Marketers are trying to make Mela Marketing work in Rural India

It is said that if one wants to feel the soul of India, then one has to visit the rural India. Yes, the true colors of fun, celebration and hospitality are there in the villages and towns of interiors. Undoubtedly, the country has made immense progress in last three decades, and it is one of the strongest economies in the world; still the real flair can be sensed in the villages. Marketing experts say that the Indian rural market has an immense potential. No wonder, marketing gurus design strategies specifically targeted towards the rural market. Mela is an integral part of the rural culture. It is not just an occasion for people to assemble and enjoy, but also an event of cultural amalgamation and exchange. From centuries, Melas are considered an important element of social interaction. Right from the small melas organized in every village where the center of the attraction is some religious place, big events like Kumbh Melas; everything plays a critical role in making people together. Why does Mela Marketing work in the country? As per marketing experts like Vritti Media, three pivotal elements make Melas the right place for marketing products and services:

• A big gathering: Whether it is a local mela event or Kumbh Melas, a big crowd is guaranteed. No wonder, it is a great opportunity for marketing geeks to showcase products or services. Researches and studies confirm that marketing campaigns launched during big mela events have become overwhelmingly successful in the past.
• People come with the mindset of purchase: Except the huge religious events like Kumbh Melas that are religious events, all small melas are social and commercial events. They are organized after harvesting usually. Hence, farmers and villagers have sufficient money to spend.
• It is cost-effective marketing strategy: Though a company has to market products and services at multiple places, still Mela Marketing is relatively inexpensive than others. Infrastructure and advertizing costs in the melas are quite low and companies find it financially viable.

A small mela in the adjacent ground of a tiny village is one of the most charming events for the local residents. They wait eagerly for the whole year and want to get the best fun there. For marketing companies like Vrittii Media, it is a gala time to reap as much business as possible. It is the reason; mela marketing is one of the best strategies today.

Rajesh radhakrishnan is the author of this article on