Chennai, Oct. 8
Rural advertising is a fascinating journey. Selling in a rural village is not easy. The villagers are intelligent and knowledgeable. It is very difficult to change his mindset. Once changed, he will remain loyal to the brand and the company forever. For success in business one needs to have passion, a dream and an aptitude for creativity. "Go after your dreams like a mad man," said Mr R.V. Rajan, Chairman and Managing Director, Anugrah Madison Advertising Pvt Ltd, Chennai.
He was addressing the students after inaugurating `Manifest '06', a national-level management meet organised by Sai Association of Management Studies, Sai Ram Engineering College and
Business Line Club.
He further added, "If it had taken 20 years to build your brand in an urban area, it will take that many years to build your brand in rural India. Many executives are only doing lip service to rural marketing.
They think that if you drive a bus with a loud speaker announcing the brand it will do in rural India. But it is not so. Two important lessons that I learnt in my life are: build your own balance sheet of strengths and weaknesses and convert your negative points into positive points.
Do not measure the success of a man by his wealth but by his happiness and success in every aspect of life," he said. Mr Rajan conferred the `Best FMCG industry award, 2006' on the Aachi Masala promoter, Mr A.D. Padmasingh Issac, Founder and Chairman, Naveen Products.
They also released the first copy of the in-house management journal
In his acceptance speech, Mr Issac, said, "One of the reasons that prompted me to become an entrepreneur is that I did not have an MBA degree but had a dream of creating a product for the rural masses. We began our journey from the rural areas.
We started with a Re 1 sachet packet. We were not able to sell at retail stores.
So we went and literally sold our product by hawking in the rural markets. Rural people are calculative. For a Re 1 product, they expect Rs 1.50 value."