Eggfirst is a specialist rural ad agency. Its advertising strategies provide a solid foundation for brands, and its digital expertise drives connections with consumers while being cost-effective. It has worked with rural brands across FMCG, BFSI, Agri-inputs, building construction materials.
Recently it crafted full stack agtech platform DeHaat’s brand campaign with actor
Pankaj Tripathi. The campaign, ‘Ek Dukaan Sampoorna Samadhaan,’ showcases products and services from DeHaat, designed to create a positive impact on the lives of farmers by providing tech enabled 360-degree solutions throughout the crop lifecycle.
Medianews4u.com caught up with Ravikant Banka, founder and CEO Eggfirst:
Q. What are the key differences in marketing to rural India compared to Urban India?
Marketing in rural India requires a distinct approach compared to urban areas. While urban audiences are exposed to diverse media and make brand-conscious decisions, rural consumers rely heavily on trust, practicality, and local communication. Building brand familiarity through messaging in local languages, emphasising value and problem-solving benefits, and utilizing trusted channels like radio, local influencers, and community events are key to success in rural marketing.
Q. Could you shed light on work done recently by Eggfirst that stands out?
Our recent achievements speak volumes! Our radio spots for Hari Darshan clinched not one, but three Golds at the Abbys Goafest. Additionally, our animated video for DeHaat earned us a Silver award. Plus, crafted impactful films featuring Captain MS Dhoni for Upaj and Inera. And that’s just the beginning—stay tuned for more exciting projects in the pipeline!
Q. According to market research and attempts to understand consumer behaviour by Eggfirst how has the rural consumer evolved over the last few years in terms of aspirations?
We have observed a significant shift in rural consumer aspirations. Historically focused on basic needs, rural consumers now aspire to enhanced living standards and modern amenities. Influenced by rising incomes, improved infrastructure, and exposure to urban lifestyles, they seek products that offer status and prestige. This evolving mindset presents brands with exciting opportunities for tailored marketing strategies to resonate with rural consumers’ changing desires.
Q. What role does AI play for Eggfirst in terms of improving solutions and operating in an efficient manner?
We, at Eggfirst, are firm believers in staying ahead of the curve. That is the reason, we’ve embraced Artificial Intelligence (AI), but effective communication remains our heart and soul. AI empowers us to analyse vast amounts of data, leading to innovative solutions for our clients. It’s like having a superpower that seamlessly blends cutting-edge technology with impactful messaging, ensuring campaigns truly resonate with rural audiences. AI is a powerful tool, but it doesn’t replace our human touch. We remain the storytellers, crafting powerful communication strategies that drive results.
Q. Are agri tech, BFSI and FMCG the key categories that target rural India?
In India, agri-tech, BFSI and FMCG are conquering the booming rural Indian market. With a substantial portion of the population engaged in agriculture, agri tech companies are leveraging technology to enhance farming practices and increase productivity. Simultaneously, BFSI firms are expanding their reach into rural areas, offering tailored financial products and services to promote financial inclusion and meet the diverse needs of rural consumers. FMCG companies are tapping into the vast consumer base in rural India, offering a range of products customised to local preferences and affordability. These sectors play pivotal roles in driving economic growth, improving living standards, and meeting the evolving needs of rural communities across the country.
Q. Does AI also make it easier for rural India targetted campaigns to speak in the local language and dialect?
Not really! As a rural specialist agency, we pride ourselves on our ability to craft impactful messages tailored specifically for our clients targeting rural India. We don’t rely on AI for that. We firmly believe that understanding the emotions of our audience, particularly farmers who work tirelessly to feed our nation, requires a human touch. Our team’s expertise and deep understanding of rural communities allow us to create campaigns that resonate authentically and meaningfully with our audience, driving real engagement and impact.
Q. When marketing to rural India how important is it to talk about the affordability of one’s product?
When marketing to rural India, acknowledging the affordability of a product remains crucial. While it’s true that not all rural consumers are solely price-sensitive, many are quality-conscious as well. Therefore, highlighting both the affordability and quality of a product or service can resonate effectively with rural audiences.
This approach not only addresses the budget considerations of price-sensitive consumers but also appeals to those who prioritize quality. By showcasing the value proposition in terms of both affordability and quality, marketers can effectively cater to the diverse preferences within rural markets and build stronger connections with their audience.
Q. The media habits of rural consumers are changing. To reach them what kind of media mix generally works?
As rural media habits evolve, our approach is to craft a personalized media mix that resonates with their changing preferences. While traditional channels like television, radio, and print still hold significance, we have been tapping into the growing digital landscape. This balanced approach ensures we reach rural audiences effectively, whether through the familiarity of TV and radio or the increasing accessibility of digital platforms. By understanding the unique media consumption habits of rural consumers, we tailor our strategies to maximise engagement and impact across all channels.
Q. What role does below-the-line (BTL) activation play in reaching rural India?
Absolutely! BTL activation plays a pivotal role in our strategy for reaching rural India. At our agency, we’ve witnessed firsthand the impact of personalized engagement through BTL activities. For instance, we executed a BTL campaign for our client Siemens in rural areas, and the response was tremendous. By directly interacting with consumers through events and demonstrations, we were able to not only increase brand visibility but also foster trust and loyalty among rural audiences. This hands-on approach allowed us to gather valuable insights and feedback, enabling us to refine our strategies and deliver even more impactful campaigns tailored to the unique needs of rural communities.
Q. Do marketers still struggle to understand what is the most effective way to reach rural consumers?
As a rural specialist agency, we understand the ongoing challenge of reaching rural consumers effectively. Rural markets are diverse, and understanding their preferences requires continuous adaptation. While traditional channels like TV, radio, and print remain significant, the rise of digital technologies adds complexity. We strive to strike the right balance between traditional and digital channels while incorporating below-the-line activations. This ensures our campaigns resonate with rural audiences, reflecting their unique needs and habits.
