TWO TO TANGO

You have a winner at hand when two market leaders come together

Airtel does realise what it takes to get two to tango. And that’s what it precisely did, when it joined hands with Nokia to introduce a bundle offer (handset bundle offer referred as HBO) to penetrate in deeper pockets of Indian markets. Rural activation agency RC&M was roped in to organise a ground level campaign in seven states to create awareness and share advantages of mobility with the target group. The entire campaign was carried out in three phases with each phase running for three months. 90 units were mobilised, spanning 248 districts, covering 34,904 villages & 2.81 lakh retail outlets. Extensive merchandising was done to create strong visibility about Airtel & Nokia jodi offer. Banners, posters were installed at strategic location like traders, retailers, agri shops, kirana shop and existing Airtel & Nokia retailers. “Two or three haats were covered every week enabling us to cover maximum TA within a short span of time.

Each haat is frequented by at least 15 satellite villages; hence message reached to approx 15 lakh people,” says Priya Monga, Business Head, RC&M. Participation in 15 fairs in UP & Bihar yielded close to 150,000 eye balls. Right from roadshows to street shoes, from interactive sessions to interactive games, no stone was left unturned. Result: The intensive study helped generate sales of a whopping Rs.16.82 crore in just 12 months. What’s more? RC&M won a gold for this campaign in the category of on ground promotion of the year-sales promotion at the recently concluded WOW awards.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Right To Information Act

If the NREGS is the Congress weapon to lure poor voters, then the Right to Information (RTI) Act is its strategic weapon to convince the urban middle class consumer of political discourse that the government is committed to open and clean governance. There is not a shadow of doubt that – despite the usual protests about bureaucratic apathy and shenanigans – most educated Indians have deeply appreciated the RTI as a toll that can actually transform lives. Ironically, it is the poor who will benefit the most once the RTI message spreads across India and the aam aadmi starts using this weapon fearlessly. For instance, in the state of Rajasthan, countless number of poor in villages have benefitted because of ‘social’ audit of NREGS schemes where activists have used provisions of the RTI. Petty babus and politicians across India have gradually started realising that they can’t loot public money with impunity and get away. Provisions of the RTI have already unearthed numerous cases of corruption. But the real test will come when the provisions of RTI will be used to expose corruption in higher echelons of government and put the fear of God in the minds of even top politicians and bureaucrats. Sure, it’s still a long way off; but RTI is clearly an input that will add tremendous value to the basic product attribute needed by voters – transparent governance!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

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