Tata Ace Maha Diwas is a widely successful Pan-India campaign for brand Tata Ace, which managed to carve its niche among its customers for the value and quality services it provides. The on-ground activation for Tata Ace Maha Diwas was rolled out across major states including cities and state capitals across India.

They included Madhya Pradesh (Indore, Jabalpur), Karnataka (Bangalore, Hubli, Mangalore), Haryana (Ambala, Hissar), Uttarpradesh (Noida, Lucknow), Maharashtra (Pune, Mumbai, Nagpur, Nashik), Telangana (Hyderabad), Tamil Nadu (Chennai), Rajasthan (Jaipur), Andhra Pradesh (Vizag), Chattisgarh (Raipur) and Gujrat (Rajkot).

Objective of the campaign:

With the idea of deeply ingraining the long-established goodwill of Tata Ace that it commands from its customers, #TataAceMahaDiwas became a rallying point for a unique campaign.

While it was an on-ground activation, it was also a celebration at the same time for Tata Ace’s “23 Million Customers. 23 Million Happy Faces” as the campaign sought to mark a dedicated day for all the stakeholders associated with the brand to cement its market dominance.

The unique campaign brought together select loyal Tata Ace customers, mechanics, brokers, financiers and fabricators to the event for a celebration cum felicitation of the key stakeholders of the brand while widening its Target Audience at the same time by generating new leads.

List of activities:

Using a mix of integrated communication strategies that combined offline & online approaches, the Tata Ace campaign sought to reach out to its Target Audience that included truck drivers, truck owners, business owners & self-employed youths.

With an elaborate pre-activity that involved in-person meeting, greeting & inviting existing customers, drivers/owners, mechanics and financers from within the local Tata Ace dealership’s area, the activation team also reached out to them on WhatsApp.

While felicitation of Tate Ace’s loyal stakeholders was a prominent part of the activation, special focus was given on the lead generation by exposing the participants to a phydigital brand experience.

This involved brand showcasing through testimonial/brand films/ success stories of Tata Ace customers on a big screen mounted on Tate Ace van.

For the main activity – which was divided into separate morning activity called Ace Maha Diwas and an evening activity called Ace Ki Sham – local influencers and celebrities were roped in for brand promotion even as arrangements were made to the participants for a touch and feel the experience of the brand by facilitating test drives.

The campaign heavily used customized brand merchandise like face prints, key chains, cloth masks, sunglasses, T-shirts, pre-loaded gifts through TATA Ace Khushi Junction and painted Tata Ace Wall to attract maximum brand visibility.

There was also a post-activity phase for the Tata Ace Maha Diwas campaign as it was integrated with email marketing and sharing of social media posts of the participating customers and their felicitation photos on Facebook.

Wherever possible, the campaign also actively took up social media promotion by engaging the services of a local social media micro-influencer going live on the day of the activation.

Achievements:

The Pan-India Tata Ace Maha Diwas was massively successful and delivered a wider impact with its unique mix of phydigital experience for the customers.

The campaign generated new leads for the brand through Ace Maha Diwas (the morning activity) while establishing a strong brand connect in the process with Ace Ki Sham (the evening activity).

Understanding rural audience made customer-centric profit bank of India campaign quite successful in the rural market for Mahindra’s Supro HD Series Profit Trucks.

The need for new marketing strategies called for another round of small town marketing to create lasting impact for an upgraded version of these two trucks.

Objective of the campaign:

Our knack for understanding rural audience makes specialized marketing solutions like profit bank of India campaign possible for IOPL’s experienced professionals but this time there was a need to step up our efforts.

This time our experienced professionals took up creative selling by popularizing the concept of touch and feel as that’s what upgraded versions of Mahindra’s SMT HD Series Profit Trucks were all about.

Brand recognition was not a problem as Mahindra’s SMT HD Series was now firmly positioned in the minds and hearts of the target customers as their iconic ‘Profit Trucks’.

What’s required was reaching out to new aspiring rural customers for making a creative selling pitch for the advanced and improved versions of Mahindra’s trucks, aptly renamed as Supro Maxitruck & Minitruck Heavy Duty (HD) Profit Trucks.

Using multiple forms of media and ‘mixed reality’, the campaign was created with the objective of reaching out to rural customers.

While keeping media integration at the core of the campaign, we ensured profit and prosperity were not obscured by our engagement activities from the overall brand communications goals.

The campaign’s objective was customer-centric and focused on experiential technology as part of integrated marketing campaign. What’s more, its emotional aspects had to be highlighted to achieve brand goals.

List of activities:

Handling large scale & geographically scattered campaigns is one of IOPL’s forte and we used this strength to advantage to mount a spirited rural activation about the upgraded Supro Maxitruck and Minitrucks.

For perfect penetration into the small town marketing opportunities, what our experienced professionals did was this: We used testimonial accounts.

We projected buyers of the first series ‘Profit trucks’ for influencer marketing by showcasing them as brand ambassadors and how their lives were changed for the better subsequently.

Our brand communications for the campaign was centred around the fact that the upgraded trucks were equipped with ‘Leaf Spring Suspension’.

Known otherwise as Front Rigid Suspension, IOPL’s creative team had devised a unique technology-enabled campaign to project it as the USP of our strategic brand solutions.

Using a promotional mix of sales promotions and direct marketing, our strong work force successfully took the campaign to identified target group at influential touch points like CV stands, major markets, Agri mandis and APMCs.

For adding more value to the campaigns and achieve brand goals, the campaign aptly made use of immersive technology to drive home the benefits of ‘Leaf Spring Suspension’ among target group through gestures and movements made before a large LCD screen mounted on a van.

Our conceptual approach to the campaign explained to the rural customers how Front Rigid Suspension equipped ‘Profit Trucks’ make the vehicles sturdier enough to ply on difficult road conditions.

This experiential technology is set to boost their income and had to be communicated properly to enhance customer experience as it would create longterm impact for future Promotional Marketing.

We took up an integrated marketing campaign to execute the idea. this, we set up a large screen at selected congregational points for promotional marketing.

Using a unique software, our specialized marketing team gave a virtual test ride to the target rural customers to experience the features and advantages of using ‘Front Rigid Suspension’ in ‘SMT HD Series Trucks’.

Selective use of experiential technology in promotional marketing enabled the enthusiastic participants to select one of the two models of the trucks before undertaking the simulated virtual journey.

The services extended included allowing them to maneuver (using only hand gestures) various riding conditions like excess load, mileage, turning radius and rugged roads besides experiencing its internal features – all on the Front Rigid Suspension-fitted vehicle.

Touch and feel technology was a unique way of explaining the vehicle’s advanced features and how it would eventually translate into profits for them.

The customer-centric approach to promotional marketing worked as it succeeded in facilitating an interactive engagement with the target group in an entertaining way while making them aware about the features of ‘Front Rigid Suspension’ through virtual reality.

In this small town marketing initiative, we also integrated other games like Mooch station (a selfie zone with a moustache) and Bow & Arrow activity in the shape of Leaf Spring Suspension with ‘SMT HD Series Profit Trucks’ campaign to drive home the USP of the vehicles.

Achievements:

With IOPL’s effective communication strategies, the campaign on the upgraded Profit Trucks generated great results from the campaign.

The integrated marketing campaign was simultaneously targeted across Telangana, Gujarat, Andhra Pradesh, Bihar, Karnataka, J & K, Tamil Nadu, MP, Uttar Pradesh, Kerala, Maharashtra, Rajasthan, West Bengal, Gujarat, Punjab, Jharkhand states.

Piaggio’s introduction of APE E-City – stylistic electric three-seater in the commercial passenger autorickshaw segment – was a challenging campaign but not an impossible one for IOPL.

The activation was rolled out across touchpoints in Kozhikode & Trivandrum in Kerala state. They included Arakinar, Bilathikulam, East-Hill, Karaparambhu, Malaparambhu, Mini Bypass, Nallalam, Pavangad & West Hill.

Objective of the campaign:

The core idea driving the APE E-City Activation was to increase brand awareness and position the brand as the best option when it comes to commercial passenger autorickshaws in the electric segment.

Being in the eco-friendly electric segment, the APE E-city offered several advantages to the customers such as Rs 50,000 lower cost compared to its competition vehicle, sleek design & style.

Since this was going to be a new experience for the customers as the product fell in a niche segment, the creative team of IOPL focussed on packaging the activation with a touch-and-feel experience.

For this, the Target Audience was provided test drives to get the feel of the superior power and speed of the electric vehicle.

List of activities:

The APE E-City activation involved scouting for crowded touchpoints frequented by three-wheeler drivers in locations across Kozhikode & Trivandrum by our on-ground team.

Once the touchpoint was identified in association with the local dealership, IOPL activation team took up a pre-activity campaign by meeting, greeting and inviting the prospective Target Audience.

The TGs were welcomed with Piaggio Safety Kit at the promo table at APE E-City activation point by the emcee, promoter & supervisor on the day of the main activity.

For a touch & feel experience, the interested TGs were invited to take the test drive of the electric vehicle.

Challenges in the campaign:

The APE E-City Activation had a positive outcome with enthusiastic participation from the Target Audience for test drives but there were ground challenges that were not in the control of the brand.

Though APE E-City costs Rs 50,000 lesser than its competition vehicle and had several other USPs like its stylistic looks, design and other features, the on-ground activation team had to deal with issues that the customers brought them to their knowledge.

In some of the activation touchpoints, some of the customers who evinced interest in APE E-City stated that they were facing pressure from fuel-driven autorickshaw owners, who had formed a group and desisting anyone with an electric vehicle to join them.

The three-wheeler transporters were also struggling with the post-covid impact as sufficient load was not available for them in the market during that time.

The Covid-19 had dented their earning capacity as well by more than half compared to what they used to earn in the Pre-Covid days. Some of them were forced to work on alternate days in shifts at auto stands to get their turn.

Achievements:

There was active participation from the TGs as they were enthusiastic and curious to try new electric vehicles from the Piaggio brand. Through the APE E-City activation, quality leads were generated for the brand using OTP linked Target Audience tracking & verification system.

The Sub-K Samriddhi campaign was ideated to cater to the financially underserved Target Audience in the Small and Medium Enterprise (SME) business segment dealing with light machinery, agricultural products, food packaging, jewellery and others in the Metro T1 & T2 cities whose loan needs are not being met by the regular banking sector.

The activation for Sub-K Samriddhi campaign covered touchpoints across three cities of Hyderabad (Medipatnam, Secunderabad, LB Nagar), Vizag and Jaipur (Malvikanagar, Sanganer, Jhotwara) respectively.

Objective of the campaign:

The key objective behind the campaign was to position Sub-k Impact Solutions Limited as a trusted brand, providing hassle-free loan solutions to the needy SME service providers in the market.

Increasing brand awareness was integral to the success of Sub-K Samriddhi campaign as there was a wide customer segment falling under the SME segment that needed to be reached.

It was understood that there was scope for the brand for market penetration if they could connect to small businesses engaged in Cold drinks/Mineral Water Bottles, Hardware, Cylinders- Domestic and Industrial, Dairy products etc.

There were also the likes of drivers, dealers, distributors and suppliers in the business of domestic/industry cylinder supplying, vegetable suppliers (APMC Markets), courier & logistic companies etc. looking for small loans to meet their growth needs.

List of activities:

Since the Target Audience are primarily engaged in small and medium businesses, the on-ground activation for Sub-K Samriddhi campaign differed in timing and approach as peak working hours, location and nature of business for each category of the TG were different from others..

Equipped with a branded van, printed publicity material and branded merchandise to prominently showcase the visibility of Sub-k Impact, the activation team covered two locations in a day on average.

They always followed a ready reckoner of questions to be asked to the prospective TG to understand the nature of their business and their loan requirements.

Using a calculator, the promoter would explain to the TG the different loan tenure for amounts that they are seeking from the brand. The data of the interested TG would be digitally recorded for follow-up calls based on their willingness.

Achievements:

The Sub-K Samriddhi campaign had a wider reach and it managed to achieve its objective of positioning the brand firmly in the minds of the TGs as their go-to service provider when it comes to loans.

he JCB Rural Initiative –Gramodaya Campaign had the potential to check the rural migration of youths to cities in search of a job as it was envisaged to create new entrepreneurs. The campaign was rolled out across Tamil Nadu, Telangana, Karnataka and Andhra Pradesh states and spanned for 1-2 weeks in a single phase.

Objective of the campaign:

The driving factor behind JCB Rural Initiative –Gram Uday was to improve the scope for employment generation for youths in rural areas as the campaign provided an opportunity with twin benefits: employment for youths as JCB Certified Machine Operator & JCB owners as entrepreneurs.

What made the campaign more endearing for the Target Audience was that they could avail these benefits from JCB Rural Initiative –Gram Uday at their native place as both the prospective job seeker & job creator need not venture outside due to the ready availability of demand for their services locally.

Meeting the objective of the campaign involved reaching out to new aspiring rural sections to explain to them how owning a JCB machine can help them become entrepreneurs as it comes with multiple infrastructural works.

The campaign specifically reached out to progressive farmers, tractor fleet owners, traders, local real estate developers, JCB competitors, village heads, influencers and jobless rural youths in target villages with populations between 5,000- 20,000.

List of activities:

For JCB Rural Initiative –Gram Uday Campaign effectiveness, a pre-campaign hype was created to attract the right Target Audience for the on-ground activity by meeting, greeting & inviting the village Pradhan, tractor owners & influencers of the village.

The on-ground activation was rolled out as ‘JCB Grameen Express’. Using a mix of sales promotions, direct marketing and touch and feel experience, the activation team of IOPL created a positive vibe about the campaign.

The tractor owners were given a platform at ‘JCB Grameen Express’ to share their success story and facilitate the formation of easy connect for interesting engagement activities.

They were given a product video presentation of local success story of a JCB owner that showcased the USP & key features of the vehicle including a one-to-one explanation about the finance schemes & the income generation potential by the attending dealership.

Since the JCB machine could be afforded only by select TGs, selection of the activation touchpoints was made in those villages that had considerable prosperity, had proximity with state highways as well as the nearest JCB machine dealership.

The campaign ensured that curiosity in the JCB machine was raised among the TGs with an integrated communication strategy that created a sales momentum and provided scope for lead conversion.

Achievements:

Using a mix of phydigital experience and a re-targeting campaign to connect with the TGs post the campaign, they were exposed to the success stories of the brand users and briefed about the available finance schemes.

With IOPL’s effective communication strategies, as a result, the ‘JCB Grameen Express’ elicited a very good response from the TGs across campaign states in Tamil Nadu, Telangana, Karnataka and Andhra Pradesh states.

The extremely tough MAHINDRA 275 TU XP PLUS tractor comes loaded with multi-application features, making it quite an attraction for the Target Audience in the Agricultural Tractors segment.

Its activation focused on positioning the heavy-duty tractor as the best in its category with its superior technology, low fuel consumption & multitasking capabilities in the minds of the Target Audience

The objective behind the on-ground BTL Krishi Mitra campaign is to position Tata Pipes as a superior and premium brand offering among the target audience dependent upon borewell irrigation for their crops.

Since the Tata Pipes were comparatively costlier than the competing brands in the market, the Insight Outreach team sought to reach out to the target farmers to educate them about the importance of choosing the right pipes for their borewells and how it can be a win-win in the long run.

Objective of the campaign:

This was a month-long activation that targeted both the captive and non-captive target farmers at key vantage points and high-frequency congregational touchpoints like mandis and haats in the districts of Anantapur and Mahbubnagar in Andhra Pradesh & Telangana states.

The target audience was given product demonstration at the activity spots to make them understand the superior quality of Tata Pipes. The local sarpanch was often roped in for brand advocacy.

Using interactive contests and quizzes as engagement activities, the participating farmers acquired first-hand information about the value addition that Tata Pipes was offering with a hassle-free and prolonged lifespan for their borewell needs.

With continuous digital & CRM engagements, a significant number of leads were generated with Krishi Mitra campaign. The Insight Outreach team also took out a post-activity remarketing campaign with digital/social media platforms to connect with a huge number of farmers we pooled from our database.

Pre-Activity:

With a custom-made brand film and digital leaflets showcasing the USP of Tata Pipes, Insight Outreach team enticed prospective target audiences to attend the main activity through WhatsApp invites. The pre-activity also included engagement activities including contests & quizzes with contest winners getting gratified every week.

Quantitative Study:

The main activity was preceded by a large-scale quantitative study undertaken involving over 10,000 farmers spread over five states of Andhra Pradesh, Telangana, Karnataka, Madhya Pradesh & Rajasthan to understand the borewell irrigation system in the respective geographical area.

This was a Captive and Non-Captive Customer Analysis that aimed to gauge the mindset of the target audience about their expectation from a borewell pipe and what barriers were coming in the way to adopting Tata Pipes.

Based on their perception about Tata Pipes, the study collated the findings on parameters like high costing, lack of awareness, rusting issue and installation from the respondent farmers in these five states.

Achievements:

Krishi Mitra made a strong impact on the target audience as a lot of misconceptions about the brand – which came to light after the analysis of the mammoth quantitative study – could be cleared with this campaign. Overall, the campaign covered 76 villages in 2 states and generated 2400+ leads.

TVS XL 100 – one of the most popular and highest selling mopeds in the Indian market – provides value for money and is quite economical to acquire for the Target Audience in both urban and rural areas, especially as an entry-level two-wheeler.

It is often the most preferred vehicle of choice for farmers and small businessmen for its affordability, low maintenance and fuel economy.

The TVS XL 100 activation was taken up across a dozen touchpoints in Uttar Pradesh, Telangana and Uttarakhand states.

It is often the most preferred vehicle of choice for farmers and small businessmen for its affordability, low maintenance and fuel economy.

Objective of the campaign:

The primary objective of the TVS XL 100 campaign activation was to increase brand awareness and generate interest around the moped by showcasing its superior all-round features with multiple USPs such as high mileage, low price, loading capacity, ruggedness and easy manoeuvrability.

The communication strategy deployed by IOPL’s on-ground activation team for the TGs was to ensure that the features of the moped take the centre stage.

This would translate into maximum on the spot enquiries and generate quality leads from the Target Audience at the activation point.

List of activities:

The TVS XL100 campaign was clear about its target audience and the easiest way to reach them were at weekly mandis/haats, local markets, industrial areas and other vantage locations.

Using a branded van with a mounted demo moped atop and equipped with promotional leaflets and brand merchandise for boosting awareness and visibility, the activation team managed to attract the attention of the Target Audience.

The emcee involved the TGs in engaging activities and customer gratification to win their trust and gain confidence at the touchpoints with ease.

With an experiential ‘touch and feel’ to the campaign, the maximum number of the participating TGs were invited to take test drives at the activation setup. This easily converted into quality leads.

Achievements:

The communication strategy deployed for the TVS XL100 campaign made a significant impact with an overwhelming response from the TGs, leading to on-the-spot sales and sales leads.

While statistical data may reveal WHAT is happening, knowing WHY it is happening may not be revealed. Many aspects are impacting rural consumers’ thinking which may be the real roadblocks and needs a deep dive into their minds.

Our team’s ground-level involvement in understanding Rural Consumer for multiple product categories for many decades has enabled us to conceptualise a process called MINDSET MARKETING.

WHY MINDSET MARKETING?

Understanding the decision-making process of the stakeholders is vital for any brand approaching Rural, as it helps to arrive at suitable strategies relevant to the CHANGING RURAL CONSUMER and INFLUENCER MINDSET.

Like the 86 billion neurons of a single brain constantly exchanging information among themselves, understanding the decision-making process of millions of such brains may seem next to impossible.

Studying rural mindset being a complex and dynamic process, requires the support of both science and creativity. It becomes all the more complicated in a country as diverse as India.

That’s where ‘our nose to the ground’ approach come in as our well-experienced research team will head to the target markets, delve into ever-changing rural consumer minds and try to equip you with some qualitative information to make informed decisions and devise your marketing and communication plans accordingly for better ROI.

Insight Outreach is one of the few Rural Marketing Agencies in India with a knack for putting in place an intelligent combination of multiple forms of media with the right marketing strategies to make inroads for reaching out to rural customers.

But effective Rural communication for any brand calls for an in-depth qualitative study with the consumer and the entire influencing chain to be undertaken to understand their decision-making process before the campaign can hit the target market.

A mindset study will help us to understand the perception of the consumer and the influencer about the ground realities to arrive at the right strategy.

These deciding factors that come out from our mindset study are crucial for any brand as they reflect the market realities and real-time challenges they might face during on-ground activation if they remain unaddressed.

The suggested corrective measures that may be advised would enable brands to adopt a relevant strategy by tweaking the planned initiative to suit the market needs.

The outcome of this process not only helps in effectively taking on the competition based on the inputs collated from the mindset study but also facilitate fine-tuning the creation of a distinct brand positioning for the product in some cases.

We believe every interactive engagement with potential customers in any rural activation campaign must take the final shape based on the solid science of consumer behaviour and the nature of products and services being targeted at aspiring rural customers in different congregational touchpoints.

This is where our customised Traditional Outreach strategy for engagement comes into the picture for brands looking for Rural BTL activations, especially in pockets and remote markets where digitisation is yet to catch up.

Whether it is at a haat, Mandi, Jatara, Mela, a gram panchayat, a PSU or Industrial Area activation, our rural marketing insight always deliver through Traditional Outreach campaigns.

With over a decade-long presence in rural marketing, our strong workforce and specialized marketing team create a lasting impact, helping clients achieve brand objectives through a perfect mix of BTL media components, which includes digital, technology, augmented reality, analytics and research.

Our conceptual approach to brand detailing and customized promotions enhance the customer experience in BTL rural marketing – whether through a network of localized touchpoints or multi-state campaigns.

There are rural BTL activations where there they leave scope for more market penetration than what is possible through the traditional outreach mode.

Smartphone and internet penetration are growing faster in rural India than the urban areas. It is estimated that by 2025, there will be more Internet users in Rural India than in urban areas. No doubt, this kind of growth will provide a personalized platform to deliver communication.

Insight Outreach has an in-house Digital team that combines their extensive rural knowledge with advanced digital marketing expertise, enabling brands to maximise their market potential in terms of wider reach and leads generation capacity.

We offer a vast array of choices when it comes to Digital Connect Solutions ranging from social media marketing to smartphone-centric marketing supported by our in-house rural research & analytics that comes in handy for IOPL’s creative team to reach out to rural customers in the shortest possible time.

The cherished expectation for any brand from any Rural Marketing Agency is quality Lead Generation & Management at the end of any on-ground campaign. It is often considered to be one of the important deliverable parameters that define if any campaign was successful or not.

We at Insight Outreach have developed lead management tools to keep a tab on the ground activation at every single stage of the campaign with deep monitoring over the entire chain of activities by dedicated CRM teams who are focused on the following two activities:

OTP Based Lead Capture:

We follow a fail-safe One-Time Password (OTP) based lead capture protocol to ensure quality & verifiable leads are generated to convey targeted messages such as a web link for a brand film, digital leaflet or a website.

Lead Management:

There’s a systematic tracking of leads & activities in all locations by a team of CRM executives before they are categorised based on cold, warm & hot leads.