Corporate identity standardisation programme now enters rural India

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.