Picture this- small village gatherings, live product demos of soaps, creams, and detergents. These were brands villagers had only seen in newspapers or fleeting TV ads. But here, the products were coming to life.
How a “Checker-Maker” Strategy Transformed Rural Marketing for an FMCG Giant
A few years ago, I found myself in the heart of rural Maharashtra, invited by a leading FMCG brand to observe their below-the-line marketing campaigns.
I was there with a clear mission: assess how well the on-ground promoters had been trained. I hopped from village to village, sitting through multiple 15–20-minute sessions. There was even a charming session in a school, where children learned the importance of handwashing through hilarious visuals and storytelling. The energy was contagious.
But behind the scenes, there was a big challenge.
500 teams. 6 days a week. Across India.
The scale was massive. And while photos proved presence, what about the quality of each session? Was the message consistent? Was the brand narrative landing every time?
Inconsistent delivery risked weakening brand visibility and eventually impacting sales.
That’s when I pitched a game-changer.
The Checker-Maker Model
The corporate greenlit a pilot.
The result? Dramatic improvements in session quality, message delivery, and even field-level enthusiasm.
This experience highlighted the true strength of the Checker-Maker approach. By clearly defining roles—empowering field teams as makers and introducing independent checkers—we elevated transparency, accountability, and brand integrity. The outcomes were undeniable: structured oversight combined with purposeful training can dramatically enhance the impact and consistency of large-scale marketing efforts.
Having worked across several rural engagement campaigns over the years, I’ve seen firsthand how systems like this unlock scale without losing soul.
This experience reaffirmed a powerful truth:
You can’t scale impact without scaling structure.
When training and auditing work hand in hand, the result isn’t just better execution. It’s a stronger, sharper brand presence in the most remote corners of the country.
If you’re managing large-scale grassroots campaigns or even digital ones, ask yourself:
Do you have a maker? But more importantly… do you have a checker?
With RSA as your checker, every field action gets the visibility it deserves.
-By Neeraj Agarwal, CEO, RuralShores Skills Academy.
