The marketing campaign will feature the company pushing its products through the rural dealers. On the other hand, the consumers will see an awareness campaign to get a feel of the whole BPL range.

Speaking to The Financial Express, top sources in BPL Ltd say that the rural marketing campaign will focus on the better-known product range of BPL including the Emperor range of televisions, BPL home appliances range, refrigerators and BPL washing machines.

Though the sources are not counting numbers on the rural marketing campaign, this is said to be a part of the company to push for higher volumes in the rural markets.

Admitting that BPL was indeed planning a rural marketing initiative, director, marketing, TS Chauhan said that there was such a scheme on the cards. But he refused to fix targets saying that the rural market is too ambiguous with some of thepopulation preferring to buy their consumer appliances from big cities.

However, he added that an awareness campaign would indeed be launched shortly. In another bid to improve visibility in the market, BPL Ltd is also negotiating with retailers for exclusive floor space. This means that retailers will lease a part of their showroom floor space to showcase the whole range of BPL products alone.

This will mean extra margins for the retailers. Sources in the retail market confirm this move saying that BPL has sent feelers to increase floor space and display, though nothing has been firmed up yet.

But activity is expected on this front very soon with the approaching festival season. Already retailers are pushing for better margins from manufacturers while planning promotions of their own.

BPL is expected to hike the dealer distributor margins by at least 10 to 15 per cent in the next two to four weeks, say the retailers.

Chauhan also mentioned that BPL is planning to revive the initiative on exclusiveretail outlets, the BPL Gallery. The company is planning to set up more galleries, especially in the metros.