MUMBAI: Reliance Media World Ltd.,offering an integrated platform of offerings, activates the rural foray of its division BIG Live to host a reach and awareness furthering exercise for Mahindra Tractors with a property that has been aptly titled Mahindra Tractors Mileage se music tak…. The campaign which has only just launched will culminate at the end of the month and will cover villages across the 6 high cities of Uttar Pradesh – Allahabad, Aligarh, Barielly, Agra, Kanpur and Jhansi.
With a clear objective to reach out to progressive and new generation farmers, BIG Live is hosting interesting, innovative and highly interactive on ground events which include taking the tractor to high footfall areas, gathering the farmers to get a first hand experience of the product and interact with them about their culture, food, technological advancements and much more. While the on ground proves to be an excellent experience point, it is the amplification on air which clearly sets BIG Live’s rural activation division apart from any other activation agency. The interactions with the farmers, song requests, special humor capsules and much more are played on air exclusively for the farmers in the adjoining areas.
Speaking about the innovation, Vineet Mittal, Business Head BIG Live, Rural said, Understanding Mahindra’s requirement in various rural markets and offering a holistic plan while reaching out to progressive farmers through amplification on radio coupled with innovative on-ground activations, and ensuring a localized monitoring mechanism, is what sets us apart from the rest. The business potential of activations is large but largely untapped. Our integrated solutions promises to help brands like Mahindra reach out to larger audience and offer clients various platforms to be able to reach out to the consumer….
Speaking about the development Mr. Sanjeev Goyle, Sr. VP Marketing & AppliTrac, Farm Equipment Sector, M&M Ltd. said Today, Mahindra Tractors is a name synonymous with rural India which is a result of our continuous focus on innovation and lowering operating costs, enabling farmers to depend on factors besides just monsoon. Through our partnership with 92.7 BIG FM, we want to maximize our reach to rural India and the farmer community; hence, we have launched Mahindra Tractors Mileage se Music Tak…, in which a mobile studio mounted on a trolley would be pulled by a Mahindra tractor This unit will be taken across the farmland in the state of UP so that we can wish our customers & farmers at large the very best for a great crop in the coming season….