Tapping the Bottom of the pyramid - what are the best/Most innovative ways to connect with the rural potential customers for developing world?

Talking to rural people is a challenge in itself. Electronic media has a wide reach but availability of TV sets / DTH/ Electricity / cable network are some of the major reason for its hindrance, Print media has a constraint due to literacy levels in rural India, Mobile is still used in rural areas for basic use of communication, outdoor has a limited reach and not yet been explored in rural areas - it is restricted to wall painting, communication at post office, signage’s at the shops.  

India is a vast country where communication dialect change after every 200 km, every region has its own dialect, infrastructure, culture, values, liking and disliking thus driving one strategy for rural masses on PAN India basis is merely impossible. To sit in Delhi and think to reach target audience at URJA NAGAR, DISTT GODDA, BHAGALPUR, JHARKHAND, which is 1200 km from here is a challenge and how do we take the stock of every region, I don't know if there is any agency who has such a vast network who understand and cover PAN India, where do the marketer go? BIG QUESTION

Cinema, taking space inside post office have been the traditional medium. We can look into branding / painting the entire train as people majorly depend on railways for commuting from one place to other place in rural areas as road transport is still in bad shape, participating in the local festivals likes Garbha in Gujarat, Chatt puja in Bihar, Durga Puja in Bengal, Ganpati puja in Maharastra, every region has at least one major festival which is region specific thus participating in mela during that time may lead to better visibility.

EMPLOY LOCAL PEOPLE AND TRAIN THEM TO TALK TO RURAL FOLKS IN THEIR DIALECT. MAKE USE OF SIGNIFANT LOCAL HEADS

in the rural area the effective medium is word of mouth because of the influencial power among the people. Any marketing activity which meant to tap the rural market should aimed to utilise the pottential of word of mouth. A combination of activities like visual aids, bilbords,audio publicity,illuminated vehicles are among them. and even think of celebricity endorsement eg: rajanikanth can create an impact in the rural population. Social marketing is also have immense pottential.Any way the marketing activity should be a effortless digestion for them.

Rural consumers educational levels may not be on par with the urban consumer. Use of audio visual medium helps a lot in communicating but we need to take into account power cuts which renders TV meaningless for few hours. Communicating to this audience should be done in such a way that it takes care of all mediums available.

Visual mnemonics in our communication helps a lot because people identify with it more. Audio mediums like radio and audio CD could also help communicate the message across. Message interspersed with popular hindi film songs / dialogues help getting the message across effectively - also helps in good recall.The tried and tested communication has been video on wheels -which entertains and spreads the message effectively.Product demonstrations in haats and mela also help communicate the brand usage and benefits.

Advertising on packs of popular brands can be used to co-promote the other brands of the same company.

Lastly the most effective communication is word of mouth - though multi level marketing has had some success in urban areas - one needs to see whether this kind of marketing will help penetrate the rural market or not.