The Great Indian Middle Class

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40%

They love to bargain and want more value for money

How to communicate their offer of 25% extra chips amidst a clutter of snack brands advertising similar offers

<p>It provided a captive audience for the brand's message through the public address system at train stations</p> Signup and view all the answers

<p>Because it was an unexplored medium to reach a large audience waiting at train stations</p> Signup and view all the answers

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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.

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

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.

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.