eet Swapnil Jain. He is the average small-time businessman from Aligarh in Uttar Pradesh (UP). Jain, 23, is a director of the Rs 70-crore Pavna Group. It owns a university (Manglatayan) and also runs the local Delhi Public School. So far Jain had been using billboards and local editions of newspapers to reach out to his core target audience of young students. Last year, he started advertising on Mumbai-based Big FM, among other FM stations. The 40 per cent rise in response (compared to print) surprised Jain. He plans to take his PC brand national, doubling his ad budget from Rs 5 crore to Rs 10 crore.

A sleeper Bhojpuri hit, Kab Aibu Anganwa Hamaar, proved to be one of Hindustan Unilever�s best marketing gambits in 2007. Initially, it scrounged around to reach out to consumers in SEC C, D and E categories in UP and Bihar using TV, but without much success. That is when it decided that the massive popularity of Bhojpuri cinema made it the ideal vehicle to ride into this market. ... more