News

Mindshare and OgilvyAction partner to design rural marketing solutions

Singapore, May 15, 2013 – Mindshare and OgilvyAction have come together to create the first full suite of communication solutions aimed at rural and low-income consumers across Asian markets. Operations are being carried out across India, Vietnam, Indonesia and Thailand.

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

The framework for approaching this large-scale communications plan is mapped out in six
steps. The first four steps cover groundwork and rural research using Mindshare proprietary
tools. These tools include task maps, ethnographic studies, brand health parameters and 3D
Rural. 3D is a proprietary Mindshare tool – it is a comprehensive quantitative study that
covers brand relationships, consumer demographics and media consumption.
The last two steps focus on activation and campaign tracking. Mindshare developed tools
including Rural GRPs (a system that captures rural TV viewership as opposed to the
popularly used people meter in urban areas), mAllocator (allocates budgets based on
campaign KPIs), Mindware (measures brand awareness) will be used to closely monitor the
campaign.

In India, Mindshare and OgilvyAction presently partner with Dialogue Factory (the experiential
marketing division of GroupM) to provide a full suite of communication solutions targeted at
rural and low-income consumers. This includes strategy, ideas and activation through
customized communication programs.

Ashutosh Srivastava, chairman, Asia Pacific and CEO for Emerging Markets of 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 lowincome
consumers and deliver breakthrough media innovation and activation.

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

This partnership has been launched across ASEAN with activation and planning solutions
being provided for select clients already. This includes fully realized rural specific research
expected to be available in the next six months across all ASEAN markets.