Rural videos

When rural FMCG campaigns started, In mid 80's a company called Video on Wheels (VOW) used to carry a back projection screen with audio system. It used to play feature films  interspaced with short videos of brands and services. Later the format was taken to big screens. Government has a department called Department of field publicity doing the job for them. Those days video had just entered India and even technology was in growing stage. Three RGB lamps needed calibration and not fit for rough transportation. Films where made on 35 or 16mm and converted into video by telecine.

Even then we used to write films keeping rural audience in mind. Rural set up, simplicity and narratives. A lot of these films were folk based songs as people could relate it better. Demonstrations were always an integral part of these films.

Even now many rural films are done with demonstration and urban concepts weaved in local or folk lingo. Most of the consumers are exposed of so called urban communication but when explained in their own context.

moving from rural videos there have been some commercials or TVC targeted towards rural consumers. One of my favorites is that of Enfield bullet, in kawali form. Many popular brands also were crafted to fit into both urban and rural markets and were very famous in their own time. The punjabi version of coke ad Which was not on pricing but same as urban communication (thanda matlab )did fairly well in both markets

Do let us know if you have done or used some films like these. Rural videos demo films are still being made as Audio visual ensures reproduction of the wanted communication as desired as against a promoter reading a script.