Advertising Management and Sales Promotion

Unit 11

Unit 11

Rural Advertising

Structure:
11.1 Introduction
Objectives
11.2 Fundamental Nature of Rural Market
Understanding the rural mind and buying process
11.3 Advertising and Marketing in Rural Areas
11.4 Innovative Use of Media in Rural Areas
11.5 The Size of Rural Market
11.6 Promising Growth
11.7 Summary
11.8 Glossary
11.9 Terminal Questions
11.10 Answers
11.11 Case Study

11.1 Introduction
In the previous unit, we studied about the emerging consumer segments. In
this unit, we will discuss about rural advertising. What excites the planners,
delights the nationalistic patriots, confuses the marketers and frustrates the
advertising profession is the extreme cultural and economic differences and
diversity in India. A country that successfully launches its first moon craft at
the first attempt finds it challenging to provide safe drinking water and
sanitation to the citizens in remote rural areas.
In a nation of over one billion people, nearly 70% still live in rural and semirural areas, often in conditions of great remoteness. Yet, to a marketer,
every one of them is a potential buyer of goods and services. Many of them
may buy very little, but they do buy, at least the necessities.
Due to the unbelievable reach of advertising on electronic media and
modern roads and buses which bring the rural folks to the cities, everybody
knows what things are available in the market essentials as well as
luxuries. With rising disposable income in the rural hinterland, the perceived
divide between the rural and urban products is now blurring. Even small
towns now have malls and department stores, although small ones, which
display the latest consumables, often global brands.
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Along with these rapid social changes that are creating whole new
consumer segments in the non-urban areas of the country, the market
conditions are also changing in many ways. Urban markets have become
mature now and are quite inelastic. In spite of the huge migration from rural
areas, city demands are not growing much and are lukewarm. Perhaps
because city folks have already bought all the gadgets and aspirational
products they ever dreamt of, urban markets are now growing only at the
replacement level.
Rural and semi-rural areas are where the growth is. The macro economic
reasons are listed as massive waiver of farm loans, rural employment
programmes and unreasonable rise in procurement prices in the grain
growing belts. Also better employment opportunities in semi-rural areas due
to better education available there, better infrastructure attracting smaller
and medium industries, etc. are putting more disposable income in the vast
hinterland of India. Surplus money, discovery of a good life and awareness
of basic necessities, which indeed are within their reach now, are making
the so-called hinterland consumer far more demanding of quality goods, and
Indian marketers are listening.
Objectives:
After studying this unit, you should be able to:
analyse the fundamental changes in the rural market
identify the reasons for the changes in the rural market
explain about the innovative media used in a rural market
assess the size and challenges of the rural markets so as to plan a
campaign correctly

11.2 Fundamental Nature of Rural Market

C. K. Prahlad, who was Professor of Business Administration and Corporate
Strategy at the University of Michigan, had requested the Indian corporate
world to wake up and help to create a consumer market in the rural areas.
He had asked them to retain their grip on the vast domestic market. In his
book Fortune at the Bottom of the Pyramid, he had addressed the rural
market scenario, especially in the Indian context. He said, The bottom of
the pyramid is very large and represents a very counter intuitive opportunity.
It is a transformative challenge. It is an age-old assumption that rural folks
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do not have the money to buy manufactured goods. Well, that was then and
things have changed.
If Indian manufacturers do not wake up and produce goods suitable for this
vast mass market in rural areas, other multinationals will, especially the
Chinese with their genius for swamping the market with cheap products.
Interestingly, it is a multinational like Hindustan Unilever, which is now trying
to reinvent the rural market, with tangible success.
Success in rural market requires a deep understanding of rural emotions,
aspirations, needs, which are different from the urban psyche. Rural
advertising is not about translating a campaign written in English by the city
advertising agencies into vernacular languages, without even bothering to
change the models. Rural marketing environment is different, just as the
rural psychology is and this challenge needs to be addressed and treated
with respect.
What is a rural area? According to Social and Rural Institute, a population of
less than 5,000 and density of less than 400 people per sq. km. is
considered a rural area. India is still a rural economy in the sense that 1/3 of
the national income is generated by the rural India and it means that
significant number of buyers of goods and services are from rural market.
To plan effective marketing and advertising campaigns that would deliver
results, current data are necessary. There is no separate data available
regarding how much of the Rs. 26,000 crore plus Indian ad spend1 is
actually spent on specific rural campaigns. Many advertising agencies like
Thomson Special, O&M Outreach and Lintas Linterland have started
separate divisions specially to handle rural media and advertising.
Like all communities everywhere, Indian rural population is not
homogeneous and certainly not all of them are agricultural workers. Just as
there are poor landless labourers, there are successful artisans, semi-skilled
workers, people who hold jobs in cottage industries or people who are selfemployed quite profitably. They, thus, have regular incomes, needs and
purchasing power. Not only there are all kinds of different buyers and
workers in rural areas, in each category, there are many different segments
on account of Indias diversity in language, culture, religion and way of life.
1

Source: (2011). Pitch-Madison Advertising Survey.

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The number of people with low income has come down from 53% to 21%,
giving some indication about the rising income. They are middle class and
above and have the same needs and aspirations as urban folks. White
goods, mobile phones, cars, motorbikes, colour televisions, toiletries, all
branded products, sell just as much in semi-rural areas. Upward mobility,
social competition and snobs are here too.
The rural buyer may be buying small amounts of fewer products, but rural
market is twice as big as the urban market and the collective purchase and
potential for growth is mind blowing. According to the NCAER data for as
long ago as 199899, a basket of 22 FMCG were sold for Rs. 91,500 crore.
However, according to some strategists, surveys are carried out on only a
few categories of goods, which sell well in rural areas and really do not help
to project the actual size of the market.
The Indian Readership Survey (IRS) published every two or three years, is a
good source for tangible data about market conditions in rural areas, without
which none of the effective marketing or advertising plan is possible. The
survey usually covers over 5500 shopkeepers in nearly 3000 villages across
India and lists the nature of product stocking, buying patterns, display,
distribution and media access in rural market.
11.2.1 Understanding the rural mind and buying process
However, the rural buyers have different ways of looking at things
psychologically and that needs to be understood. Families are still joint and
patriarchal, meaning women and young girls have no voice in purchases
and decisions are taken by few older males. Therefore, often the end user of
many products is not the decision maker, buyer or payer.
In a rural home, buying is not so organised and each item is bought as and
when it is needed, which affects budgeting. Brand selection is also a hazy
area. Women, who actually use most of the products, just as in urban
homes, never go to shops. Often small boys are sent out to buy things and
they bring back whatever the shopkeeper gives. That, in turn, is decided by
not only whatever brand the shop has, but also which marketer is offering
the most lucrative incentives, which can be anything from white goods to
foreign trips.

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Self Assessment Questions

1. Urban markets have become mature now and are quite inelastic.
(True/False)
2. Success in rural market requires a deep understanding of rural
emotions, aspirations and needs which are different from the urban
psyche. (True/False)
3. According to Social and Rural Institute, a population of less than
__________ and density of less than ________ people per sq. km. is
considered a rural area.
4. The rural buyer may be buying small amounts of fewer products, but
rural market is twice as big as the urban market. (True/False)

11.3 Advertising and Marketing in Rural Areas

Literacy is still poor in rural areas and no complicated selling message or
print media can be tried. Advertising must use very basic means such as
wall painting and hoardings with visually powerful images. Although satellite
technology has taken television to the remotest corners of the country,
household ownership of it is still low. Therefore, exposure is often through
community televisions, which means image building through sustained
campaigns may not be possible. In fact, reach of most media is still
inadequate in rural areas (refer to Table 7.1 on media reach in Unit 7).
A rural marketing strategy will succeed if all the above factors are kept in
mind. Therefore, advertising must keep in mind the decision, purchase and
usage pattern that are peculiar to rural areas. Some strategies have been
standardised by now. These include:

Small packages Indians in general and rural people in particular are

highly price conscious and demand value for money. Rural people not
only have small budgets, they have even worse storage facilities in their
small homes. Therefore small packaging, even single use packets, sell
well. The runaway success of shampoo sachets is a textbook example.
Lux sells 50 paisa sachets and is doing well.

Strong visual images Brand names that are easy to remember and
symbols in gaudy colours with images of animals, birds, flowers or
children are more successful. Villagers do not read brand name and buy
by recognising the symbol on the package. Ghadi detergent with a clock

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and fertiliser having a farmer with a heap of wheat on his head has been
very successful.

Free containers By nature Indians are frugal and rural people even
more so. Buying kitchen containers is not a standard norm even in wellto-do urban homes and a nice and sturdy reusable container for storage
of other food items is still a great attraction. Therefore a product that
comes in a reusable container instead of a plastic bag will sell better.

Door delivery In spite of Indias huge size and remoteness, taking the
product to the customers home, when tried, has been successful. Small
savings picked from homes and petty businesses every evening by
banks is as successful in rural areas as in urban markets.

Self Assessment Questions

5. Small packaging and single use packets sells well in rural areas.
(True/False)
6. Brand names with strong _____________ that are easy to remember
are more successful in rural areas.

11.4 Innovative Use of Media in Rural Areas

In spite of the fundamental differences in urban and rural psychology and
buying patterns, marketers use most of the true and tried mass media for
rural marketing also. The immense diversity of rural cultures and low literacy
just make it more challenging. A successful campaign mixes the traditional
and modern media cleverly to get the best results. The following mass
media is used for rural marketing:

Television Due to the government supplying free televisions in rural

areas for broadcasting educational and farming programmes, actual
community television sets are common. But there may not be power
supply, the sets may not be well maintained and are usually kept in the
house of a powerful or affluent village leader where people gather in the
evening. In such places, women rarely join and are thus out of reach for
commercials. Yet, due to its combination of music, speech, colour and
movement, it remains a powerful tool to reach the less-educated people.

Radio Although radio, especially transistor radio, had been wildly

popular in rural areas, it has lost its hold in the past decade. But its
power as a medium remains unchanged. It is portable and is an

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excellent medium for the illiterate and jingles make a brand

unforgettable. Perhaps more attention should be paid to building back
the power of radio as an advertising tool.

Cinema Not many rural areas have movie halls and shows have to be
paid for, which takes it out of the means of rural families. Separate
sitting for men and women is still prevalent, which may be as
unattractive to a rural family as an urban one. However, the larger than
life impact of cinema advertising remains timeless.

Print Men of Indian villages have the age-old tradition of gathering at

village centres or tea shops to discuss everything from politics to plane
crashes they read about in newspapers. These men are the opinion
creators, and they influence their families and take all the buying
decisions. However, as can be seen in Table 7.1 (in Unit 7), the reach of
print media (press) is less than 15% and is growing only gradually with
the increase in literacy. Literacy is much higher in south India and
newspapers and magazines in villages can be as useful as urban
advertising.

Wall painting and outdoor The ancient Indian tradition of artistic selfexpression of rural people through paintings on the sides of rural huts
like Madhubani has been turned into a powerful rural advertising
medium by marketers. There are large wall paintings in bright vivid
colours, usually just the package and symbol with recognisable objects
like an animal, that can be seen everywhere across the length and
breadth of India. Although crudely done in gaudy colours, in order to
survive the strong Indian sun and monsoon rains, no doubt, they are
memorable and recalled easily at the time of purchase.

Video vans Originally created by politicians for rural campaigns at

election times, these are now used extensively by rural marketers.
Usually announced way ahead of the arrival of the van in a village, they
create excitement, entertainment and advertising all at the same time.
Most FMCG multinationals use it now and it is a marvelous medium. It
can demonstrate, sell, attract retailers and advertise, all in between
showing popular movies. For instance, HUL has shown movies in vans
for long now, interspersing the movies with advertisements for Lifebuoy,
Wheel, etc.

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Village melas and haats Rural marketers have, at their disposal,

many ancient, true and tried methods of communicating marketing
messages to the rural folks. Religious festivals, weekly or monthly haats,
seasonal melas, etc. have always been there, where huge amount of
business transactions take place, as well as being the meeting place for
people from different villages in the area, including courting young boys
and girls a perfect platform for showcasing everything from cattle to
beauty aids.
According to the National Council of Applied Economic Research
(NCAER), on a rough estimate, some 47,000 haats and 25,000 fairs
take place in India annually, headed by picturesque but highly
commercial affairs like Pushkar cattle fair in Rajasthan, Sonepur cattle
mela in Bihar and Nauchandimela in Himachal Pradesh which are now
known even abroad. FMCG companies use these informal methods of
penetrating the most interior parts of the country.
Using flying balloons to free samples, banners to video vans, messages
painted on animals to road shows, companies like Dabur, Colgate,
Hindustan Unilever, Nestle, and Mahindra & Mahindra have perfected it
to a science now. For instance, HUL has used these occasions to
address consumers, demonstrate product benefits and also sell its
products. Such demonstrations have played a significant role in creating
the detergents market in rural India.
This is a powerful marketing tool; manufacturers provide dealers and
retailers with incentives to make them available at these outlets, where
as much as 80% of the customers are regulars.

Outdoor events Like festivals and haats, outdoor events and

demonstrations organised around a product also prove very effective in
rural areas, the following example being a case in point.
When Castrol CRB Plus engine oil was re-launched with a heatproof
formula, it decided to showcase the benefit of the new feature through a
live demonstration to its target audience and reinforce the message
through a film. Significant volume of target audience were from rural
areas. Its agency designed a campaign called Operation Attack to gain
market share. The campaign was rolled out in two phases. The first
phase involved a live technical demo of the product and the second was
a film called Jai Kisan.

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As part of the live demo, two pistons, one with ordinary engine oil and the
other with Castrol CRB Plus, were put to work side by side as depicted in
Figure 11.1.

Fig. 11.1: Pistons

A thermometer was fitted to measure the temperature within the piston.

Ordinary engine oils evaporate when the piston reaches a temperature of
300 degrees, but with Castrol CRB Plus, the piston remained coated with
a layer of oil even at that temperature. The film, Jai Kisan, was screened
at various places, after which there was a question and answer session.
Eleven such units were deployed in 17 states in a span of 90 days. The
campaign reached 15,000 farmers. The company claimed that top of
mind awareness for Castrol increased by 12%.
(Source: Pinto, S. J. (2008, December 23). Experiential marketing at the rural
level: RMAI Awards 2008. Retrieved from http://www.afaqs.com)

11.5 The Size of Rural Market

India Today in its July 2009 issue gives an amazing picture of the size,
diversity and vibrancy of the Indian rural market. Titled Bharat Buying, the
article says that four good monsoons until 2009 and other factors mentioned
above have added so much cash to the rural purse that the whole picture
has changed. The top six metros claim only 17% of purchasing power now,
much of the rest clearly being in rural and small town markets. Access
through television, better roads and saturated city markets, have forced
marketers and manufacturers to explore deeper into the rural markets which
was ignored so far. According to a study by Kinetic Worldwide called
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Moving World India, the rural market size is estimated at almost $425
billion.2
The Indian rural market with its vast size and demand base offers great
opportunities to companies. Sales figures speak for themselves.
Dabur now covers villages with a population below 3,000 and approaches
its market directly through rural beauty and talent contests riding on its
Dabur Amla hair oil. Rural sale: estimated Rs. 1155 crore.
Samsung India launched a rural road show called Dream Home series, a
four-day exhibition in small towns. The events are announced previously
through the company vans to offers deals and do a terrific job of brand
building through these shows.
Sale Estimated Rs. 1,400 crore.
Godrej consumer products have shifted emphasis to haats and melas in
over 17,000 villages.
Sale Estimated Rs. 418 crore.
Hero Honda communicates with millions of rural households through its
Har Gaon Har Angan campaign. Some of the companys entry level
products are a perfect fit for rural driving conditions, with their strong
headlights, adjustable suspension, high ground clearance, etc. Through its
rural vertical and a network of 500 rural sales executives, the company
hopes to reach 25,000 villages by 2009.
Sale 14 lakh units.
There is no reliable figure for daily use products such as toothpaste, soap,
detergents, coffee, ketchup, tea, hair oil, etc. but consumption is galloping
nonetheless.
Activity 1
Research and find out any ad campaigns exclusively meant for rural
markets. Determine which segment of the rural market did the advertisers
target and what was the message of ad campaign.

Source: (2012, February 27).Indias rural market size at $425 bn: Kinetic study.
Retrieved from http://www.exchange4media.com.

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11.6 Promising Growth

The figures are heady and so is the mood of the manufacturers and
marketers. It is difficult to sell in rural areas due to low accessibility, poor
infrastructure, difficulty in delivering good after-sale care, 17 official
languages and endless dialects, low literacy, massive cultural differences,
trouble in communicating with women directly even though they are the end
users of the FMCG, need for innovative and sensitive communication
modes, etc. But once the marketers change their mental gear and learn to
work in the rural environment, the horizon is the limit.
What is special in rural areas for the advertising industry? In rural areas,
standard city modes do not work. Mass media have poor penetration and
illiteracy remains the bottleneck. The FMCG companies are now using
mobile vans with a representative from the local community who describes
everything the van presents. He/she holds huge trust there and even the
plays and puppet shows take on a new meaning through his/her hosting.
Titans Gold Plus carries 1000 people every day from various villages to
their factories to showcase their purity of gold, new designs and modern
machinery to win trust. They offer a savings scheme where a customer can
deposit small savings every month and at the end of 15 months can buy a
piece of jewellery.
The ancient methods like word of mouth, village gatherings, Panchayat
meets, to banners at weddings wishing the new couple a happy married life,
are being used with renewed vitality to curve out new markets in the
hinterlands. Most FMCG companies feel that making a dent in the rural
market may be difficult due to unfamiliarity and inaccessibility, but then the
rural consumer is not as fickle as the urban counterpart.
As the economy tightens up the advertising professional will invent more
and more ways of communicating with the rural consumer and largely
because many of these campaigns will be created with vital input from the
local talents.
Self Assessment Questions
7. Originally created by politicians for rural campaigns at election times,
_____________ are now used extensively by rural marketers.
8. Religious festivals, weekly or monthly haats, seasonal melas, act as a
perfect platform for showcasing and selling everything from cattle to
beauty aids. (True/False)
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9. In rural markets, _________________ remains a major bottleneck.

10. Who are considered as ideal opinion leaders in villages?
11. Give two major reasons as to why FMCG companies think that rural
markets are difficult to maintain.

11.7 Summary
Let us recapitulate the important concepts discussed in this unit:
Urban market for manufactured and luxury goods is mature now and
growing very slowly. The rural and semi-rural market is growing twice as
fast. Reasons are many. Although, contrary to popular belief, all rural
people are not agriculturists, most of them still are.
India has had fairly good monsoons for many years now; therefore
farmers see steady income and thus money to spend. Much of Indias
small and medium industries and businesses are in semi-rural areas.
They may shut down in downturn of economy, but the surviving ones are
so small that there is hardly any job loss there. So their salaries remain
steady, unlike in urban areas. Food prices have gone up a lot in recent
areas, thus boosting farm incomes.
The old way of thinking that village people are all farmers and know little
about urban luxuries has been thoroughly demolished. They are as
diversified in their professions as the urban people, with the same
dreams, ambitions and aspirations and with the same ability to pay for
them. And just like the rapidly growing urban middle class, the rural
middle class too has insatiable desire for acquisition. But, theyve just
started late.
Many factors make rural marketing quite exciting and promising,
because that is where growth is. Multinationals have started developing
strategies, resources and networks to take on this new phenomenon
long ago. Advertising agencies are also learning to adapt their thinking
to understand how the non-urban mind works. A myriad of innovative
media such as haats, fairs, wall paintings, events and exhibitions,
cinema vans, etc. are emerging to reach out to these rural folks.

11.8 Glossary
Affluent: wealthy or rich
Gaudy: flashy
Mela: fair or carnival
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11.9 Terminal Questions

1. Write a brief note on nature of Rural Market.
2. Differentiate between urban market and rural market.
3. Describe some of the strategies for effective marketing and advertising
in rural market.
4. Discuss the various mass media used in rural marketing.

11.10 Answers
Self
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Assessment Questions
True
True
5000, 400
True
True
visual images
Video vans
True
Illiteracy
Panchayat members
Unfamiliarity and Inaccessibility

Terminal Questions
1. Rural market is different from urban market. The rural buyer may be
buying small amounts of fewer products, but rural market is twice as big
as the urban market. Refer section 11.2 for more details.
2. Urban markets have become mature now and are quite inelastic. But
rural market is growing. 1/3 of the national income is generated by the
rural India and that means significant number of buyers of goods and
services are from rural market. Refer section 11.1 and 11.2 for more
details.
3. Some of the strategies include introducing small packages, strong visual
images in ads, and door delivery. Refer section 11.3 for more details.
4. TV, radio, cinema, print, village melas are some of the mass media used
in rural marketing. Refer section 11.4 for more details.

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11.11 Case Study

Lifebuoy Reaches out to the Hinterlands
HULs flagship brand Lifebuoy has been associated with health and hygiene
right from the time it was launched in 1894. The brick red soap with its
perfume and popular jingle has carried the message of health across the
length and breadth of the country and has even become the largest selling
soap in the world. With 70% of its sales from rural areas, it has launched
several initiatives specifically for the hinterlands.
In 2002, the company sold 20 lakh Lifebuoy soaps every day and boasted of
600 million users annually. However, the soap market had become sluggish
and was declining at a rate of 910%, whereas Lifebuoys sales were
declining by 1520%. HUL realised that the decay was a result of torpid
growth in the rural market, which accounted for 50% of overall soap sales in
the country and 70% of Lifebuoys sales. Also, the rural consumer was
getting spoilt for choice and was questioning the need to buy Lifebuoy when
all soaps could clean just as well. Hence, the company felt a need to
embark on a massive rural campaign using the concept of hygiene as a
platform to reposition Lifebuoy.
In May 2002, HUL announced the launch of Lifebuoy Swasthya Chetna,
the first single largest rural health and hygiene educational programme in
India. The objective of the campaign was to educate and apprise rural
consumers in 15,000 villages in eight states across India, about maintaining
good health through the practice of basic hygienic habits. The campaign
was a multi-phased activity that worked towards effecting hand washing
behaviour change in rural communities. The main message of the campaign
was Visibly clean is not really clean. School children were chosen as
ambassadors of the communication, since they have the potential to initiate
change in an entire community if they find a message fun and entertaining.
Besides this, in India, over 600,000 children under the age of five die
annually from diarrhoea. Studies have shown that almost half of these
deaths could be prevented simply by washing hands with soap.
Thus, after seeking permission from village elders, the Swasthya Chetna
teams, in partnership with local government bodies, started visiting village
schools to teach children about germs and the importance of washing hands
with soap. The campaign outlined three main communication tasks:
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1. To establish the presence of germs, even on clean hands.

2. To establish the consequences of these hidden germs, which when
ingested, can cause stomach infections and diarrhoea or be transferred
to eyes causing painful eye infections or infecting wounds.
3. To establish how current practice was not enough to fight these germs.
HUL used special engagement tools to achieve these tasks. A glow germ
demo kit was developed by the company to make unseen germs visible. It
involved applying a white powder to the palms of hands, then washing with
water only. Hands were then held under a ultra-violet light and the powder
glowed where dirt remained, showing that washing without soap was not
enough. The children then repeated the process, next time using Lifebuoy,
to discover that the UV light showed no trace of the powder. Other tools
such as flipcharts, stories, games, songs and quizzes with attractive prizes
were also used to reinforce the message in subsequent meetings.
In addition, HUL teams also met up with the Panchayat, medical
practitioners, community members and parents to ensure that the model
was sustainable. Children and parents were recruited as volunteers to start
health clubs that organised events such as community bathing at local
ponds or tanks. The entire process from initial contact to self-managed
health club took two to three years.
Wall paintings, cinema vans, haats, fairs and festivals, were some of the
media used to further emphasise Lifebuoys association with hygiene.
Further, to enable lower income groups to afford Lifebuoy, an 18-gram bar
of the soap was introduced, which was enough for one person to wash
his/her hands once a day for 10 weeks.
The company also launched other rural marketing initiatives from time to
time to further strengthen the brand message. For instance, it participated in
the Mahakumbh mela identifying it as an opportunity to change handwashing and bathing habits in rural India. Innovative communication tools
were used at the mela to communicate the importance of health and
hygiene. HUL put up stalls and hand-carts at various points in the mela to
spread awareness and give product demonstrations. Special cameras at
these locations allowed people to see the germs on their hands after
washing with water and observe the difference after washing with Lifebuoy.

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Results
The programme promoted general hygiene in rural areas that were difficult
to reach through mainstream media such as television, press or in-store
advertising and promotions. In 200304, sales of Lifebuoy grew by 20%,
with particularly strong sales in the eight states where the programme ran.
More than 130 million people in 30,000 villages have been covered since
2002, making the Lifebuoy Swasthya Chetna programme the single largest
private hygiene education project in the world. The Chief Post Master
General, Maharashtra Circle, released a special Lifebuoy Swasthya Chetna
Postal Cover on the occasion of World Health Day in honour of the brands
contribution to rural hygiene.
Discussion Questions:
1. Describe the objective, target audience and strategies used for the
Lifebuoy Swasthya Chetna programme.
2. Suggest other media that Lifebuoy could have used to promote the
concept of health and hygiene.
(Source: (2002, February 13). HLL plans rural campaign to reposition Lifebuoy To
pitch on hygiene platform. The Hindu Business Line. Retrieved from
http://www.hul.co.in; Gupta, P. (2006, April 12). Lifebuoy Swasthya Chetna
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