I have recently completed the first draft of my new book — still damned untitled — about marketing in emerging countries. In it, I describe the use of live theater to communicate a branded message to rural Indian farmers far removed from the reach of mass media. In essence, companies and agencies hire roving theater troupes to recreate TV advertisements for farmers at weekly market days and numerous religious festivals.

So imagine my delight when I saw this clip:


  1. WOW, WOW, SUPER WOW!!! Makes you shiver, ah? Imagine being there, LIVE!!!
    Pretty empresive…

  2. Terrific idea – hope we get to see more of this type of thing. Marketers need to understand that unless we create entertaining content, our target will tune out.

  3. That’s a really creative way of getting an involuntary audience. Just like this one:

    But then, isn’t advertising always to an involuntary audience? At least this one is really fun and has a good message. I should go to the theatre soon. They are fun 🙂

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