Reliance Media World Ltd has launched a new rural marketing initiative with the formation of Big Rural to tap rural markets.
With this new division in place, the company that owns 'Big'-branded FM radio stations, says it is geared to explore the potential of rural marketsto provide brand activation through on-ground events supported by radio, says Rabe T Iyer, business head, allied businesses, Reliance Media.
''With the support of our network of 45 FM stations, Big Rural through radio amplification would offer an edge to its clients with better reach to over 52,000 villages across the country, accounting for over 10 per cent of the country's rural population,'' he says.
According to Iyer, the division already has clients such as ICICI Bank, Tafe Tractors and Eicher Tractors.
With the proposed Phase III roll-out of FM Radio licensing, Big FM is expected to more than double its radio network to over 2.5 lakh villages in the country.
Big Rural would target farm products such as seeds, pesticides, tractors, telecom, FMCG, banking and financial services brands and others seeking inroads into rural markets
Big 92.7 FM, had re-designated Rabe T Iyer as business head for its allied businesses in October this year. Iyer was appointed to look at the strategic business units (SBUs) such as Big Reach, Big Live, Big Digital, Big Events and the new entrant, Big Rural.
Iyer has about 15 years of experience in media, advertising and communication. He began his career in the selling space before taking up media planning at Enterprise.