BTL Activations
Brand experiences that bring products closer to people through focused, measurable field execution.
Discuss this service ↗Strategic Market Penetration Specialists
Make markets
move.
We help brands penetrate markets where traditional advertising can fall short — combining rural and semi-urban consumer psychology, on-ground intelligence and execution at scale.
20+Years of experience
5Markets served*
360°On-ground thinking
*India, Bangladesh, Sri Lanka, Nepal and Kenya — based on company-provided profile.
STRATEGY · EXECUTION · IMPACT
About Us
The power of
real markets.
URJA was built by people who understand the real India — beyond boardrooms and PowerPoints. We help brands reach people, dealers and communities through relevant communication and on-ground programmes.
We customize and integrate media and technology around client objectives, combining ATL and BTL market penetration programmes to improve coverage, reach, brand visibility and consumer engagement.
Get to know URJA ↗
Abdul Khadeer KhanLeadership · Marketing & Market Penetration
Experience built
in the market.
Abdul Khadeer Khan brings more than two decades of experience in marketing operations, account management and new business development.
His experience includes marketing management, market research, account management, product marketing and direct marketing. URJA has managed business across India, Bangladesh, Sri Lanka, Nepal and Kenya.
What we do
Built for the moment
that matters.
From research and communication to media planning and activation, we formulate integrated programmes around target audiences, geography and campaign objectives.
Branding & Visibility
Consistent brand presence across retail, dealer points, outdoor and high-footfall locations.
Discuss this service ↗Product Launches
Launch programmes that build awareness, create engagement and support market entry.
Discuss this service ↗Dealer & Channel Activities
Dealer meets, channel engagement and market-level initiatives that energise the sales ecosystem.
Discuss this service ↗Lead Generation
Audience engagement and lead-generation campaigns with disciplined reporting and follow-through.
Discuss this service ↗Roadshows, Events & OOH
Mobile outreach, event management and outdoor solutions designed for reach and recall.
Discuss this service ↗Where we make a difference
Every market has
its own language.
We combine local understanding with operational discipline to make campaigns relevant to the people and places they are designed to reach.
Plan a market programme ↗Urban markets
High-visibility, high-engagement consumer touchpoints.
Semi-urban markets
Relevant communication with practical local execution.
Rural outreach
Ground-level understanding, mobility and community connect.
Dealer & retail networks
Activating the places where product conversations happen.
The URJA approach
From brief to
ground reality.
We strategize campaigns, design communication and activate it across hinterlands and urban markets.
Understand
Clarify the business objective, audience, geography and success measures.
Design
Build an actionable programme with the right format, people and locations.
Execute
Coordinate field teams, vendors, logistics and quality checks on the ground.
Report
Bring activity evidence, learnings and performance reporting back to the client.
Our work
Good work.
Clearly accounted for.
Selected campaigns from URJA’s company credentials, spanning commercial vehicles, two-wheelers, agriculture, EV launches, dealer engagement and social media content.
COMMERCIAL VEHICLE LAUNCH
Mahindra Supro Maxi Truck
Rural & urban launch · Spot bookings · Hot leads
URJA designed and implemented launch and marketing activities across targeted states including Andhra Pradesh, Tamil Nadu, Karnataka, Maharashtra and West Bengal. The campaign received CMO Asia Gold recognition for Best Rural Brand Building Campaign.
RURAL MARKET PENETRATION
Mahindra Bolero Pik-Up
South India launch · Focused messaging · Lead generation
Strategised and implemented the Bolero Pik-Up and Bolero City Pik-Up launches in rural markets across South India, focusing on target demographics and competitive markets.
TWO-WHEELER LAUNCH
Bajaj Discover 125
Andhra Pradesh & Telangana · Market storming
Launch and marketing activities across rural and urban markets, positioning the product around style and mileage and supporting spot bookings and product acceptance.
AGRI-WORK
Agri-Work
Farmer engagement · Product education · Field demonstrations
URJA designed and implemented brand positioning and promotional events for Limagrain and Monsanto products across South India, including farmer engagement, farmer education and best-farmer contests to encourage product trials and build trust.
Recent work highlighted in our credentials
Mahindra TreoSocial media content conceptualisation, shoot and development
UDOOn-ground launch
Jeeto StrongLoan & exchange melas
Ashok Leyland SaathiLaunch event at a star hotel
Mahindra Alfa 2.0Re-launch and cocktail dinner
Savanna SeedsLED van campaign
Mahindra ZEO EV PickupProduct launch
Bayer / DekalbHybrid marketing campaign in Telangana & Karnataka
MS Education AcademyVan campaign
LiciousApp downloads and registrations
Case study descriptions are based on URJA’s company credentials. Campaign photographs, logos and award artwork should be added only where usage rights and approvals are confirmed.
Featured project · Mahindra E-Treo
A campaign that reached
Anand Mahindra’s feed.
URJA’s credentials state that the team conceptualised, shot and developed social media video content for Mahindra E-Treo, which was posted by Anand Mahindra on his Twitter account.
Project video from URJA’s credentials presentation
𝕏 FEATURED SOCIAL MEDIA PROJECT
Mahindra E-Treo social content
Conceptualised, shot and developed by URJA. The company credentials identify the project as content shared by Anand Mahindra.
View Anand Mahindra’s post ↗External link opens X/Twitter. Post availability and platform display may vary.
From the URJA credentials deck
Real campaigns.
On-ground moments.
Campaign and event photographs extracted from the credentials presentation. Select any image to view it larger.
Sector experience
Across categories.
Close to the customer.
Experience referenced in URJA’s credentials spans automotive, FMCG, agriculture, electronics, education and other consumer-facing organisations.
Automobiles
Passenger and commercial vehicles, three-wheelers and two-wheelers.
Examples listed in credentials: Mahindra, Tata, Maruti, Hyundai, Bajaj, Piaggio, TVS and Hero MotoCorp.FMCG
Consumer-facing campaigns and market engagement.
Coca-Cola and Pepsi are listed in the company profile.Farm & agriculture
Farmer engagement, product education and field demonstrations.
Examples listed: Limagrain, Bayer and Monsanto.Electronics
Brand visibility and promotional activity.
Examples listed: Godrej, Haier, Samsung, Nokia and Videocon.Education & social impact
Outreach campaigns and audience engagement.
Examples listed: MS Educational Society, The Success School and Humans at Help.Retail & emerging brands
Dealer engagement, launches and app registration campaigns.
Other names in the profile include Licious and automotive dealer groups.Experience & recognition
Experience that
gets things moving.
With more than two decades of experience in marketing execution, URJA brings a practical understanding of brand objectives, channel realities and field operations.
Industry recognition
The company profile records Gold recognition from CMO Asia for Best Rural Brand Building Campaign and awards from industry bodies including RMAI and CMO Asia.
Multi-market experience
Experience across India, Bangladesh, Sri Lanka, Nepal and Kenya.
Execution-led partnership
Planning, field coordination and post-activity reporting aligned to client needs.
Client and partner names are listed as presented in the company credentials. Logo usage should be confirmed before publication.
Have a brief in mind?
Let’s make your next
market move count.
Contact URJA
Let’s talk
about your market.
Share your brief, target markets or activation requirement. We’ll help you explore a practical way forward.
OFFICESHyderabad · Bengaluru