The Great Indian Middle Class

Indian Middle Class and Marketing

• Around 300 million people, approximately 25% of India's population, are considered part of the middle class.
• A characteristic of the Indian middle class is that they are aspirational and seek premium products.

Bingo Premium Salted Potato Chips Marketing Challenge

• The marketing challenge faced by Bingo premium salted potato chips was to reach a large audience in a cost-effective manner.

Significance of Indian Railways

• Indian Railways is a massive network that covers a vast geographical area and has a huge reach, making it an ideal platform for marketing campaigns.
• The Indian Railways public address system is a unique and effective medium to reach a large audience, especially in rural areas.

Marketing Strategy of Bingo

• The brand chose the Indian Railways public address system for their marketing campaign because it offered a cost-effective way to reach a large audience, especially in rural areas where traditional media may not be as effective.