Contents on VCD

(24 minutes + 50 seconds of video films with Glimpses of Rural Consumer and
Success stories in Rural marketing)
Overview of Rural India
Produced by The Rural Network
Running Time : 3 minutes, 7 seconds
Glimpses of Rural India with snapshot of rural lifestyle and cultural heritage. It gives
an overview of Rural Markets capturing products used/consumed in rural markets,
ways of communication and promotion and how products reach in rural markets. It
emphasizes the vast untapped potential of rural markets.

The Great Rural Mall: Haats/Shandies

Produced By : APRLP & MART
Running Time : 2 minutes, 28 seconds
Depicts the role and importance of haats (rural supermarkets) in day-to-day life of
rural consumer. It presents the profile of a typical haat market in terms of product
categories sold, profile of buyers and sellers and highlights its vital linkage with
socio-cultural lives of rural consumers.
HP Rasoi Ghar
Produced by Hindustan Petroleum Corporation Ltd
Running Time : 4 minutes, 25 seconds
Presents the innovative concept of Community Kitchen started by HPCL to provide an
experience of clean, convenient and safe cooking solution for poorer section of the
rural community who are hesitant to buy LPG cooking gas connection. This
experience helps community upgrade from traditional chulhas to LPG from its
dependence on traditional fuels like firewood and kerosene.

Project Shakti : HLL

Produced by Hindustan Lever Ltd
Running Time : 5 minutes, 56 seconds
Narrates the success story of an underprivileged rural woman through her
transformation from a housewife to a Shakti Entrepreneur : direct-to-home
distributors of HLL products in rural markets. It portrays how women are able to
generate an income of Rs 700-1000 a month, often doubling the household income.
Today, 15,000 Shakti Ammas cover 61,400 villages across 12 states.

Shriram Finance
Produced by Anugrah Madison Pvt Ltd.
Running Time : 3 minutes, 55 seconds
Motivational film by Shriram (a company engaged in truck finance business) to
establish the image of a best friend. The film was used during van road shows
across six states to target fleet owners and truck drivers. The well researched ad film
appealed target customers across different geographies resulting in 20-fold growth in
loan disbursal by the company.
ITC e-Chaupal
Produced by ITC-IBD, Secunderabad
Running Time : 4 minutes, 59 seconds
In setting up rural farmer-entrepreneurs with Internet access, and using modern
technology to accurately weigh farmers' crops (and paying them promptly), ITC's eChoupal system is transforming India's agricultural supply chain, reducing systemic
corruption and giving farmers both better prices for their crops and a sense of dignity
and confidence in being connected to the rest of the world.