Dentsu Aegis Network recently announced the restructuring of its rural marketing division under its shopper marketing agency, Hyperspace. This development has come in the light of opening avenues for brands to create a shopper experience in the emerging markets.
Keshav Chandorkar, who was heading the rural division under Fountainhead Entertainment, will continue to lead this new operation as Vice President – Rural Division, Hyperspace, along with his original team. Chandorkar has 24 years of experience in activation, rural marketing and strategy planning.
“Retail is facing headwinds, particularly in rural areas because the consumers in these markets witness the premium retail experience through mobile connectivity today. Moreover, with the increase in the purchasing power of the consumers, the disparity between urban and rural India is reducing manifold. As leaders in the industry, we are committed to reviewing the market, pick out the gaps and do the needful. We are positive that this recent rejig will be beneficial to the fast-evolving consumers,” said Chandorkar.
The division positions itself as a 360-degree solution provider to brands, with an in-house capability of conceptualisation as well as seamless on-ground activation across the country.
Speaking on the restructuring strategy, Haresh Nayak, Group MD, Posterscope - South Asia, said, “Hyperspace being in the industry for 10 years now, having an experience of working with more than 200 + clients, rural marketing was a natural extension. The agency has had a fair presence in the smaller markets but given the scope that still more than 90% retail takes place in the physical space, our rural marketing services will only help our clients to reach in deeper markets. As a brand we are chasing multiple priorities at the same time, so even as the company expands, we will stay agile and we will continue to discover the new preferences of our clients and consumers.”