In the rapidly growing rural communication sector, the other major players are Ogilvy Outreach Communication Network (rural advertising) and Linterland (Lowe Lintas & Partners).

Coinciding with the Kumbh Mela celebrations, HTA plans to extend its rural communications initiatives across the nation. Headed by Mr Hiren Pandit, `HTA Rural' has extended its rural services to its existing clients namely Blow Plast, Godrej Sara Lee and Hindustan Petroleum Corporation Ltd (HPCL), among others. Says Mr Sunil Gupta, executive vice-president and general manager, HTA: "Realising the potential of rural services in the country, we initiated this service first in Mumbai with our two clients Blow Plast and Godrej Sara Lee. Now we will be extending our rural communication services to other states and clients as well."

Realising the huge opportunity that Kumbh Mela offers to Indian marketers, HTA has negotiated for the rights of many channels with the authorities of Kumbh Mela two months ago, informs Mr Gupta. "Our objective is to offer innovative rural marketing and communication strategy to our clients. With the right infrastrucure and logistics, we hope to implement exclusive communication strategy to our clients - that's our USP," adds Mr Gupta. According to Mr Gupta, for a successful rural penetration strategy, infrastructure and logistics play a vital role. "Which is why, we have approached this initiative in a systematic and planned fashion. We do not want to over promise but want to build up our knowlege and infrastructure so that we are able to implement effective and exclusive communication solutions to our clients," explains Mr Gupta.

The other divisions of the Rs 1,077 crore advertising agency include, Indian Market Research Bureau (IMRB) and Indian Public Affairs Network (IPAN).

Comments a leading advertising professional based in Mumbai: "As 80 per cent of Indians live in the rural sector, it's appropriate that communication should reach this large growing markets. Realising the importance of independent rural divisions, many Indian advertising agenices are launching rural services to its clients."