Realizing the potential of Assam Mobile Theatre, which has emerged as the most popular entertainment media option in Assam, Q-Connect has developed a sponsorship business model which helps brands in reaching to rural customers in Assam. After establishing the business of Q-Connect in partnership with about forty theatre companies in Assam, its CEO - Dinesh Sibal is now looking to expand operations. He has to take decision about choosing an option of vertical or horizontal expansion. The case provides understanding about the way folk media options can be channelized by brands and important issues in implementation of event-based promotions.