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India’s ad-agency uses GIS to tap rural markets

Linterland, the rural marketing division of Lintas, has utilized the GIS-based software Lincompass to compile data on each village on 256 parameters.

In a strategic move to increase its effectiveness in meeting below-the-line needs of clients, Integrated Marketing Action Group (IMAG), the integrated marketing arm of Lintas India, is concentrating on strengthening its ground-level understanding of the non-metro and rural markets. It is also strengthening its district level presence to cover 600 districts.

Linterland is creating a ‘mela calendar’ to exploit the village ‘haats’ or melas as a marketing tool.