RC&M Delhi picked up five trophies and Ogilvy Outreach four at the first ever Rural Marketing Case Studies Awards held at the Leela Kempinski on Wednesday. The awards were hosted by the Rural Marketing Agencies Association of India (RMAAI)."The overall objective (of RMAAI) is to protect and promote rural marketing," said its President, Mr R.V. Rajan.
Among RC&M's five trophies were three golds. The agency won gold for Best Innovative Marketing Initiative for its Toofan case study for Mahindra & Mahindra. The same campaign earned it a gold for Implementation of the Year. RC&M also won for Most Effective Use of Event Marketing for Grameeno Ke Beech.
Ogilvy Outreach won gold in the Most Effective Use of Sales and Promotion and Point of Purchase category for Samajdhar Wheelawati. The agency's remaining three awards were silvers.
Other winners were MART, which was given a Special Jury Award for its HPCL Rasoi Ghar case study in addition to the gold it earned for Best Long-term Rural Marketing Initiative, and ICICI, which won for its No White Spaces Strategy case study in the Best Integrated Rural Marketing Campaign category.
In all, RMAAI received 52 entries in seven categories from 13 agencies and five clients. However, no awards were issued for the Most Effective Use of Direct Marketing (print) category. The awards were judged by Mr Harish Bijoor, Ms Rama Bijapurkar and Mr Sunil Alagh.
"I am extremely happy with the response today," Mr Rajan said. "Our target was 125 (delegates attending). We have achieved it. The quality of response was excellent in terms of entries as well."
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