Amar Ujala makes big foray into rural marketing with 'Viraat Kisan Mela'


Print media company, Amar Ujala, has decided to make a big foray into Rural Events & Activation, a business domain which is gaining significant attention from the corporate brands across the country. While the business potential of India’s huge rural & semi-urban geography is never in doubt, the hurdles in the form of logistics constraints, high cost of delivery and lack of effective communication often dissuade a brand to walk the extra mile.

Amar Ujala has decided to bridge the last-mile gap between the corporate sector and progressive farmers through a series of planned initiatives, starting with the event “Viraat Kisan Mela” in 4 key agri-centric locations of Western Uttar Pradesh – Baraut (18-19-20 Feb), Muzaffarnagar (22-23-24 Feb), Shaharanpur (26-27-28 Feb) & Bulandshahar (2-3-4 Mar).

Amar Ujala has a specialized Events & Activation business unit – ‘Touch Point’, which will handle the entire event.

Mr. Rajul Masheshwari, MD, Amar Ujala Publications Ltd. (AUPL), while sharing the core thinking behind this foray into rural events & activation said, “Amar Ujala is not just a newspaper. It is also a change agent. We are committed to improve the life of millions of our readers, by offering the right mix of Infotainment and Engagement. We can add significant value to their lives, by co-creating a knowledge platform, with leading corporate houses & government agencies.  Through this kind of initiatives, we want to bring ‘India’ closer to ‘Bharat’. And we are overwhelmed by the response from corporate India in supporting our engagement programs.”

“Viraat Kisan Mela” is an initiative where corporate brands, governmental departments, agri-based services get the chance to engage with thousands of affluent farmers, agri-professionals, rural traders, village-level retailers, youth & other key social communities.

The 3-day event in 4 Towns will have the participation from a wide range of brands – from Agricultural Industry, FMCG, Consumer Durables, Industrial Machinery, Automobile, Telecom to Government Departments, Public Institutions and PSUs.

A major Farmer Participation Drive will be undertaken in 100+ villages in each location, through a customized event tableau plus invitation to Gram Panchayats, Tehsil Offices & District Authorities. All the major farmer cooperatives & community bodies in neighborhood will be invited to attend the event.

“Viraat Kisan Mela” will focus on sharing the relevant Infotainment & Communication to the farmers through workshops, advisory sessions, live demo programs etc. A large number of brands will unveil and promote their products and services among the thousands of affluent farmers, who will visit the event. A major attraction for the farmers will be the Kushthi & Kadabbi competition.

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