Madhyam will focus on the multi-pronged approach necessary for marketing activities. It is of great importance that in any marketing activity, the marketing strategy and the dynamics of the communication methods is redefined to suit the market conditions. One of the first steps in marketing communications is to research the audience and find out how much of their thinking is being influenced by local conditions. These conditions comprising of traditions and customs may vary from rural to urban areas. The next step is to understand these traditions, so that promotions exercises such as events, out door advertising such as wall paintings, community based programs such as street plays, video on wheels, fairs or advertising in targeted publications or TV channels can be build around them. Our approach will therefore be based on what the target audience wants and identifies with, and tailored specifically to suit the needs of both rural and urban localities. The approach is finally fine tuned to minimal budget levels keeping in view of tight purses and pressure on margins on the organisations under current competitive scenario, which is further impacted by recession. The solutions and expertise is used to maximise the effectiveness of your advertising campaigns – large or small. The approach will help you to integrate multi-channel solutions to yield a greater return on your investment, keep campaigns cost-effective and profitable and deliver highly customised and targeted to get optimisation.