MUMBAI, India—OgilvyInteractive Worldwide and Ogilvy Outreach are developing and placing content on computers for Hindustan Lever Ltd’s (HLL) new project ‘i-Shakti’, according to an article in the Indian Financial Express.
On Ogilvy’s new initiative, says OgilvyInteractive head Sandeep Joseph: “We are developing content for ‘i-Shakti kiosks’ which are located at key rural areas to start with. The objective behind the move is to empower rural self-help communities by using modern technology.”
The pilot program is at select rural areas across the country. Currently there are 15 i-Shakti kiosks which house computers in key rural areas in India, says HLL marketing manager Sharad Dhall.
“We plan to extend the number to 1,000 kiosks by the end of 2004. At these kiosks, we keep computers which house information on varied subjects starting from agriculture to health and education,” he adds.
Prior to the launch of i-Shakti, HLL carried out an extensive research in states like Andhra Pradesh. The objective of the survey was to know the exact needs of the rural audience, says Dhall. “After understanding the needs of the rural folk, we have provided a host of information at i-Shakti kiosks to meet the growing demands of people,” he adds.
“Using text-to-voice techniques, we can explain things to people who can not read. In addition, we have appointed a local expert who will send us e-mails regurlarly. In fact, he’ll send replies within 24 hours,” explains Dhall.
Joseph says many companies are looking to online because it offers low-cost reach. “Also online reaches SEC A effectively. It now works in rural belts too. I think this mode of marketing is good for building ongoing relationships with existing consumers as well as for acquiring new users,” he said.
