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Rural Marketing

Making Markets Work

Every entrepreneur knows that a great idea does not guarantee success - it must be sold. Similarly, we know our technologies can have only limited impact unless they are effectively marketed.

iDE promotes affordable technologies to the rural poor through a variety of methods including:

  • Printed promotions using newspapers, billboards, posters, pamphlets, and calendars

  • Radio, television, outdoor video presentations, and live theatre

  • Feature films, produced with local actors

  • Live product demonstrations in marketplaces and agricultural fairs

  • Demonstration plots, community meetings, and farmer field days

iDE has also applied our expertise in rural marketing to public health education campaigns. In Vietnam, we alerted 1.8 million children and parents to the importance of hygiene in the prevention of trachoma, a blinding eye disease. In Bangladesh, we have reached some 3.4 million people with information about arsenic contamination in well water.


The latest version of iDE's classic method of rural marketing in India and Bangladesh: the Bollywood musical brought to rural villages on a traveling movie van. This time it's Laxmi singing the praises of "KB" brand drip irrigation. Watch now >

To commemorate 100,000 Ceramic Water Purifiers sold in Cambodia, and further market the product, we produced a short film for Cambodian television. Watch now >