Reaching the Unreachable
One hundred million Hindus descend on Allahabad once every twelve years for Maha Kumbh Mela, the largest gathering of religious pilgrims in the world.
Samir Gupte and I collaborated in writing this article for Fast Company about ‘Reaching the Unreachable’, as part of Ogilvy’s Content + Pervasive Creativity channel on Co.Create.
Great insights on rural marketing and the reaching those untouched by media, all from Samir, of course.
“One way to make content that’s impossible to miss? Make the message the medium. Put another way: Make it something you can eat.
For marketers pondering content options, India can be a vexing place. There are 700 million people sprawled across 600,000 rural villages, only 46 percent of whom have access to TV—and that’s on a good day. Regular power outages can last three or four days at a stretch...”
