On choosing Terra for the brand's rural marketing efforts, Sundip Shah, VP - Marketing, Heinz India Pvt Ltd, said, "It is our endeavour to reach, involve and engage more consumers in order to make Glucon-D relevant to them. Terra with its experience and expertise in rural communication will help to contribute in it. With this association, we hope to build a personal connect with our consumers that makes Glucon D a part of their everyday life. We are excited and are looking forward to our association with Terra."

Commenting on the win, Ajay Sundaram, VP & Head, Terra said, "It is a matter of great pride to be associated with an iconic brand like Glucon-D which will help the agency in gaining knowledge about the category and enrich the agency on the whole as well. With this partnership, we hope to bring value across the table which is appreciated by our client Heinz India Pvt. ltd."

Explaining the rationale behind planning rural activations, Shah observed, "Glucon-D touches over 40 million HHs across urban and rural. However, due to limited and often sporadic TV reach due to factors like electricity cuts etc, in rural it is important to communicate and engage with consumers through other routes."

Looking at a long-term plan for the campaign, he continued, "At Glucon-D, we view rural activation from a sustainable strategic choice point of view. Any engagement with the consumers (whether rural or urban) has to be continuous and consistent over a sustained period of time for the consumers to be able to relate to the brand and for the brand to gain mind share."

The agency will begin with the campaign from the eastern part of India. The on-ground interactive campaign will be supported by a visibility drive using traditional and rural outdoors.