Corporate identity standardisation programme now enters rural India
Just as signs of food-chains like McDonald’s
and Nirula’s look the same everywhere,
so do the signs of banks like ICICI, HDFC,
etc. In this race for standardisation,
the rural areas were practically ignored, but
not anymore. The concept of corporate
identity standardisation programme is
now applicable in rural areas as well.
There is a big boom in the retail industry and
bigger brands are focussing on creating
awareness for
their brands, even
in rural areas. In
an attempt to give
some character to
the brand Tata
Shaktee, Tata and
Ads Advertising
have revamped
33 retail outlets in far-off rural areas, with 11
in East, two in South and 20 in North India.
“The idea is to ensure that the feel is same
across all the outlets. We have revamped the
complete outlet, right from the frontage to
the backdrops, including furniture such as
racks, chairs, tables, pin boards, etc. The
basic elements in each outlet remains
the same, though sizes of the signs may
vary,” told Ajay Dhawan, founder, Ads
Advertising Pvt Ltd.
“We have tried to add colours to the
mundane outlets. The mindset of the
people living in rural areas is changing and
they are appreciating the efforts. These
outlets have become more accessible, even
for the women folk as they have become
bright and vibrant,” added Atul Rai, chief
executive, Zebras, a sister concern of Ads
Advertising.
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