Mindshare partners OgilvyAction for rural market solutions

Mindshare and OgilvyAction have come together to create a suite of communication solutions targeting rural and low-income consumers across Asian markets. The duo will carry out operations across India, Vietnam, Indonesia and Thailand.

Under this partnership, Mindshare will be responsible for strategy and OgilvyAction will work on activation.

In India, Mindshare and OgilvyAction presently partner with Dialogue Factory, the experiential marketing division of GroupM, to provide communication solutions targeted at rural and low-income consumers.

The framework for the partnership has been mapped out in six steps. The first four cover groundwork and rural research. These tools include task maps, ethnographic studies, brand health parameters and 3D Rural (a quantitative study that covers brand relationships, consumer demographics and media consumption).

The final two focus on activation and campaign tracking. Mindshare tools including rural GRPs (a system that captures rural TV viewership), mAllocator (allocates budgets based on campaign KPIs) and Mindware (measures brand awareness) will be used to closely monitor the campaign.

Ashutosh Srivastava, chairman, Asia Pacific and CEO, emerging markets, Mindshare, said, “This is an extension of our partnership with Ogilvy into one of the most promising growth engines. It is relevant to all our stakeholders who want to leverage insights on low income consumers and deliver breakthrough media innovation and activation.”

John Goodman, president, OgilvyAction Asia Pacific, added, “We know low-tier consumers are an increasingly important segment for our clients and we are thrilled to partner with Mindshare on this endeavour.”