Godrej Aadhaar, a
retail chain started by Godrej Agrovet for the rural markets of India, has decided to expand its network of retail stores from the current 18 to around 100 outlets over the next year or so. It has appointed AMO Communications to promote these outlets. The budgets for promoting the outlets are still being worked out, but they are estimated to be mid-sized.
RS Vijan, executive vice-president, Godrej Agrovet, says, "India is primarily an agrarian economy with 70 per cent of our population in rural areas. We have realised the huge potential that rural India possesses. So, we will initiate certain innovative rural marketing programmes, starting from December 23, which is 'Kisan Divas'."
AMO Communications will also partner Godrej Aadhaar in educating rural farmers on agricultural techniques and organic farming, apart from promoting rural entertainment, such as showcasing the animated feature film, 'Hanuman', in Godrej Aadhaar outlets (the way it is with big screens in malls) in villages such as those near Pune, Maharashtra, and Anand, Gujarat, initially. For the record, this will be the first time this movie will be screened in the rural areas. AMO Communications will also play a role in various events and promotions to increase footfalls in the outlets on festivals such as kite-flying day and Lohri.
Elvis Dias, managing director, AMO Communications, remarks, "Contrary to the misconceptions about rural India, the farmer enjoys movies, entertainment and sports, much like his urban counterpart. So, the screening of 'Hanuman' will be a perfect beginning to kick-start these initiatives for Godrej Aadhaar."
Madison Media is the AOR for most of the Godrej group of companies. This includes Godrej consumer products, Godrej Sara Lee, Godrej Foods, Godrej Tea, Godrej Industries and Godrej Agrovet. Officials say that if Godrej Aadhaar needs to go in for mass media, then Madison Media will be roped in.
For the record, Godrej Aadhaar provides complete solutions to the agricultural sector, including soil testing, fertilisers, seeds, branded FMCG products and durables. Godrej Agrovet belongs to the Rs 5,500 crore Godrej Group and is a leader in the Indian agricultural sector with a large presence in cattle, poultry and aqua feeds and innovative agricultural inputs.
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