Financial Daily from THE HINDU group of publications
Sunday, Dec 25, 2005
Financial Daily from THE HINDU group of publications Sunday, Dec 25, 2005 |
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Society & Development Marketing - Rural Marketing Variety - Entertainment & Leisure Godrej unveils social initiatives for rural masses — To screen Hanuman in Gujarat, Maharashtra villages Our Bureau
Mumbai , Dec. 24 TAPPING the potential in rural India is crucial for Godrej Aadhaar, a retail venture of Godrej Agrovet Ltd. Godrej Aadhaar has embarked on social initiatives in that endeavour. It has decided to screen the popular animation movie Hanuman for the rural population at `Aadhaar' villages near Pune and Anand in association with AMO Communications. The film, made by Sahara One Motion Picture and Percept Picture Company Silvertoons, is due to be screened at the Godrej Aadhaars in Maharashtra and Gujarat. This is the first time it is being screened outside the metros, especially in the rural areas, according to Godrej Aadhaar. "For the first time, the farmer community along with their families in the interiors of the State would enjoy a grand theatre style screening of a newly released movie on a 35mm projector with a 30 ft X 15 ft screen using Dolby Digital sound," it said. The movie screening in the two States will be followed by other activities, including Kite Flying during Makarsankranti, Bhangra performance during Lohri celebrations and Kabbadi and Volley Ball tournaments at other Aadhaar centres across the country. "With these initiatives, Godrej Aadhaar aims to connect with more than 1 lakh farmers and offer them a platform to enjoy, interact and be connected," the company said. "India is primarily an agrarian economy with 70 per cent of the population in villages and rural areas. Godrej Agrovet has being partnering the farmers in their daily farming needs for a long time and we are best suited to bring various social initiatives to these people. "Over the years, we have realised the huge potential that rural India has to offer and keeping this in mind, we have initiated some very innovative rural marketing programmes starting on Kisan Divas," Mr R.S. Vijan, Executive Vice-President, Godrej Agrovet, said. Godrej Aadhaar, a retail format, provides end-to-end solutions to the agricultural sector. It offers soil-testing facilities, fertiliser and seed recommendations and agri-inputs apart from fast moving consumer goods, durables, apparel and footwear. "Our team has begun networking with villages in Maharashtra and Gujarat to gain insights into what a farmer buys and what beliefs he carries. From what we gather, we believe he is in touch with the latest and enjoys movies, entertainment and sports quite like his urban counterpart. Hence, the screening of Hanuman would be a perfect beginning to kick-start these initiatives for Godrej Aadhaar," Mr Elvis Dias, Managing Director, AMO Communications, said.
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