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Percept - Out of Home has undertaken the rural OOH (out of home) campaign for the world’s third largest cola brand, Royal Crown Cola (RC Cola).
The brand which has been introduced in India is trying to position itself as refreshment with distinctive flavours.
A research suggests that there is an untapped potential in the rural areas that will fuel quick growth in the coming years.
The per capita soft drinks consumption in rural areas is only 2.8 litres, compared with 7.4 litres nationally. However, RC Cola has renewed its focus on the rural market in India and believes that there is huge opportunity with vast growth potential in these markets.
RC Cola is targeting small towns such as Churu, Bharatpur and Sikar.
Mr. Mohit Khattar, Brand Manager, RC Cola, said, “Since this is for the first time that we are organising an integrated marketing campaign, the objective is to create the highest level of excitement and awareness for the 100-year-old brand and the third largest selling cola in the world.”
“The campaign is designed so as to create distinction between RC Cola and other league players in the market,” Mr Khattar added.
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