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Nirmal D. Menon

Mumbai , March 15

LESSONS from rural India were a matter of serious deliberations at the recent Asia Pacific Media Forum in Indonesia, and representing India was Linterland, the rural marketing division of Lintas IMAG (Integrated Marketing Action Group).

Speaking to Business Line before he left for the event, Mr Ashish Bhasin, President, Lintas Imag, who is presenting a paper, said: "We will share with them our experiences about the challenges that marketers face while addressing rural consumer, besides exchanging our work with rural India."

The Asia Pacific Media Forum, hosted by the Asian Federation of Advertising Associations (AFAA), was scheduled from 13 to 15 March at Bali, Indonesia.

The forum titled `don't get stuck in the dino age!' addressed various issues and changes in both advertising media, and the consumer and how changes impact advertising media, agencies and media specialist.

The key learnings from Linterland discussed in the forum was rural media, how to create an effective rural campaign, and developing non-conventional media in areas where there are no traditional media available.

Linterland had earlier received a shot in the arm with its clients and affiliates in Indonesia asking it to replicate its rural marketing model for the Indonesian countryside. The project is likely to take off this year.

The division has been servicing Unicef and key companies such as Dalda, Tata Wiron, Coca-Cola, Fanta, Henkel. They have also been active in socio-marketing areas, and have been servicing the ICICI-World Bank initiatives to promote condoms in rural areas.

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