this case study was used by icicic bank in india while launching it self in rural market

1. ICICI Prudential Life Insurance Let’s go rural… An Ogilvy Action presentation

2. Recap

3. Brilliant!! 

11. Market selection

12. Ogilvy Radar Mining Tool

14. Bihar State The white line is the national boundary & the blue line is the state boundary

15. Adding the district boundaries The yellow lines are the district boundaries

16. Adding the tehsil boundaries The green lines are the tehsil boundaries & the white points are the tehsil towns

17. Adding highways The pink lines are the highways in Bihar. (The thicker lines are National highways & the thin lines are the state highways)

18. Adding the 1 lakh+ towns The red points are all the 1 lakh+ towns in Bihar

19. Adding villages & all towns The white points are all the villages & the red points are the feeder towns

20. Adding coverage information The white points are the villages we have not covered, the yellow points are villages that we have covered in the state & the red points are the feeder towns

21. Brand/Activity Information

23. Primary Census Abstract

25. Census Village Directory

26. Parameters

28. Village Retailer Names

31. Corridor Villages Total Villages: 1451

33. Remote Villages All 2K+ villages (not highway & >3Km from FT): 132

34. Media Channel Prioritisation What to do where

35. Final Selection White Points: Media Live Green Points: Remote Villages Red Points: Feeder Towns

37. Only the selected haat villages in the order of coverage. Villages falling off the route can be identified and removed from the route plan

60. Possible ways of Identifying a district Especially in the banking sector

65. However one more parameter can be considered here and that is the bankability index

70. The Idea

71. The Frame work

72. Savings v/s Investments Investment Savings Stable future Increase value or decrease expenses Status symbol Comforts Source of income Provision for contingencies Female child Land / home Consumer durable ownership Vehicles ownership House renovation Shop / equipment Daily collection Post office schemes NSC LIC Your take on savings vs investment? Investment / Saving Intent / Trigger Avenues

81. Has the Rural Consumer Changed? Lets look at some indicators

82. Changing trends in rural Some indicators Perceive changing attitudes

84. Mobile repair shops

93. Emphasis on English in rural schools ??

95. DTH – Tata Sky, IGO, LG

97. Rural India on internet?

100. Creative Strategy

101. C oncep t

102. An Unwise Saying: t he traditional village.. where life stands still waiting……..

104. t he winds of change approach.. sounding the drums of tomorrow, t oda y !

105. wake up to new worl d …

108. A Wise Saying: B adli Zarooratein, B adle Khwaab B adli Duniya, B adle Aap ,

110. What have we done?

112. C ampaign D esign

117. While LIC gives you security only (Savings), I give you more (Investment)

118. Ideas depend on the mediums chosen to communicate

120. Highway/ Road Haat (Weekly Market) Feeder Town Dhaba Large Village Small Village Tracking the Movement of the TG

122. F loat

125. W all painting

133. M ela

137. Haat

138. R ailway crossing

139. f ilm

140. w e have thought of 3 story for the film which will be played simultaneously and each story depicts two endings .

141. { Story -1 } Film opens inside a house we see a family of four a man, his wife, 8 year old girl and a newborn baby. They all are watching television, in which a news correspondent comes to read news. The girl gets up holds a comb and starts reading the news as the correspondent reads. Cut to family smiling and appreciating her act. Cut to we see man’s picture on a wall with a ‘mala’ on it. Cut to we see people standing on the door asking for the money that is due on this family. Now we see wife crying and girl looking at her. Shot of both wife and daughter doing household work in a house Slow dissolve Now the film starts again and we see the same family of four a man, his wife, 8-year-old girl and a newborn baby. They all are watching television, in which a news correspondent comes to read news. The girl gets up holds a comb and starts reading the news as the correspondent reads. Cut to family smiling and appreciating her act. Cut to we see man’s picture on a wall with a ‘mala’ on it. Cut to we see people standing on the door asking for the money that is due on this family. Now we see wife about to break down just then a guy enters wearing a ICICI Prudential Life Insurance shirt, he comes and hands over a check of 5,00,000 Rs. Now we see people going out happily counting money. Now we see that same girl reading news on television. Cut to wife and daughter looking at the news with a smile on there face. Cut to on a split screen on one side is wife and daughter working in a house while on the other side is girl reading news on television.

142. VO: B adli Zarooratein, B adle Khwaab, B adli Duniya, B adle Aap . Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’

143. { Story -2 } Film opens on a middle aged man, it’s early in the morning he walks into a cattle farm fills water in the tank, feeds cattle’s, sells milk, works in the farm, works in a kirana shop. He does lots of work with transition of time. One day he walks to his house holding tickets. He shows it to his family and tells them “Hum sab ghumne jaa rahe hain… shehar” everybody is excited and happy. Slow dissolve Cut to same story a middle aged man, it’s early in the morning he walks into a cattle farm fills water in the tank, feeds cattle’s, sales milk, works in the farm, works in a kirana shop. He does lots of work with transition of time. One day he walks to his house holding tickets. He shows it to his family and tells them “Hum sab ghumne jaa rahe hain… Videsh” everybody is excited and happy. Cut to on a split screen on one side we see him getting into a train with his family. While in the other one, we see him outside an airport with his family.

144. VO: B adli Zarooratein, B adle Khwaab, B adli Duniya, B adle Aap . Cut to the family standing outside airport that reads ‘Antar rashtriye hawai adda’. Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’

145. { Story -3 } Film opens on an 18-year-old girl doing household work like cutting vegetables, cooking, cleaning house and studying. One-day one boy from a below middle class family comes to her house with his family and then she gets married to him. Then she leaves her parents house with her husband ‘Vidai’. She leaves home with her husband in a bullock cart. Slow dissolve Cut to same film an 18-year-old girl doing household work like cutting vegetables, cooking, cleaning house and studying. One-day one boy from above middle class family comes to her house with his family and then she gets married to him. Then she leaves her parents house with her husband ‘Vidai’. She leaves home with her husband in a car. Cut to on a split screen on one side we see her on a bullock cart. While in the other one, we see her in a car. .

146. VO: B adli Zarooratein, B adle Khwaab, B adli Duniya, B adle Aap . Cut to her mom and dad smiling and with satisfying looks on their face. Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’

148. Recruiting the Agents

150. Cable Operator

154. Target Audience Existing Cable Operators New Cable Operators

158. Building Credentials

159. The Demo-Kit

160. Activation - Launch Strategy

161. Mass Influence Programs But how can we bring about trust and credibility Awareness TOM Static Localized Agent Credentials Building Trust Interactive Events Frequency builders Sustenance Haats, Mandis & Feeder towns Religious Festivals Mela’s

162. But how can we bring about trust and credibility Awareness TOM Static Localized

163. Village Level Visibility

164. But how can we bring about trust and credibility Agent Credentials Building Trust Interactive Events

170. Agent’s house

171. But how can we bring about trust and credibility Frequency builders Sustenance Haats, Mandis & Feeder towns

173. Employment for People from nearby villages

180. Railway Crossing Branding

181. Branding Modes of Transport

182. Brand Modes of Transport

183. Mass Influence Programs But how can we bring about trust and credibility Religious Festivals Mela’s

184. Activating Haats Last year alone we activated more then 3,000 haats with different brands through Multiple Exposures

186. Haat in a ground

187. Haat by the road/street

188. Haat

189. Registration – Database Registration – Database

190. Brief on Policies using Visual Aids

191. Interactive Brand Communication Tools

192. Introduction of the ICICI Prudential Local Agent

193. Health – Check

194. Visibility @ the Haat

195. Birds-eye view of a Haat

196. Haat in a ground

199. Activating Mela’s

202. Every Mela offers unique Opportunities

208. Branded Stall Wall Paintings Transport branding Welcome Arches Stilt Walker Wall Paintings Uniformed Communicators Magician Hoardings Pole Kiosks Mela Options

209. Media planning

213. Thank You