Eno targets rural consumers in latest campaign, Marketing & Advertising News, ET BrandEquity


Eno has taken on the dual challenge of reaching rural audiences in relatively dark areas for the media and establishing communication with rural consumers at heart with a new campaign.

The brand has launched a new digital campaign targeting users in the main rural markets of Bihar, Jharkhand, MP, Rajasthan, West Bengal and Orissa.

Village PINs obtained from India Postal data were mapped to the Indian census, then combined with internal key performance indicators to identify the right villages to target. These PIN codes were then shared with Facebook to map the size of the audience available on the platform, the company said in a press release.

New digital video ad is created specifically for rural consumers with key rural insight. In doing so, Eno aims to meet the core brand of establishing superiority over common home remedies and also expanding the creative platform ‘Gadbad Gadbad’. Watch the announcement here:

Anurita Chopra, Head of Marketing, GSK Consumer Healthcare, said: “Growing rural penetration is one of the key strategic tasks for Eno, one that most brands have struggled with due to the challenges inherent in traditional media. Our idea was to expand our rural reach using the power of 4G technology, into markets we had never experienced before. Engaging with rural audiences with relevant, localized content is a key pillar of the campaign. “

Conceptualized by Taproot Dentsu, the new TV and digital campaign highlights the pleasure of content on Facebook Watch …


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