Pahwa, AnkitSharma, PurvishaJhaveri, TrishlaAgarwal, ArushiKapasi, RukaiyaThakkar, RitikaIyer, Sukruti2025-02-132025-02-132018Group- 18 and 19 PGDMC Batch 2017-19https://ir.mica.ac.in//handle/123456789/9672Rural Immersion Project – Area: Ambujanagar, District: Gir Somnath, State: GujaratWe began our journey on 17th September, 2018. We were 7 project associates including 4 who were comfortable with the Gujarati language. We were introduced to the management at KVK, were given a tour of Lokvani studio and interacted with everyone who worked on the shows. We then discussed and had a mock drill of the questionnaire to make everyone comfortable with the flow and language so as to be beat researcher’s fatigue. The research was mainly to analyze the listenership along with the respondent’s perception of Lokvani, the branding issues and identify key communication insights. It was so Lokvani could alter the programs and build a campaign around increasing awareness and new users. Along with that one of the major objectives was to tap into a new market – fishermen community. As of September, 2018, Lokvani didn’t have any shows that catered to fishermen or other occupations. And this community forms a big chunk of Ambujanagar. Here we carried out in-depth interviews and FGDs to understand their needs and need gaps.enRural development & problemsstudy by students