca Cola India, Tetra Pak India, Cycle Brand,
Microsoft, Business Octane, iGate Patni, VeriSign, Seagate, Tech Mahindra, Videocon
Mobiles, Motorola India, Micromax, BenQ India, Amadeus, Skyconnect, Sahara Group,
Vodafone, HT Media & Zapak.com.
 BI/ Analytics Projects and Clients:
 Airtel, Indiatimes.com & Ranbaxy Laboratories and Developed SI Partners for
Hyperion/Brio: HCL Technologies, Wipro Limited, Infosys Limited, Softcell Technologies &
Tata Consulting Services in India etc.
 CRM Program Trainer & Implementation:
 Tata Motors (Pan India)
 Client Side Role
 GE Healthcare – Global Marketing Hq. Team
 A3R Digital - Clients
 IMT Ghaziabad, Sharp Electronics, BenQ, Franchise India & BPL Healthcare etc.
 BGV Digital - Clients
 Franchise India, JBM Auto Limited, FranGlobal, Ambica Steels Limited, Frontline strategy,
Appearition pty. Ltd., Aptech – MAAC, RAM Led Solutions, KRV Physiotherapy &
healthcare, Transit Advertising, Seeds of Innocence IVF & Fertility centre, Metroplus
Lifestyle
Delivered Results in over 250 digital
marketing projects with over 100
mid-sized Indian and large MNC
global brands in last 10 years

28. Key Events – DQ Live 2015 – DataQuest – Cyber Media
https://www.youtube.com/watch?v=kmNwYBt3R7U
http://www.dqlive.in/delhi/speakers.asp
TV Interview - at ET Now Business News
Channel

29. https://www.youtube.com/watch?v=bu13kFIVx
BA
https://www.youtube.com/watch?v=pXdkmu83Gmg
http://www.slideshare.net/ajaychhabra/the-role-of-chief-
digital-officer
Key Events – DQ Live 2015 – DataQuest – Cyber Media
http://www.dqlive.in/delhi/speakers.asp
The Role of a Chief Digital Officer Fire side chat With Walmart India
CIO

30. The ET – Real Estate & Digital Summit - 2014
http://et-edge.com/red_delhi_speakers.php

31. Most Popular and Viewed Presentation on Slide share -
Over 5600 Views so far
The ET – Real Estate & Digital Summit - 2014

32. Recent quotes at FirstPost.com Article
http://tech.firstpost.com/biztech/digital-video-next-big-marketing-opportunity-322668.html

33. Publications and Awards
The New 8 P's of Agency Marketing www.bestmediainfo.com
http://www.bestmediainfo.com/2012/05/guest-times-new-8-ps-of-agency-marketing/
Marketing your Healthcare practice in the new Digital Age - CT Clarity Summer 2013, GE
Healthcare
http://www.miclarity.com/ctclarity/ct_clarity_summer_2013#pg42
Marketing Your Healthcare Practice in the New Digital Age - Medical Buyer Magazine
http://www.medicalbuyer.co.in/index.php?option=com_content&task=view&id=4617
Why digital transformation is a journey and not a destination “Quote”
http://www.dqindia.com/why-digital-transformation-is-a-journey-and-not-a-destination/
Best Digital Marketing Professionals – World Brand Congress
http://www.worldbrandcongress.com/mobbys_awards.html
GE Healthcare India CEO Award for Best Digital Marketing Campaign
Ogilvy’s Awards for best Digital Campaigns for Seagate and Motorola
Trainings Delivered-
Digital Marketing

34. Open for Discussions

35. Ajay Chhabra
Founder, Director and Chief Digital Officer - Brand Growth Ventures
BGV Digital Pvt. Ltd.
0091-8130940808
BrandGrowthVentures@gmail.com