Βι¶ΉΤΌΕΔ
takes a marketing roadshow to rural India
 Βι¶ΉΤΌΕΔ
World Service is mounting its biggest ever meet the people campaign
in rural India.
Voice
of the People launched today (Wednesday 4 February) in Lucknow,
capital of Uttar Pradesh state, will visit 40 locations across the
states of Uttar Pradesh and Bihar, in Northern India,
in February and March.
The
travelling radio show features presenters from Βι¶ΉΤΌΕΔ Hindi's
popular morning and evening programmes - Aaj Ke Din and Aaj
Kal - and encourages debate, much of which will be broadcast
on Βι¶ΉΤΌΕΔ Hindi and can be heard on .
Many
of Βι¶ΉΤΌΕΔ Hindi's millions of listeners live in the poorer parts of
India.Μύ While the Βι¶ΉΤΌΕΔ is popular, many do not know where to
find us on their radio.
Alan
Booth, Controller of Βι¶ΉΤΌΕΔ World Service MC&A, explained: "People
look on us as authoritative, truthful and reliable. But we also
need to present people with the faces of the Βι¶ΉΤΌΕΔ in India.
"This
campaign will do just that as it features the people who make the
programmes, encourages the audience to take part and ensures they
know how to tune in."
Βι¶ΉΤΌΕΔ
World Service Marketing Communications & Audiences (MC&A)
used the Mumbai-based specialist Indian outreach agency Linterland
Rural Initiatives (part of the Lintas Group) to develop the roadshow.Μύ
The
brief was to re-launch and reposition Βι¶ΉΤΌΕΔ Hindi as contemporary,
relevant and inspiring, to connect and engage with the target audience
and to increase listening.
The
roadshow focuses on Hindi speakers who hold aspirations either for
themselves or for their children, who have limited access to news
choices, who use radio for most of their news and are looking for
news and information they can trust, from India and beyond.
Μύ
Linterland's work included developing eye-catching imagery and advertising
aimed at a largely illiterate population.
It
traded on the custom of individuals reading daily newspapers avidly
and sharing the information.
It
has tactically placed more than 150 advertising insertions from
January to June promoting the strapline, "Connects you to the
world".
Linterland
has also launched a static media campaign with hoardings and tin
plates in the towns promoting Βι¶ΉΤΌΕΔ Hindi and the strapline, "If
you listen, you'll understand".
Delhi-based
Genesis Public Relations Pvt. Ltd is handing the Voice of the People
roadshow PR.
Notes to Editors
Βι¶ΉΤΌΕΔ
World Service broadcasts programmes around the world in 43 languages
and is available on radio and online.
It
has a global audience of 150 million listeners.
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