Big Live, the activation wing of Big FM, has appointed Vineet Mittal as business head, rural activation division. Mittal will be based in New Delhi and will report to Rabe Iyer, business head, experiential, OOH and digital business, Reliance Media World.
Iyer says, "Rural brand programmes are seeing exponential growth and have an enormous business potential, making it a significant focus area for us."
"I believe radio has a big power to change behaviour and connect with consumers at the local level. With Big FM's reach and infrastructure, we have a lot of local content and want to create properties and programmes that will help our clients connect with local consumers," Mittal tells afaqs!.
Mittal adds that there are immense opportunities in the rural market. He says, "Rural India is changing. People have urban linkages and are exposed to the urban lifestyle. It is just that their manifestations are different." He estimates the market size at about Rs 300-400 crore.
Earlier, Mittal was business director, North and East, Xpanse Asia, the specialist rural and small town marketing solutions provider of Starcom MediaVest. He has more than 20 years of experience in the industry and has worked on brands such as Unilever, ITC, Eveready, P&G, Nestlé, Castrol and Vodafone.