CASE STUDY · 07 · FMCG · BTL · RURAL · OOH
Buses, trains, vans and walls. A mass-market FMCG across India.
Multi-state
rollout
Tier 2/3
corridors
Transit + Rural + OOH
integrated
The brief
A mass-market FMCG brand needed sustained, low-CPM brand visibility across the Tier 2 and Tier 3 corridors where its volume actually sits — places where television is on but mall activations don't pay back. The brief: build a pan-India BTL and OOH execution that delivered consistent saliency across transit (state transport buses, intercity trains, vans), rural retail (wall painting, shop branding) and OOH (hoardings on intercity roads and in district headquarters).
What we did
We ran a four-layer execution. Transit branding placed back-panel ads on state transport corporation buses across Rajasthan and other states, with full-vehicle wraps on van fleets and selective rake-side ads on long-distance trains for mela and festival corridors. Rural wall painting — the most under-rated medium in Indian marketing — was deployed across rural shop shutters, gable ends and main-street walls, painted by hand by local crews in the brand's category colours so the visibility compounded across every street the consumer walked down. Hoardings ran on intercity corridors and at district headquarters; site recces, photo evidence and visibility scores were tracked monthly. The whole execution was managed by a central operations team with daily geo-tagged compliance reports.
On the ground
The numbers
Why it worked
Mass-market FMCG distribution in India is won in the catchment, not the metro. A wall painting that a consumer walks past four times a day for six months is a cheaper, harder-working medium than almost any digital ad. The same logic applies to back-panel bus branding on the routes their target uses to commute. We treat rural and transit BTL as an actual measurable medium — daily compliance reports, monthly visibility scoring, post-flight audits — not as a checkbox at the bottom of the media plan.
Brand name withheld under confidentiality. Reference available on request under NDA.
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