The Rural Urban Divide

is IT Melting?A Paper submitted at FICCI Summit by Mr.R V Rajan, CMD, Anugrah Madison Advertising (P) Ltd., Chennai (Oct 1, 2004)

Turn the pages of any business newspaper and you will find one company or the other announcing its intention “to go rural”. Probe deeper and you will find that what they are actually talking about is going beyond the metros or big cities or at best going ‘up country’. The fact that the real ‘Rural India’ lives in over 6,00,000 villages, with different traditions and customs, languages and cultures varying from state to state and in many cases from district to district, is something most marketers are not ready to face. Even if they do, they are not ready to invest enough to make their brand click in such markets.

It is also known that communicating with such a diverse audience is the biggest challenge faced by the industry. Given the large number of languages and dialects involved, this diversity also necessitates understanding the mindset of the rural consumers, their hopes and fears, their aspirations and problems for every product category in each region, before a suitable communication strategy can be developed. This calls for specialized talents from each region, which is not easy to come by. Still, the problem needs to be addressed adequately and properly by every marketer aspiring to get a pie from the huge rural market.

Realizing that no single organization, however big it might be, can claim to be specialists in rural marketing / communication across the country, the idea for a Rural Network was conceived by a group of interested individuals.

The Rural Network
The Rural Network is an informal alliance of four leading Rural Marketing organizations consisting of Anugrah Madison, MART, Rural Relations and Sampark. It is a unique combination of regional and subject specialists. Anugrah Madison, based in South, specializes in Rural Communication with its in-house capability to mastermind rural campaigns in several languages; MART, based in Delhi, concentrates on Rural Research, Strategy and Distribution, and have to their credit several interesting projects which offer insights into several aspects of rural marketing; Rural Relations, based in Pune, has a huge database of opinion leaders in six states, and Sampark is an established Agency from Mumbai engaged in managing rural van operations and other rural events.

The basic objective of the Rural Network is to try and get clients who are looking for a national strategy in rural marketing and provide help in implementing such plans across different regions with the local expertise. As pioneers in the field, the Rural Network is also involved in educating clients about the intricacies of rural marketing so that they have a better understanding of the subject and also show appropriate appreciation in dealing with the problems faced by the rural marketing agencies. It is in this context that the Network has been organizing seminars, workshops and conferences in different regions, inviting specialists to share their knowledge and experiences. As part of these efforts, the Network organized a ‘Round Table’ recently to focus attention on one aspect of rural marketing.

Round Table Knowledge Series

The ‘Round Table’ is a part of a knowledge series started by the Network that will try to address specific issues (product, pricing, packaging, distribution, communication, etc.) in rural marketing. Each Round Table will deal with one issue and people with experiences in that particular area will share their knowledge through case study presentations. By very nature of the event, the number of participants in each Round Table will be restricted; the participants would come by invitation only.

The first such ‘Round Table’ on ‘Rural Communication’ organized by the Rural Network and co-sponsored by Hindustan Lever, a pioneer in rural marketing in the country, was held in Mumbai recently.

Why Rural Communication?
Even before there is a clear understanding of the Rural Communication challenges, a debate has been brewing in the market place about the need for different communication capsules aimed at urban and rural audiences. And this is particularly true of the television media, which does not distinguish between urban and rural categories. The success of the now famous Thanda matlab Coca Cola campaign, originally aimed at the upcountry market and highly successful in both urban and rural areas, has only added fuel to the debate. A few such examples from HLL and Colgate were also quoted to back the theory that the rural-urban divide is beginning to narrow. The question now in many marketers’ mind is: ‘Is the Rural-Urban divide melting?’

The Network, which has been championing the need for different strategies aimed at urban and rural markets decided to find out if the divide is really melting. Hence, the decision to hold a Round Table on the subject. The Network also decided to do a small study to find out the reality in the marketplace. The findings of this study were presented at the first Round Table meeting to kick off a debate on the subject. The study was designed by MART, Delhi and jointly conducted by Anugrah Madison who did field work in the South and the MART team in the North.

The Study Objective
This study was undertaken primarily to assess the comprehension, association, credibility and acceptability of TV Commercials, covering FMCG and consumer durables, targeted at both urban and rural audiences located in the North and South of India.
Parameters Tested
Each commercial chosen for the study was tested on the following parameters:

· Overall Comprehension
· Believability
· Association with the characters featured in the commercial
· Attraction and Acceptability
· Emotional involvement with the commercial

Respondents
A total of 60 respondents (equally divided into the two regions) who are regular TV viewers were chosen. All the respondents chosen were adults (in the age group of 18 to 50 years) of either sex and drawn from the Social Economic Class (SEC) A&B in the urban and SEC R1, R2 and R3 in the rural areas of the two regions. This was mainly to ensure that the respondents who were exposed to the commercials also had the means to buy the products featured. The 60 respondents were split – 40 from rural and 20 from the urban (between the regions).

Methodology
Four TV commercials already telecast on Indian TV channels (two from the category of FMCG and two from consumer durables) were chosen for the study. These commercials had already been telecast during prime time and exposed in the respective local language – Hindi in the North and Tamil in the South. Since the commercials were telecast in languages, it was assumed that the companies were aiming at both urban and rural audiences. The four chosen commercials were:

FMCG
1. Babool Toothpaste – a product from Balsara & Co., the spot featuring a young man undertaking a series of activities looking fresh all day.
2. Navaratna Hair Oil – featuring film stars Govinda and Ramba in a group dance.

Durables
3. Samsung Plano Digital Flat TV – from the house of Samsung, this commercial features a young estranged couple getting united because of the rays emanating from the TV.
4. Asian Paints Exterior Emulsion Paint – the now famous ‘Sunil Babu’ spot projecting durability of the paint over generations.
A typical commercial break on the television was simulated and after two exposures to the commercials, the responses were recorded for one FMCG brand and one durable brand from each respondent. The field work was carried out in Chennai city to represent Urban South. Villages of Thaiyur and Attur in Kanchipuram district and Arumbakkam in Tiruvallur district were chosen to represent Rural South.

Similarly, Delhi city was chosen to represent Urban North India. Villages of Aurangabad and Chandhaat in Faridabad district and Pali in Dadri Gautam Buddha Nagar district were chosen to represent the Rural North. Considering the nature of this study, the qualitative format was used. Due to the methodology adopted, the study findings are only indicative.

Findings
FMCG Brands
The overall understanding of both Babool and Navaratna commercials in both North and South among the urban audience was total. However when it came to rural, nearly half the audience responded that the spots were too fast and that they could not comprehend them. On the specific attributes of comprehension, believability, association with characters, attraction and acceptability and emotional involvement, the response from the rural audience and in some cases urban viewers for both Babool and Navaratna has been given below:
Babool
Comprehension
While “It is too quick, unable to understand” was the common refrain, some in the North comprehended the product as toothbrush / shaving cream. On the positive side, comments like “if we use the paste, the teeth will become white,” “you will be happy”, etc. were recorded.

Believability
A large no. of respondents found the spot unbelievable. “No one will dance simply for Tooth Paste”, was one comment. Some wondered, “what a dog was doing in a tooth Paste advt”. It was interesting to note that on the believability factor, even the urban viewers found the situation shown in the spot unconvincing. They also wondered what a baby and dog were doing in a toothpaste advertisement!.

Association with characters:

It was very interesting to note that both the urban and rural respondents found the characters, as shown in the film not very relevant to the product story. Though a few in the urban North felt “the young can associate with the character”, some in the rural areas also mentioned that the “characters are not presenting the information” and “we can understand only by seeing toothpaste, brush and the name Babool”.

Attraction and Acceptability
While both the urban and rural audience found the spot entertaining – “the song and dance is good, music is good” – the rural folk were disturbed by the presence of dog in the film. ‘Dancing with a dog?’ and ‘why is a dog coming in the toothpaste advt?’ were the questions asked by many respondents.

Table 1: Babool – Attraction and Acceptability
Urban Rural
Only music good The song and dance is good
Message not clear. Not explained properly I like the child. It is smiling nicely
Interesting and draws attention Entertaining and attractive. Subah Babool ki to din tumhara

Emotional Involvement

While the respondents in the South (both urban and rural) did not find any emotional connection, the viewers in the North said they ‘would like to feel fresh as the main character’.

Navratna Oil
Comprehension
While the comprehension was total in case of the urban audience in North and South and the Rural in North, the respondents from Rural South felt that the advertisement did not explain the use – ‘is it for bath or a hair oil’.

Believability
On the believability front, both urban and rural viewers found the spot difficult to believe and exaggerated.

The rural folk were more vocal. Their comments were: ‘If a person is suffering from body pain, he will not dance like this’ or ‘why should they dance, when they have a headache’
Association with character
Film star Govinda was identified by the viewers of urban North and South and even Rural North, but the Rural South did not recognize him. However, they recognized Ramba, well-known actress from the South, as heroine in the advertisement.

Attraction and Acceptability
There was a general acceptance of the spot by urban and rural viewers in the North as well as South. All of them also found the spot entertaining with “Thanda Thanda Cool Cool” driving home the point highlighted in the advertisement. In the Rural South they said, ‘The ice cubes and the music – it gives a chill feeling’

Table 2: Navaratna Oil – Attraction and Acceptability
Urban Rural
Good presentation Music is very good. It is nice to hear.
Good dance and music. The ice cubes and the music, it gives a chill feeling.

Entertaining. Thanda Thanda Cool Cool. Group dancers, for just and advt.
Govinda ka dance acha hai or gana bhi accha hai Entertaining attractive. Thanda thanda cool cool
Navaratna tel lagane se sardard dur hota hai

Emotional Involvement
While respondents from the urban and rural North as well as urban South found the spot interesting, the viewers in the rural South called it “Boring”. This directly leads to lack of interest and lack of involvement.

Consumer Durables
Like, in the case of FMCG brands, the overall understanding of both Samsung TV and Asian Paints commercials among the urban audience from both North and South was total, in the rural, a two-third of the viewers for Samsung TV and one-third for Asian Paints could not understand the spots.

On other specific attributes, the responses for the two brands were as follows:

Samsung TV
Comprehension
While the urban viewers seemed to have comprehended the essence of the advertisements, the spot went completely over the head of the rural audience in both North and South. Their comments varied from “unable to understand anything”, “don’t know what it talks about” to “why are the couple quarrelling initially?”

Believability
This advertisement suffered on the believability factor among the urban and rural respondents both. While the urban audience commented “unable to believe that the rays of the TV solve problems” and “in normal life it won’t happen”, the rural folk were categorical in stating “unbelievable advertisement” and “how can flowers come from TV?”

Association with Characters
Though the urban viewers had no problem in associating with the characters, some rural people were not sure whether the couple was a husband and wife or lovers. “It is for rich people” was the opinion of the rural folk.

Attraction and Acceptability
While the urban South liked the mood and graphics, the urban North found the spot ‘Boring’. They even said that the brand statement is not clear (jo kehana chahte hai, saaf saaf nahi kahte hain).

While the rural South thought that the product was not for them – ” only Chennai people can understand” and “it is only for educated, top people”, in the rural North, there was unanimity in stating that the advertisement was not interesting – pata nahi kis cheez ka advt. hai.
Table 3: Samsung TV – Attraction and Acceptability
Urban Rural
The rays from TV look good. Yes. The couple look attractive. I like the red flowers which come from the TV
The complete mood and acting is good Only Chennai people can understand the ad
The narration is good. It is only for educated top people
Boring. Brand statement recall poor Cannot understand. No interest.
Jo kahana chahte hai, saaf saaf nahi kahte Pata nahi kis cheez ka advt. hai

Emotional Involvement
While the response from both the urban North and South was positive on this factor, it was not so encouraging from the rural folk.

Asian Paints
Comprehension
This spot seemed to have scored very well among both the urban and rural viewers in the South. Comments from the urban viewers were, “the paint is durable even after many years” and “they have become old, but the house is still new”.

The rural South was even more categorical “Asian Paints keeps your house new always”, and “everyone will become old, but the house painted with Asian Paints will not become old”.

But there was some problem on this factor from both urban and rural North. While viewers in the rural North could not relate to “Sunil Babu”, some in the rural areas thought, it was an advertisement for a house.

Believability
While the advertisement scored very well on the “believability” factor among the urban audience, the rural folk had reservations. Comments varied from “a paint will remain for 2-3 years only, not for generations” or “this lady is very fat, but her face is not matching her features” to “why should the person on a motorcycle come to his friend’s house again and again?”

Association with Characters
While both urban and rural viewers in the South identified the characters well saying, “A person and his friend at different ages” and “it is so realistic”, there was some problem with both urban and rural North. The respondents in rural North were categorical in stating that they “cannot associate something meant for the urban people”.
Attraction and Acceptability
While both urban and rural South found the spot attractive, specific comments were “when he says “Pramadham” it sounds good” and “the friend’s character, I like very much” or “His acting is good.”

In the case of North, there were reservations from both urban and rural respondents. While the urban North viewers commented that anth mein Asian Paints nahin bolta, to pata nahin chalta, those in the rural North said they “cannot understand, no interest”.
Table 4 : Asian Paints – Attraction and Acceptability
Urban Rural
Mr. Chandru’s friend who comes on motorcycle is good Kalakare Chandru, Pramadham it has become very popular
When he says Pramadham, It sounds good The friend’s character. I like him very much. His acting is good.
Funny Wha Sunil Babu Badhiya hai The whole advt. is attractive
Anth mein asian paints nahin bolta to pata hi nahin chalta Cannot understand, no interest
Ghar, gadi aur aurat do dikhat hai
Emotional Involvement
While the urban South found the spot interesting, those in the North said it was “funny but the end is not clearly understood”. The rural viewers said it is “made for rich people”.

What do we learn from the Study?
While, by and large, the urban audience has a good comprehension of the commercials which they see on the TV, the same cannot be said of the rural viewers. A cross-section of the rural audience did not relate to the spots, and even if they had, there was doubt, fear or even strong views on the right and wrong of what was being shown.

It is very clear that rural folk find fast-paced films going over their head. They cannot be seduced by quickies, gimmicks or slick advertising. Similarly, they refuse to accept unrealistic situations or characters which are very often used by advertisers as a ‘creative license’ to enhance the impact of a spot (e.g. Samsung TV). In fact, they also get confused if unrelated characters appear in a film. (e.g. dog in the Babool film).

While the rural viewers like good entertaining films, they expect it to be also rational (man with headache will not dance as shown in Navaratna oil spot). Similarly, they do not relate to icons who are not from their region (e.g. Govinda in Navaratna spot).
Another highlight coming from the study is that what works in the North may not work in the South. This reinforces the need for region-specific communication while dealing with the rural audiences.

Conclusion

This small study indicates that the rural-urban divide is very much there and it will take sometime before the rural folk catch up with their urban counterparts in relation to the comprehension of TV commercials. Though it is generally believed that the top of the rural hierarchy consists of opinion leaders and educated village youth have the same understanding levels as the urban audience, their number is small. A large majority of the rural folk has a mindset that is different from the urban viewers and hence there is a need to tackle them differently. Marketers aiming to target their brand commercials to both urban and rural audiences will do well to pre-test the spots and that the spots communicate what is intended for the targeted viewers.