Unmetro-Action is Elsewhere is the overriding theme of the fresh new look at Unmetro markets in India by Dainik Bhaskar. Building on the theme is the Unmetro Conclave in Mumbai tomorrow, where marketers and other industry leaders will share their present experiences, and future prospects of these markets.
With the inevitable saturation of the eight metros in the country, the demand and consumption landscape of India's next lot of cities, i.e., the tier II & III markets are constantly increasing. Higher disposable incomes, demographic dividend of a younger generation, heightened aspirations, increased urbanization and higher number of nuclear families are all key factors leading to this development.
So, why do these Unmetro cities matter? Simply because they are already behaving like metros!
Almost everyone is a witness to this transformation driven by an increased consumer and distribution push and media exposure. But in many significant ways these markets are unique when compared to metro markets. The Unmetro Conclave focuses on these insights and shares the success stories of the marketers who have managed to conquer these markets.
Known as the father of the retail industry in India, Kishore Biyani, Group CEO of the Future Group will be the Chief Guest for the Conclave. Earlier this week, Mr Biyani flagged off the Unmetro-Action is Elsewhere campaign, with the launch of a 60 second ad film, to be complimented with the launch of a comprehensive website and social media push around these markets.
Speaking at the half-day conclave are Kamal Basu, Head of Marketing, Volkswagen and Karthi Marshan, Head of Marketing, Kotak Mahindra Bank. A special panel comprising of Amit Kumar Roy, Chief Distribution Officer, Aegon Religare, Neeraj Garg, CEO, Apollo Health & Lifestyle, Deepa Mathew, Group Business Director, IMRB International and Ashish Bhasin, Chairman & CEO South Asia, Dentsu Aegis Network will be discussing the science behind the Unmetro consumer's decisions. The panel will be moderated by Mallikarjun Das, India - CEO, Starcom MediaVest Group.
Speaking about the initiative, Mr Girish Agarwaal, Director, Dainik Bhaskar says "We see a whole new opportunity in Unmetros where the rising affluence levels and changing consumption patterns are opening doors for marketers to service these new regions. Consumerism is on the rise, as also the desire to experience better lifestyles and enjoy global brands. This has created numerous opportunities for both national and international brands in India. Through the Unmetro initiative, we champion the cause of Tier II and
III markets, helping marketers and advertisers to serve these markets better and play a role in transforming them into stronger growth centers".
For more information please log on to www.unmetro.in.