The specialist small-town and rural marketing unit of Starcom Mediavest, Xpanse Asia has got on-board Sheetal Dasgupta as business director. She will be based out of Mumbai and will report to Sandip Bansal, country head, Xpanse Asia.
Speaking on the appointment, Bansal says, "The rural marketing space is evolving rapidly and clients are looking for innovative solutions to achieve their objectives in the most productive manner. Dasgupta will help us identify new clients, and work with existing clients, to reach the small towns and rural hinterland with a fresh set of ideas."
Dasgupta will use her exposure in rural and urban marketing communications to add meaning to the point of view at Xpanse Asia, which is 'Enabling Scale Deliver'. Her role would be to partner and help clients look at rural marketing holistically and measurably.
The company is looking at new categories in the market, such as pharmaceuticals, education, newer financial products, construction and mobile-based services, which are getting increasingly interested in rural marketing. "We are investing in understanding consumers and their needs that clients in these categories are looking to fulfil," says Bansal.
Dasgupta brings with her 10 years of hardcore rural knowledge, as well as three years of experience with Solution Digitas, where was involved in planning and offering long-term sustainable marketing and business solutions.
"The richness of that experience, blended with rural experience, gives her the unique capability to address some of the fundamental challenges being faced by marketers," Bansal comments.
Dasgupta joins Xpanse Asia with 15 years of experience, of which 10 years have been spent in rural marketing with RC&M, where she headed the marketing function as general manager. In her most recent assignment, she ran her own entrepreneurial venture. Prior to that, she has worked with Hungama Digital, Solutions Digitas and Times Innovative Media. She is an MBA from Narsee Monjee Institute of Management Studies.
Xpanse Asia was set up in 2006 and caters to the marketing and communications needs of clients.