This document summarizes key differences between rural and urban communication in India. It defines urban and rural areas according to Indian census criteria and describes two communication models - the interactive model and ecological model. It then outlines characteristics of urban and rural areas in India, such as literacy rates, infrastructure, market options, and promotion tools commonly used. The document concludes by providing examples of initiatives by companies to better reach rural audiences in India.

1. Rural vs Urban Communication
BMS 2012
Reema Rijhwani

2. Census
Definition
Urban – “All places that fall within the administrative
limits of municipal corporation, municipality,
cantonment board, or having a population of at least
5000 or 75% male working in non agriculture sector
and have population density of at least 400 per
square kilometer”
Rural – Remaining India

3. Communication Models
• Interactive Model – (please check the same for
exams & integrate with Shannon Weaver model)

4. • Ecological Model

5. Characteristics of Urban Areas
• Literate Audience
• More or less homogenous
• Served with multiple options – Branded and others
as well
• Over crowded
• Mass spread of promotions
• Well connected – technology, electricity,
infrastructure etc

6. Characteristics of Rural Areas
• Literacy constraints
• Infrastructure constraints
• Less buying options
• Unorganized market/products penetration higher
• Resource constraints – technology, electricity,
income opportunities etc

7. Promotion Tools
• Urban – Outdoor & Indoor Advertisements, Digital –
internet & phones, Sales & Trade promotions, Public
Relations, Direct Marketing, exhibitions, etc.
• Rural - Outdoor & Indoor Advertisements – PO, wall
painting, mobile demonstration vans etc, Digital –
phones, Sales & Trade promotions, Exhibitions –
Melas, Mandis, etc.

8. Communication - Urban
• Language and content appeal to target audience – as
different segments and needs
• Medium appeal
• Positioning and differentiation communicated –
value proposition offerings
• Information rich

9. Communication - Rural
• Language – regional based
• Content – regional, cultural, caste appeal
• Benefit & cost conscious approach
• Promotion driven
• Visual based – colour, logo, etc (attractive to
remember)
• Medium – carefully selected

10. Companies Initiatives - Rural
• ITC E-Choupal
• Rallis Kisan Kendre
• M&M Shubh Labh Stores
• Godrej Aadhar
• CSC (Common Service Center) – Government Of India
initiative
• Exhibitions – Chaat Mela

13. Thank You