Reach & Distribution
Getting a campaign past the metros: Tier 2, Tier 3 and district markets, in the language people actually speak.
Getting past the metros is a distribution problem before it is a creative one. The audience is there and the media is not, which is why campaigns designed in a city so often arrive in a district town looking like something meant for somewhere else.
Notes on Tier 2, Tier 3 and district markets — the languages, the market days, and the formats that actually reach a village rather than a report.
The cheapest reach you own is fifteen seconds long
A static post asks to be looked at. A vertical video plays whether anyone asked or not — and in India right now, that difference is worth roughly three times the engagement.
6 min read
Why reach is cheaper outside the metros
The same rupee buys several times more impressions in a small town than in a metro. The reason is not that those people are worth less. It is that almost nobody is bidding against you.
6 min read
Rural is carrying the growth. The kirana is carrying rural.
Brands planning around quick commerce and metro modern trade are planning around the part of the market that is growing slowest. The growth is in a district town, on a shelf behind a counter.
6 min read
Reaching a million people once is not the same as reaching them
One glance at a billboard from a moving car is a reach number. It is not a memory. The difference between the two is frequency, and most campaigns are built to maximise the wrong one.
5 min read