arketers want to crack small towns in India in a hurry and are learning to speak their language and give voice to their emotions. As advertisers churn out clutter breaking and mass market advertising trying to rejuvenate brands across product categories, campaigns with a rustic touch are appealing to the audience.

"The trend exists primarily to make the ad stand out from the clutter. What's the point of making a creatively different ad, if you're going to use the same old, tired voiceovers you hear in every AV presentation, every animated narrative, documentary and every channel's self ads?" asks Ryan Menezes, national creative director, Mudra. ... more