Exclusive | Striving to create positive value & ROI: RC&M's Priya Monga

Leading experiential marketing company, RC&M has come up really well in recent years doing commendable work for leading companies like M&M, TVS, Airtel, Nokia etc. the reason why it has been able to stand out among the crowd is because it offers integrated marketing opportunities to companies that are a blend of dynamic, static activations and direct marketing to close on enquires generated by activation. RC&M’s marketing programmes are driven by interactive campaigns that attempt to engage customers and initiate dialogues, enticing customers to draw closer to the brand and build long-term associations.

Commenting on the RC&M’s work in experiential marketing, Priya Monga, Business Head says, “in BTL as its normally referred to clients come closer to the audience and provide ample experience of the product and this also supplements the visibility and brand recall. BTL goes hand in hand with ATL or advertising activities.” She was talking to Adgully.

The company has in particular done good BTL activities in the rural marketing space and for this it has won several accolades. The latest in this category is the Rural Marketing Association of India (RMAI) RMAI Corporate Awards wherein RC&M won gold for their campaign Mahindra Samriddhi India Agri Awards in the category of Best Integrated Initiative using ATL/BTL – Durables.

The client - Mahindra & Mahindra had asked to present the brand as something beyond tractors and position it as a brand for 'Samriddhi' - Farm Tech Prosperity. Avers Monga, “the campaigns focused on the progress in the rural sector. The approach was to enable the prosperity of the farmers and reflect upon how brands connect with the rural masses, especially rural youth today. It was interesting to see how technology drives markets and brands in the current scenario and how initiatives taken today can make a remarkable change in the future of rural India. Our campaigns correctly imbibe the communication tools and channels to reach out to the target audiences in the most result oriented way.”

She believes RC&M has been a recognition of consistent good work of RC&M and would
serve as the motivation to innovate more. However whilc making campaigns for the clients, the intention is not to win awards all the time. Says Monga,”we always strive to get value for the client and deliver positive return on investments. Awards are the by-product of good work, appreciation by the target audience at the field and the client and stake holders at the office.” 

As for the future prospects going forward, Monga feels there are specific segments of the industry which will play a greater role. She adds,” Education, IT, Pharma , Automobile & Consumer Durables would definitely have a greater role to play in the future as there is lot of unexplored potential in these industries, particularly keeping the huge rural India in mind, which in itself is much unexplored.”

The company has done a lot of good campaigns in the past. It now has its own conceived and created property called “Graminon Ke Beech” alias GKB. It is a property participated by multiple clients which is spread in multiple states simultaneously. This property will be revived in the coming year after been put on hold for two years as the clients had been looking and focusing more on the individual, solo region and brand specific campaigns  to capture the complete un-diverted attention of the target audience.