Bangalore: Ideacafe.agency has launched IDEACAFE ROOTS, a new division dedicated to addressing the evolving communication needs of brands in India’s increasingly integrated rural and urban markets. As the line between rural and urban India becomes increasingly blurred, particularly post-COVID, the purchasing power and aspirations of ‘Rurban’ populations have surged, creating a significant opportunity for brands to engage with this growing demographic. IDEACAFE ROOTS is designed to leverage this shift, helping brands navigate these changing landscapes with tailored communication strategies.
To lead this strategic initiative, Ideacafe has appointed Sandip Bansal as the Practice Head of IDEACAFE ROOTS. Bansal, a pioneering figure in rural marketing, brings over 35 years of experience to the role. His career dates back to 1989 when he co-founded Video on Wheels, India’s first structured approach to rural marketing. He has since held key positions at Ogilvy OUTREACH, Starcom, GroupM Dialogue Factory, and others, where he developed successful rural and Rurban marketing practices.
“I have always been passionate about helping brands build equity in rural India, and Ideacafe offers the agility and flexibility that larger network agencies lack,” Bansal said. “As more brands look to expand into Tier 2 and Tier 3 markets, IDEACAFE ROOTS is the answer to the growing demand for ‘Rurban’ solutions. Our focus will be on creating scalable, sustainable models that meet brand objectives at the local level, with a team on the ground that understands the unique needs of these markets.”
IDEACAFE ROOTS also plans to integrate a Human-Centric Approach into its communication planning. This approach, previously focused on social and developmental communication, aims to drive behavior change and product adoption by understanding the aspirations of consumers at the grassroots level.
Joining Bansal in the leadership team is Shweta Lamba, the newly appointed Business Head of Experiential. With over 14 years of experience in marketing and brand activations, Lamba brings a wealth of expertise in intellectual properties, key account management, and experiential solutions. She has worked with leading brands such as P&G, Britannia, Mahindra, Mondelez, and Duracell, and her vast background in urban and rural activations will help elevate IDEACAFE ROOTS’ experiential offerings.
“Shweta’s deep understanding of both rural and urban markets makes her the perfect leader for our experiential strategies,” Bansal added.
Also joining the team is Amish Morjaria, who will serve as National Operations Head – Roots. With over 20 years of experience in business operations and rural activations, Morjaria is known for his expertise in large-scale manpower deployment and the integration of technology for fulfillment tracking and campaign delivery. His operational expertise ensures that IDEACAFE ROOTS can meet its goals with precision and efficiency.
Commenting on the launch, Nabendu Bhattacharyya, Founder of Ideacafe.agency, said, “At Ideacafe, we believe in meeting the real needs of brands and providing them with the local-level expertise and execution capabilities that are often missing in larger, network-based agencies. As companies move away from large teams, we are focused on offering accountable, on-the-ground solutions that help brands reach their audiences directly, without relying on third-party solutions.”
Since its inception a few months ago, IDEACAFE ROOTS has grown rapidly, hiring over 25 employees across key markets and working with over a dozen national brands. The division aims to become the largest Rurban brand communication agency in the next 2-3 years, bringing customized, scalable solutions to brands targeting India’s evolving urban-rural mix.
“We are in the investment phase and focused on building credible, impactful offerings for brands,” Bhattacharyya concluded.
With its strong leadership and commitment to understanding local needs, IDEACAFE ROOTS is set to become a key player in transforming the future of Rurban communication.
