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How to sell a car in rural India
Brand partnershipsLocal communitiesAutomotive industry (general)
Rural India accounts for as much as 40% of all passenger vehicles sold in the country, but there’s no one way to reach potential buyers, as the contrasting approaches of two leading automotive companies demonstrate.
The digital way
Mahindra & Mahindra has announced a partnership with CSC Grameen eStore, an initiative developed during the pandemic with Village Level Entrepreneurs (VLEs) the digital focal point for rural communities in 700,000 villages.
These VLEs will effectively become touchpoints for Mahindra & Mahindra, explaining product features and sharing purchase intent with the company that can then be followed up by authorised M&M dealers.
The hands-on way
Tata Motors, meanwhile, is taking a more traditional approach with its ‘Anubhav’ showroom on wheels. It will deploy more than 100 mobile showrooms across the country with the aim of enhancing brand awareness in rural India and offering a one-stop shop for potential buyers of its New Forever range, including test drives and financing.
Tata Motors believes this will make its vehicles more accessible while also reducing dependence on brick-and-mortar facilities.
Final thought idea
There’s no reason why both schemes shouldn’t work, but the KPIs and timescales will be different for each.
Sourced from The Hindu, Pitch [Image: Photo by Tatamotors.com]
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。