What is new , I often ask my friends in rural advertising and marketing space. With all the the enthusiasm what boils down is that there is a Van with few men running around with flip chart or an engagement tool. Phew!!! what is NEW I had asked.
Why innovation does not find a chance in rural plan? When the objective is not "effective reach" but "cost effective reach", innovation is bound to take a back seat. What surprises me more that brand imagery is of no or very little consideration. Will a brand allow a few thousand rupees graphic film to be run on prime time television. The brand that spends tons of rupees creating a TVC suddenly can not find few thousand rupees to stitch communication together. There is cost saving on every head, promoter salary, his daily cost, village cost.
if saving costs becomes the brief, it stops the brain to think new. Last month when I visited my village I found boys from my NGO using a mobike TV display system. My first question to them was why audio visual? We need to sell concept of tele medicine, how a doctor sees a patient through computer internet, as this can not be better explained by any other medium, prompt came the reply. Why this assembly on motorcycle? Cost is the last thing, we are using a LED screen that is visible in day light, An audio attachment amplifies sound and works as public address system. This can go in lanes, basti, bazaar where four wheelers can not.
ok understood, what next I asked? We are trying to see if we can run this with bike battery or at least use the same charging circuit to charge the battery when show is not on and we are driving. A solar plate may be can also help. This will be mounted on a moped finally. there is already just the audio unit for places you do not need video. how about the back pack ..
To innovate has a simple process, just list down every thing that comes as solution and then promise your self not use any of those. Innovate for two reasons, efficiency and novelty. Rural communication does not mean poor or shabby. Well tiles, water pump(non peal-able) stickers, bi-scopes, community radios and many more came by that very simple thought. Leave the old stuff come innovate.
Why innovation does not find a chance in rural plan? When the objective is not "effective reach" but "cost effective reach", innovation is bound to take a back seat. What surprises me more that brand imagery is of no or very little consideration. Will a brand allow a few thousand rupees graphic film to be run on prime time television. The brand that spends tons of rupees creating a TVC suddenly can not find few thousand rupees to stitch communication together. There is cost saving on every head, promoter salary, his daily cost, village cost.
if saving costs becomes the brief, it stops the brain to think new. Last month when I visited my village I found boys from my NGO using a mobike TV display system. My first question to them was why audio visual? We need to sell concept of tele medicine, how a doctor sees a patient through computer internet, as this can not be better explained by any other medium, prompt came the reply. Why this assembly on motorcycle? Cost is the last thing, we are using a LED screen that is visible in day light, An audio attachment amplifies sound and works as public address system. This can go in lanes, basti, bazaar where four wheelers can not.
To innovate has a simple process, just list down every thing that comes as solution and then promise your self not use any of those. Innovate for two reasons, efficiency and novelty. Rural communication does not mean poor or shabby. Well tiles, water pump(non peal-able) stickers, bi-scopes, community radios and many more came by that very simple thought. Leave the old stuff come innovate.
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