1. Media Campaign for Rural Development

2. Introduction India as an Agrarian Economy
Dependence on Agriculture is tremendous
Policies targeted towards Rural India
Benefits of Development
Rural Credit in India
Microfinance Focus

3. Marketing Microfinance
Optimum Use of Funds
Role of Media in highlighting major developments
Spreading awareness about the availability of credit, and sources.
Understanding and Analysing the strengths, weaknesses, opportunities and threats.

4. Role of Microfinance
Role of eliminating poverty through self-employment and encourage savings
Micro-insurance and Money transfer also enabled.
Origins in the Irish Fund System of Jonathan Swift
People’s Credit Banks in Indonesia

5. Origin and Pioneers India: Syndicate Bank and NABARD. Pioneers:
A.ACCION International, Brazil, 1973
B. SEWA, Gujarat, 1974
C. Grameen Bank, Bangladesh, 1983
Professor Muhammad Yunus won Nobel Laureate

6. Current Scenario
Under IRDP, more than Rs. 106 Million disbursed, badly managed.
South Zone most prosperous in forms of Self-Help Groups
SHG-Bank Linkage programme success
Other forms of Microfinance Institutions
APMAS and MYRADA in India
Grameen Bank and PRASAC in Bangladesh and Cambodia

7. Role of Media Lack of awareness is main issue
BANDHAN, Kolkata-based, using Marketing and Financial literacy programs to get through to Rural poor.
BASIX, Vijay Mahajan – Business Development solutions
Media spending can be difficult due to inconsistent profit margins
Channels of Distribution

8. Understanding the Role of Media
Promoting Inclusive Growth as an objective
Long-run approach can be beneficial
Target marketing and Market Segmentation to improve insight
Entry of Commercial banks, as a cue for the Media
Using haats and other village resources to make the best
Need-based Modules

9. Important Points Need Assessment Recovery of Costs
Effective Utilisation of Funds
Effective use of Media
Encouraging availing of micro credit services
Promotion of need-based modules

10. Prospective Role of Media
Crucial Role of Media must be recognised
Innovations in fields of distribution and Marketing the need of the hour
Increasing number of MFIs looking at marketing and media options
For the ultimate cause of Rural development

11. Marketing Microfinance
Use of Media, conventional and unconventional forms to be put to use
Region-wise, taluka-wise surveys can be conducted for research
Unconventional Media:
(1) Panchayati Promotion Model
(2) Representative Model
(3) Street Plays and Short film screenings
(4) Cellular Phones

12. Conventional Media for Marketing
Radio Jingles
Newspapers, Local and State
Publications, Periodicals
Television
Using Media to Aid Social and Philanthropic Projects
Volunteer Recruitment and Fund Raisers/Fairs
Serve as a link of Communication

13. Highlighting Opportunities
Publicizing Developments
Promotion of Rural and Developmental Schemes
Publishing Research Findings
Agri-Business
Information Dissemination
Technological Assistance
Highlighting the Problems of Rural poor
Ushering in Transparency in Trading and Credit
Informative and Interactive Programs for TV

14. Conclusion

15. Made By: Rushikesh Kulkarni Anirudh Tagat
Thank You
Made By:
Rushikesh Kulkarni
Anirudh Tagat