Buzz Marketing Rural India examples

The marketers at Mahindra Farm Equipment realized that they had to identify and get progressive farmers and opinion leaders to interact with the brand. And, they did this by creating an event around the product that encouraged interaction. When the company launched its Mahindra Super Turbo 595DI tractor it faced the task of bringing the message of new technology and higher productivity to the target audience. It gave test rides and sold the product to opinion leaders, who used tractors over considerable periods of time. This activity was carried out in a sustained manner in Punjab, Haryana and Maharastra and as a result it has become the leading brand.

Asian Paints has tried it differently in the rural markets -- not just with rural campaigns or an event, but by participating in an ongoing activity. The objective was to create ‘reference sites’ and the company achieved this by opting for high visibility spots such as the village head’s home, the Panchayat office so that these sites become the talking point for the community.