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Mart :

Established in 1993, MART is a pioneer in the rural domain and over the years has also developed as the

Leading Consultancy and Knowledge based organization on Emerging Markets.

MART's expertise lies in its understanding of the Base of the Pyramid (BoP) segments, their ecosystem and behavior. An understanding that has been built over years of interaction and

engagement with rural as well as urban low income communities. An understanding that isconstantly being revitalized and renewed as the emerging markets evolve in an ever-so-dynamic

manner. Today, emerging markets are as much about unchanging traditions as is about changing

lifestyles and evolving value systems. In such a dynamic environment, our clients have come torely on us to provide them with accurate, insightful and contemporary knowledge. They place

their trust in us and partner us in their search for relevant solutions.

MART enjoys a unique position as an end to end solutions facilitator for both the corporate and

development sectors. We bring to the table expertise and experience that have been garnered by

successfully handling major assignments for both corporate and development sectors in Indianand abroad.

MART - A Brief History

For both development and corporate sectors, rural marketing was little more than a black box.

This huge knowledge gap motivated our founder to create MART in the year 1993. The aim wasto equip both players with relevant rural solutions.

Today MART comprises a team of 50 professionals. What began as a small one-man operation,servicing a couple of clients, has today transformed into an organization with a large roster of

clients, partnering some of the best organizations and agencies in the development and corporatesectors.

We started by providing handholding services to NGOs and development projects. Today, our

range of services includes research, strategy formulation, implementation and capacity building,

which has helped us emerge as the only one-stop rural solutions provider of its kind not just inthe country but in the subcontinent.

Our operations have expanded from Delhi and its neighbourhood to include 10 states across thecountry. We provide support to our clients in the international arena as well, includingBangladesh, Nepal and Sri Lanka.

Key Milestones

1993. MART opens its doors as the first of its kind rural marketing agency in the country.

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1995. The first-ever comprehensive study of Haats and Melas is launched which establishes

itself as the only reference to marketers on traditional marketing platforms in the ruraldomain.

1997. MART undertakes the largest survery for identifying livelihood opportunities in 1100

villages and 186 haats of UP for a World Bank funded project.

1999. MART develops the proprietary 3M Approach as a solution to the country’s need of generating large scale employment in rural areas.

2000. MART extends its operations to Andhra Pradesh and a core team is established in the

state to provide technical inputs to bilateral projects, government departments, etc.

2000 MART partners with Hindustan Unilever Ltd (HUL) to co-create Project Shakti which

is upscaled to 12 states.

2002. A path breaking study on rural insurance is undertaken for FICCI/FORTE. Policy

makers and private players have used this study extensively to promote rural insurance in thecountry.

2003. MART, as founder member of RMAAI in partnership with FICCI organizes first everConference on rural marketing.

2005. MART develops a unique cost-effective distribution model by deploying youth-on-

bicycles to distribute and promote products and services. This model is being successfully

used by sectors such as telecom, FMCG, ICT, insurance, and health in rural India as well as in

the neighbouring countries of Bangladesh and Nepal.

2006. MART is conferred with the RMAAI Gold Award for Innovative Long Term RuralMarketing Initiatives for its Rasoi Ghar model for HPCL. It also receives a Special Jury

Award.

2007. As the India Knowledge Partner, MART teams up with University of Illinois, the

World Bank, USAID and ICA Institute to host an international conference on linking markets

and farmers communities.

We are now providing consultancy on emerging verticals like agriculture, health, ICT, financialservices and urban livelihoods. MART is on the threshold of offering its services in the

international domain, including Brazil and China.

The MART Way

We endeavour to become the most respected organization in the rural domain. We believe in

finding innovative rural solutions that meet the specific requirements of our clients in thecorporate and development sectors – and we do so with a passion for excellence. We believe

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in leveraging our understanding of rural communities in a manner that is beneficial not just to

our clients but also to rural communities.We believe in creating synergies and partnerships with organizations and agencies in order to

offer the best value to our clients. We offer end-to-end solutions through a range of

comprehensive services to both corporate and development sectors. Our solutions cover

research, strategy, pilot, scale up, implementation and training.link to Services Offered MART is a non-hierarchical organization. Our cross functional teams bring in-depth

knowledge on both corporate and development sectors, a strength unique to MART. link to

Team We are in the knowledge business. Our ability to provide comprehensive solutions to our

clients hinges on our passion to learn and create new knowledge continuously, which we then

enhance by constantly adding to that knowledge base and disseminating it to benefit theenvironment in which we and our clients operate. Traditional Haats and Melas in India

With the best practices, tools and techniques that we have acquired through our strong

relationships with organizations in both these sectors we can add further value to both sets of

clients. HPCL Rasoi Ghar

We love challenges. Unlike other organizations that believe in doing similar work again andagain on similar projects where they can apply tried-and-tested models, we enjoy work that

pushes us to find innovative solutions. By partnering with our clients in a creative and results-oriented approach, we truly believe in pushing the envelope, extending the frontiers of

knowledge and providing cutting-edge solutions. Project Shakti of Hindustan Lever

We believe in providing effective solutions that are implementable and scalable – an approachthat has helped us to build long-term relationships with our clients. Our solutions straddle the

chain of services from research to strategy to implementation and training for larger

replication. Long term association with Tata Steel

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Recognition

Silver award WOW awards 2009, in the

category "Best rural marketing initiatve" forArogaya Parivaar, Novartis.

Silver award for the category "Best long termrural marketing initiatve" for Arogaya

Parivaar, Novartis.

Gold Medal for Long Term Rural Marketing

Initiative by RMAAI, 2006

Special Jury Award by RMAAI for

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establishing Rasoi Ghar (community

Kitchen) model in rural India

Pradeep Kashyap, Founder of MART is arecipient of the Jamnalal Bajaj Endowment

Award for his outstanding contribution. He is

called the father of rural marketing by

industry experts.

The Rural Marketing Book authored byPradeep Kashyap and S Rout has become a

standard recommended text book at IIMs and

several premier business schools in the

country

MART 3M Approach for Micro Enterprise

Promotion has been presented in international

forums in USA, Srilanka, Philippines etc.

MART was the lead India Organiser with

World Bank, USAID, University of Illinois

and others of ‘3rd International Conference –

Linking Farmers to Markets’ in India.

Services Delivered

Corporate sector

HLL Project ShaktiThe model involved identifying, selecting and

training rural women to become entrepreneursas company dealers selling a large portfolio of

rural brands. MART’s role included initiating

dialogue with the local government agency

(District Rural Development Agency),identifying and selecting potential

entrepreneurs through a programme of concept selling meetings and interviews.

MART also provided the selected candidateswith training on entrepreneurship and

salesmanship skills, arranged additional

finance through local banks, linked women to HLL dealers for procuring supplies, finalisation of

orders, etc. The project helped build a network of 25,000 women dealers, or ‘Shakti Ammas’ in12 states. It has emerged as a win-win model for all – the company has penetrated deeper into

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Since these promoters, hail from one of the neighbouring villages and speak the same language,

they enjoy high credibility among customers. MART has partnered with Colgate, Eveready,Heinz, Goodknight and other brands in rolling out this model in U.P., A.P., Maharashtra and

West Bengal.

Development sector

We offer end-to-end solutions through a range of comprehensive services, including research,strategy, pilot implementation and capacity building. In each of these we provide the following

services to clients:

Research Strategy

Formulation

Pilot

Implementation

Capacity Building

Opportunity

Assessment

Livelihood

Promotion

Micro enterprise

promotion

Opportunity assessment

through 3M ApproachMarket Dynamicss Market

Development

Haat development Rural Marketing

Sub sector and ValueChain Analysis

Public PrivatePartnership

Marketing linkages Collective marketing

Feasibility -- -- Haat Development

Impact Assessment -- -- Customized training on

livelihoods and marketing

Competitiors

Anuragh Madison

Broadmind

Mediacom

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ANURAGH MADISON

Established in 1986 as Anugrah Marketing & Advertising Services (P) Ltd., with headquarters inChennai, we have been operating as a fully accredited Advertising Agency catering to the

communication needs of a variety of clients ranging from Agri-inputs, Consumer Durables,

FMCG to Services.

Our rich experience over the years in communicating with the semi-urban and rural consumer

resulted in a tie-up with MADISON COMMUNICATIONS in 1998 as their Rural Division.ANUGRAH MADISON ADVERTISING PVT. LTD., is today a part of Madison World with 20

Units across 9 specialized functions in Advertising, Media, Out of Home, PR, Rural, Retail,

Entertainment, Mobile, Events and Sports employing over 800 communication professionalsacross cities in India, Sri Lanka and Thailand.

Airtel

Client – Airtel

Product – Mobile Service

Brand –

Task for the Agency

To promote the mobile service facilities of Airtel in the rural tower areas in

less than 10k pop villages in Karnataka

Activity: Qualitative study was done in the tower town and town coverage villages to get insight of the

rural consumer towards mobile telephony

Target segments were clearly defined based on Population, Proximity, Progress, Prosperity andPriority.

The potential early adopter segment was targeted by conducting special consumer meets at towertowns where detailed product briefing was done. Sale of special numbers on the spot was done toconnect the consumers to the local retailer.

Branded van was used to create awareness in the tower coverage areas and collect database of potential customers

A special dart game was devised to draw attention of the public to the 10 new tower towns as

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one of the elements of the campaign

Target segments were clearly defined based on Population, Proximity, Progress, Prosperity and

Priority.

Shriram Transport Finance

Client – Shriram Transport Finance

Product – Commercial Vehicle Finance

Brand – Shiram

Task for the Agency

Organised Transporters Meet consisting of small fleet operators in the major

towns across the four southern states and later extended to the rest of the country. A special videopackage consisting of the details of the finance schemes, a motivational song and testimonials were

produced and delivered at these meets.

Each programme anchored by a well known TV celebrity attracted thousands of small fleet operators

providing the company with valuable database for follow up.

Later the drivers were targeted at dhabas to convince them to become truck owners with Shriramschemes.

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Marico

Client – Marico

Product – Coconut Oil

Brand – Parachute

Task for the Agency

Create awareness for Parachute

Coconut Oil Pouch in towns with

less than 20000 population in Tamil

Nadu

Convert loose oil buyers intoParachute pouch customers, by

highlighting the advantages of

the Parachute brand

Convince them to pay a small

premium for the brand.

Communication Strategy

The Van Campaign aimed exclusively for women and for the

first time conducted by women

Get the women folk out of their homes and participate in a

van campaign which usually is dominated by men and

children

Make them stay through the van programme and ensure

their active involvement

Result

According to Marico, substantial increase in sales reported

from the campaign areas

A study by Marico showed a 25% conversion from loose

coconut oil usage to Parachute Pouch Pack, Post Van

Campaign

The success of the campaign motivated Marico to repeat the

campaign the following year even in towns with 1 lakh +

population, with excellent results

Colgate Palmolive

ITC Limited

Marico

Cavin Kare

ITC Limited

http://anugrahmadison.com/portfolio/fmcg/colgate-fmcg


http://anugrahmadison.com/portfolio/fmcg/vivel-fmcg


http://anugrahmadison.com/portfolio/fmcg/marico-fmcg


http://anugrahmadison.com/portfolio/fmcg/cavincare-fmcg






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Client – ITC Limited

Product – Soap

Brand – Vivel

The Product

ITC launched its mid range soap brand Vivel with 4 variants Young

Glow, Sandal, Satin Soft and Ayurveda.

Task for the Agency

To create brand awareness and do limited product sampling in the target markets. Engage the local

distributor in the activity.

Task for the Agency

Potential markets of Thiruvallur, Arakonam, Arani, Vellore, Gudiyattam, Vaniambadi and

Thirupathur (towns below 1 Lac Pop) in Tamilnadu.

Communication Strategy

Delivered through a well planned van campaign which included Brand awareness, edutainment,product placement, sampling and sales with interactive games communicating the key product

message.

The Local dealer/distributor was involved through out the activity with a dealer representative

carrying out sales with special offer in a kiosk.

Along with merchandising of retailers a survey was conducted to check stock availability in the

activity location.

Result

Created brand awareness among the masses through direct contact programme and through

mass miking.

Free sampling and spot sales were carried out which subsidized the cost of the campaign.

A total of 1050 retailers were merchandised and surveyed.

Day to day survey reports helped the dealer to stock retailers where the stocks were not

available which accounted for 50% of the total shops visited.

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Cavin Kare

Client – Cavin Kare

Product – Shikakai Shampoo

Brand – Karthika

Task for the Agency

Create awareness on the ground and engage the consumer with the brand and its key attribute of “Long

and mesmerising hair”.

Campaign Delivery

A branded vehicle (Karthika Express) with a crew of women promoters and male helpers with

audio software and collaterals to engage the TG in various interactive events/games designed

exclusively for them.

Women were invited to the activity by means of an invitation delivered to them door to door by

the women promoters.

The final winner was crowned as “Karthika Neelaveni Maharani” (literal translation – Karthika

Long Hair Queen)

Merchandising at retail outlets for post campaign local visibility and residual impact.

General awareness about the product was done through miking activity in and around the targetmarkets.

Colgate Palmolive

Client – Colgate Palmolive

Product – Toothpaste

Brand – Cibaca

Task for the Agency

Cibaca – a low-priced brand in the Colgate stable.

Well accepted in the rest of the country, except Karnataka. Ajantha – a direct competitor makingin-roads

Need to create awareness in small towns and villages and generate trials.

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Campaign Theme

Why buy any low-priced toothpaste when you can get an international quality toothpaste from

the house of Colgate, at the same price point.

Campaign Delivery

Delivered through a well planned van campaign which included product placement, samplingand sales and interactive product oriented games.

A video film using well-known TV stars of Karnataka to drive home the product story.

Result

Awareness for the brand increased multifold and reflected in spontaneous increase in sales.

ACC

Client – ACC

Product –

Cement Brand – ACC Limited

Task for the Agency

A grand week-end exhibition of building and construction related products in the major cities of

Karnataka.

Leading dealers of other building material products were invited to put up stalls provided by thecompany to offer people building their homes the entire range of products under one roof.

The shows were promoted using local press, audio vans, banners, posters etc. The entire event was

packaged with entertaining games, magic shows and screening of the ACC customer video film in a

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specially created mini-theatre at the venue.

Thousands of families from within and outside the town turned up to witness the event also

generating valuable database of potential customers through an interesting ‘guess and win’contest. These were later extended to other smaller towns as Mini-Gruha Pradarshana.

Titan Industries Ltd

Client – Titan Industries Ltd.

Product – Watches

Brand – Sonata

Campaign for low-priced ‘Sonata’ Watches in 5K population villages

Pilot in Tirunelveli District

Ground Realities

Less than 30% penetration of watches Concept of ‘time’ in villages is still associated with the arrival of the local bus, train, ringing of

temple or school bell, etc.

Need for a watch is not strongly felt.

Campaign Objective

An exercise in category / brand penetration

To get ‘non-users’ of watches to think of Sonata as a ‘must-have’ for success of their family and

children

Communication DeliveryA unique ‘Hub & Spoke’ model

A branded TATA 407 covering hub villages of 5K population fully equipped with AV equipment

and four promoters

Two live skit artists also accompany the van

Van carried 3 branded bicycle promoters equipped with audio and a flip chart illustrated story

on the importance of a watch, with a hand held mega phone to attract the villagers

A collapsible display cum sale counter carried in the van for spot sales Hub Village Activity

3 promoters branch off on their bicycles to cover smaller ‘spoke’ villages within a 3 to 4 km

radius

The TATA 407 branded van with the rest of the crew goes around the hub village makingannouncements, playing the audio software, conducting interesting product related interactive

games, giving away spot prizes to winners, offering the watches on sale, etc.

Hub Village Activity

An invitation for a show in the evening at a local venue like the community hall or school hall is

distributed door to door by the promoters and the skit crew.

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In the evening at around 6.00 pm when an audience of around 200 nos. gathered at the venue, a

pre-formatted show consisting of a specially produced edutainment film on the importance of a

watch and a humorous live skit on the same subject is presented to the audience.

To assess comprehension, specific questions on the film by lucky draw are asked and those who

answer right are given away prizes on the spot.

Spoke Village Activity

The branded cycle promoters go around the smaller villages from street to street, making

announcement on their mega phone, urging the local residents to come out and participate in

the interactive games and win prizes.

When a small group of residents gather around the cycle, the promoter ‘unveils’ a story on a flip

chart with an audio playing simultaneously narrating a story on the importance of a watch.

At the end a quiz on the story is conducted and winners given away prizes

Product message related simple interactive games are also performed and the winners given

away prizes.

Campaign Results

This campaign undertaken in the Tirunelveli district of TN created tremendous hype for the

brand.

A simultaneous media campaign was also undertaken by the company covering the local radio

channel, theatre branding, bus panels, hoardings etc.

According to the feedback received from Titan officials, the campaign generated considerable

enquiries for the ‘Sonata’ brand at the local dealer counters resulting in incremental sales for

the brand.

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