Reliance Media World launches rural initiative

MUMBAI, INDIA: Reliance Media World Limited, announced on Tuesday, its extended arms to the rural India world through the launch of its business unit BIG Rural.

This division of Reliance Media World is the radio industry’s first attempt to reach out to rural markets and offer marketers activation solutions backed by radio support. A truly thought leadership initiative, BIG Rural will give brands inroads into lakhs of villages across the country, said a press release.

BIG Rural seeks to leverage the wide network of BIG 92.7 FM, which has 45 stations and presence in 52 cities in India. BIG 92.7 FM already covers over 10 per cent of the rural population of the country, which gives it access to rural consumers.

The current reach of BIG FM extends to over 52000 villages and 200 smaller towns, which are the engines of economic growth in the coming years. With the proposed Phase III roll out of FM Radio licensing, it is just further expected to expand to over 2, 50,000 villages across India.

Any rural operation requires efficient monitoring and with a wide network presence with in-house activation manpower dedicated to on ground activations BIG RURAL provides an edge with efficiency and better execution of projects.

BIG RURAL will offer clients the whole range of rural solutions from activation in villages, to activation of rural consumer aggregation points – Haats, Rural Melas, Rural Fairs etc. It would also create properties catering to the rural population which can become platforms for brands to market their products/services.

Rabe T. Iyer, business head – Allied Businesses said, “Given our already existent network through the radio platform of BIG 92.7 FM, BIG Rural offers unmatchable reach across India, reaching out to 52,000 villages with its very own local and trained personnel. With our vast network strength, holistic activations solutions and radio amplification, we offer Clients an edge over our competitors.”

He added that they have kick-started with key projects and look forward to capitalizing a huge market share with our unparalleled service and exclusive offerings. It is their endeavor to help clients by strategically reaching out to rural India, as they help enriching lives of the local populace, laying the foundation for a more evolved and urbanized rural India.