Strategic Activation

We help our clients in developing implementation/activation strategies on universal principles of Creation and Maintenance. We create a platform for concept building, product innovation and connect it with the rural hinterland in such a way that it remains in the minds of the consumers for long.

We do not just implement projects rather we passionately create a sustainable platform where both brands and end consumers can communicate with each other.

Our Differentiators

  • Creating innovative and sustainable platforms for consumer interactions, thus building long term brand-consumer relationship.
  • The only agency offering a complete activation package involving research, strategy, concept building and last mile distribution along with on-ground implementation.

 

Research Led Activation

Case I

Challenge/Problem: Countering Anemia among adolescent girls through food fortification

  • Creating an activation model focused on creating awareness about anemia at a broader level leading to behavior change
  • Create a last mile distribution channel for reaching fortified products to >2,000 population villages.

Our Approach: MART suggested a 3-step approach to achieve desired deliverables:

  • Creating mass awareness at relevant congregation platforms in shortest possible time, with the fusion of education and entertainment – ‘EDUTAINMENT’
  • Behavior change communication where the focus shifts to targeting individual households, which is not sporadic but at a continuum scale to ensure continuity.
  • Last mile distribution model to make the brands available to target audience in villages >2,000 population and linking to the company’s last leg of distribution system – ‘LAST MILE CONNECT’

Results/Solution

  • Significant change was observed in food habits of the adolescent girls.
  • Successful creation of mass awareness among the women and female children regarding anemic deficiency

Case II - Novartis - Arogya

Challenge/Problem: To understand health needs, behaviour and attitude towards medicine in low income markets

  • To create awareness about health brands
  •  Improve their reach and penetration
  • To make health services affordable and acceptable

Our Approach: The ‘Arogya Parivar’ initiative was launched with the help of MART as a pilot program in the north Indian state of Uttar Pradesh and the western state of Maharashtra.

Results/Solution: Arogya Parivar has built a healthy network of doctors, paramedics and pharmacists who share a similar mission and support the initiative.

  • 138 districts in UP, Maharashtra, MP, Bihar and Rajasthan are covered under this initiative, 12,000 patients have been treated so far in 1000 villages.
  • 12 million people (approx.) across 5 states have gained access to quality healthcare.

This model won the ‘Best long term rural marketing initiative’, the WOW 2008 Silver Award and Golden Peacock award 2008.

Conceptual Activation

Case I - HUL Project Shakti

Challenge/Problem: Unilever wanted to penetrate deeper to 1,000 to 2,000 population villages

Our Approach

  • Conceptualization, Pilot, national Rollout
  • Identification and selection of potential Shakti dealers from among SHGs
  • Capacity building of Shakti dealers to become entrepreneurs
  • Arranging finance from banks
  • Linking them to HUL distribution network

Entrepreneurial women were selected and appointed as Shakti dealers and were provided marketing training on handling prices, discounts, buying, selling, brand communication etc.

Results/Solution: 46,000 Shakti Dealers created, 20% of company’s rural sale now comes through this channel

Strategic Innovation

Case I – Ericsson Aamne Saamne

Challenge/Problem

  • Affordability-perceived and experienced acquisition cost of 3G technology is very high in low income markets of India
  • Awareness-very low awareness about applications of 3G and its benefits
  • Availability-of necessary equipments
  • Accessibility-due to network coverage (Only BSNL/MTNL is providing 3G services and network is available only in district towns and incidental coverage is less than 3-4 km from the tower)

Our Approach: MART followed three pronged approach to overcome these challenges and achieve the business objectives:
Research Strategy Pilot Implementation

  • Studied   the   profile   of   users   of   PCOs   and   tele-communication   usage   behavior (Research)
  • Designed  a  pilot  for  testing  and  assessing  video  telephony  for  the  low  income  masses (Strategy)
  • Demonstrated relevance and utility of video telephony to meet the emotional needs of masses and in the process generate a new business opportunity for PCO (Pilot Implementation)

Results/Solution: A total of 2,355 people contacted through this social campaign

  • Understanding the need for social communications even amongst the base of pyramid and its potential market
  • Pilot study proved that our suggested ‘Amne-Samne:3G video telephone booths’ business model fits the bill where a PCO owner needs to own a 3G phone to enable visual communication
Nikhil Sharma

Nikhil Sharma: You give him a prospective client and he will make sure the client gives a positive response; such is Nikhil’s commitment towards his work. Being an integral part of MART family since he joined in 2000 as a college fresher, Nikhil handles business development for the corporate sector and overall supervision of operational aspect of implementation projects.

Ravi Prakash Singh

Ravi Prakash Singh: Ravi has over 15 years of rich on ground experience. He is responsible for operational aspect of strategic Implementation team. He understands the true pulse of rural folklore and has implemented innovative business models like ‘Rasoi Ghar’ for HPCL, which won RMAI Gold Medal and Special Jury award in 2005. He was also instrumental for MART’s win of the WOW award in 2008 for project ‘Aarogya’ implemented for Novartis India.