afaqs! news bureauPublished: 15 Mar 2013, 12:00 AM
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RC&M forays into international market

The marketing agency has launched a campaign for Mahindra & Mahindra in Dhaka.

RC&M, the two decade old marketing company, has ventured into Bangladesh with Mahindra & Mahindra's 'Mileage ka Master' campaign. The brand plans to promote its tractors in the region and has partnered with RC&M to carry out below-the-line activities to engage with farmers there.

The campaign was executed in Dhaka, Rajshahi, Jessore, Dinajpur, Rangpur, Commilla, B Baria, Noakhali, Sylhet and other areas.

RC&M has opened an office in Dhaka with a team of 20 people and plans to specially target the rural areas in the country, which have high potential not yet tapped by many agencies.

RC&M forays into international market
Speaking about the development, Deepak Oberoi, CEO and director, RC&M, says, "Bangladesh is an upcoming market and there is a lot of demand for durables and consumables, which is growing at a fast pace. This is not just restricted to the urban areas but also reaches out to the rural markets. People in the rural areas want to align themselves with these brands."

He adds that experiential marketing is a new concept in these areas, so it is a nice experience for the agency as it evolves new ways for interaction.

Although RC&M's association with Mahindra & Mahindra has begun with the tractor and farm equipment category, it could also be extended to the automotive category. Also, the agency plans to approach clients in sectors such as telecom, FMCG and healthcare, to tap the high potential in these areas. RC&M will offer services in both static and kinetic media that will include experiential marketing, digital and out of home.

In India, RC&M currently has its offices in Pune, New Delhi and Mumbai and provides services such as brand launch, customer acquisition, sales channel development, CSR, market share, product seeding and sampling, among others. It has worked with several brands such as Phillips, Nokia, Airtel, Tata and Bajaj.

After Bangladesh, it plans to venture into Sri Lanka and Nepal, though plans for these countries are not finalised yet.