Brand Street India launches rural marketing unit, Rural Street

Integrated marketing agency Brand Street India has launched Rural Street, a new identity for its rural marketing branch. Rajesh Dogra has been tasked with the agency’s planning and implementation of rural projects nationally. After having run a few successful rural campaigns in the past for TVS Motor Company, Tata Motors, and TI Cycles, Brand Street India is all set to create new channels. 

With more than two decades of experience in planning and implementation at hand, Dogra has worked with the rural teams of Dentsu Aegis Network, Percept Out of Home, Dr. Jain’s Video on Wheels and more. 

Speaking about the new identity, Surendra Singh, National Head, Brand Street India, said, “Rural marketing has always been on our agenda; however we had to wait for the right time to see our growth path before making it a priority. Rural consumers are aspiring to purchase high quality products, therefore, we are optimistic about the growth of the country’s rural consumer markets. Now is the perfect time for us to allocate required dedication and resources towards it.” 

Commenting on the new division, Argha Sengupta, Business Director, Brand Street India, said, “There’s a little bit of rural in all of Brand Street India’s members. We have executed some good rural campaigns in the past and continue to do so, but our clients do not perceive us as a dedicated rural agency, yet. We are now building a dedicated rural team that will be headed by Rajesh Dogra. He is a very senior member in the rural domain and I am sure it will take the agency to greater heights in the rural markets.” 

Commenting on his association, Rajesh Dogra, Senior Manager, Rural Street, said, “The rural consumer is evolving, and they are increasingly changing their consumption patterns. I am glad that Brand Street India has chosen me to drive their rural initiatives as I will be able to utilise my extensive knowledge and experience to pioneer innovations that will take rural marketing to an altogether different horizon.” 

Currently, the agency is involved with the execution of a dealer-led advertising for a leading two-wheeler brand. They are reaching out to consumers in remote areas of Andhra Pradesh, Maharashtra and Orissa with promotional boards across kirana shops. 

Based out of Gurgaon, India with other branches in Bangalore, Mumbai and Chennai, Brand Street India aims to come out with five to seven rural campaigns by year end.