ample this. Two-thirds of country�s consumers live in rural areas and almost half of the national income is generated there. And according to the latest results of the National Sample Survey (January to December 2003 round), rural per capita consumption expenditure between July 2001 and December 2003 grew by 11.5 per cent in contrast to the urban 9.6 per cent during the same period. In such a scenario, specialised rural marketing agencies are the perfect answer for marketers eager to have a slice of this hugely appetising pie (rural consumption was pegged at Rs 120,000 crore for 2004). One such agency is the 15-year-old RC&M.;

RC&M; has handled various projects - from the Grameen Mela developed for Procter & Gamble in 1995 to projects for JK Tyres, HLL, Colgate-Palmolive and Mahindra & Mahindra. Priya Monga, RC&M;�s business head, is excited about the activities: "We take a social message across the masses through edutainment, using tools such as brand-laced interactive games, skits, anganwadi networking, static visibility in terms of wall and patch painting. We also involve students in awareness programmes at district fairs and village haats."... more