India-Based ★ Dentsu Inc. Implements Marketing Program "d-IMPACT"

How would Japanese-developed hygiene products and nutritional foods be received in rural India? Japanese companies participated in Dentsu Inc.'s "d-IMPACT" marketing program held in northern India this October, gathering direct feedback from local consumers on products they are considering launching. NNA, which distributes economic information on Asia, reported on the initiative.

This program supports companies aiming to enter local markets by matching social issues in developing countries with corporate products. Its distinctive feature is the incorporation of "Entertainment Education," a method blending entertainment and education used in awareness campaigns. Mobile cinemas are set up in rural areas near cities, attracting local residents. Alongside content like Japanese films, educational content linking health and hygiene knowledge with products is screened.

This time, the venue was Mathura in Uttar Pradesh, a three-hour drive from Delhi. In this state, health and hygiene education is insufficient, and malnutrition is a serious social problem. The temporary cinema displayed a sign reading "Theater for Good" and had about 250 seats, but it was so popular that people had to stand. The audience spanned all ages, from children to the elderly.
The featured products included disinfectant, air fresheners, and nutrient-enriched foods. After screening films explaining the products' necessity and features, attendees were invited to experience them firsthand. Participating companies stated, "We will use the audience's reactions as reference while preparing for product launches."

Dentsu Inc. held a similar event in July, but according to Makoto Akaba, Director of Dentsu Inc. Social Solutions Division, this time they focused more on creating interactive communication where the stage and audience became one. Susumu Namikawa, Director of the same division who oversaw the film production, explained, "For Indian consumers, having authoritative figures discuss a product's benefits and significance, or having someone relatable share their experience using the item, makes for effective PR. The event was designed to incorporate entertainment elements into this approach."
Dentsu Inc. positions the July event and this one as pre-events, planning to launch full-scale activities around January to March next year.