Vritti i-Media’s unique selling proposition has been its distinct range of outdoor advertising services. The most prominent of these is a result of the company’s tie-up with Maharashtra State Road Transport Corporation (MSRTC) that has enabled it to make announcements at village bus stations, combining bus announcements with advertising. This OOH offering encapsulates a fundamental credo of the company, which is reaching the consumer when he is idle and receptive to information or communication. This service has been among Vritti i-Media’s most distinct and successful offerings since it has allowed advertisers to establish a significant degree of brand recall among the target audience. So, having met peerless success for this innovative advertising solution, Vritti i-Media has stepped up its plans for aggressive growth and expansion in the country by now taking its entire groundbreaking basket of offerings to north and south India.
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IT and media solution provider Vritti Solutions Limited empowers brands and advertisers to connect with audiences at a grass-root level, through its unique media subset – Vritti i-Media, that is known for its innovative outdoor marketing solutions. A two-time winner of ‘The Best Zonal Media Owner – West India’ at the ‘Outdoor Advertising Award,’ Vritti i-Media has handled some noteworthy and prestigious projects involving effective mass and regional marketing for significant brand entities from almost every segment, especially retail, in the grass roots of India. Its esteemed clientele includes some of India’s largest and most successful brands, namely, Tata Agro Products, HUL’s Wheel and Lux, Big Bazaar, Airtel, Maruti Suzuki, State Bank of India, Star Plus, Star Pravah, J K Cement and Make My Trip, in addition to government entities like Maharashtra Energy Development Agency, National Rural Health Mission (NRHM), among others.
Mr. Rajesh Radhakrishnan, Director – sales and marketing, Vritti i-Media in an interview with Economic Times shares insights on SME advertising in India. He also talks about a successful case study where a local fast food joint owner went on to build his brand using audio advertising at bus stands provided by Vritti i-media.
Read more on Economic Times
The Mother Goddess Tulja Bhavani calls Tuljapur, amongst three and half ‘Shakti Peethas’ in Maharashtraher divine abode. As per Hindu Puranas, Tulja Bhavani, who represents the shakti of the Supreme Being is said to exert moral order and rectitude in the world and quash evil through the yugas. She is the Family Deity of several notable Maharashtrian lineages, such as the great Bhosale dynasty, of which Shivaji Maharaj is a descendant. In keeping with her importance in Hindu culture and society in Maharashtra, women from the state visit Tuljapur in droves during the Navratri season. Since she is also the Goddess of Power, as depicted by the tale of Mahishasura and believed to have gifted the Bhavani Sword to the region’s greatest Maratha hero, she receives the devotion of Maharashtrian men as well. Thus, regardless of gender, the Yatra receives the undivided interest of multitudes of rural masses during the Navratri season. (more…)
In western India, especially the regions of Mumbai, Konkan and Pune in Maharashtra, Ganesh Chaturthi is celebrated with immense pomp and fervour. The celebration that marks the birth anniversary of Lord Ganesha, is typified by thousands of Ganesha idols being brought into homes, offices and temples annually; and worshipped for one and a half or 5–10 days. On the final, eleventh day, the Lord is believed to return to his heavenly abode and several grand Visarjan processions lead the idols for immersion into local water bodies. Thousands bid farewell to the God of ‘auspicious beginnings’ with artis and offerings and pray that he returns quickly next year. By the fifth day of Ganesh Visarjan, as many as 50,591 Ganesha idols and 4,419 Gauri idols have been immersed in Mumbai this year alone. (more…)
In an exclusive interview with SME Times, Veerendra Jamdade, CEO of Vritti i-Media said that it is important for Small and Medium Enterprises (SMEs) to identify the specific target group on which they would like to focus and then set the short-term and long-term brand objectives without being conservative in choosing the medium.
Located on the banks of the BhimaRiver, the Lord Vitthal Temple is a foremost pilgrimage destination at Pandharpur, Maharashtra.
It hosts thousands of devotees by way of four annual pilgrimages or yatras each year. The months of June-July witnesses hordes of pilgrims undertaking a 220 km-walk from Alandi Dehu to Pandharpur for a glimpse or darshan of Vithoba and his consort, Rukmini. With around 22–25 lakh devotees in Maharashtra and Karnataka congregating here every year, the Pandharpur Yatra is an opportune platform to connect with masses that reside in media-dark regions of the two states.
It is estimated that three-fourths of India’s population—between 750 and 800 million people live in India’s hinterlands. With statistics showing that consumer goods have 30:60 share in favour of rural demand, corporate India is exploring all possible routes to this population, most of which is completely cut off from main-steam media and mass communication. For an advertiser, reaching out to such a target group can be a daunting, if not a challenging and painstaking process, which is why the use of new and emerging technology platforms seems to be the ideal solution.
One of India’s post-independence, awe-inspiring brand successes has been the Amul OOH campaign.
The Amul girl, Amul’s 50-year old brand mascot that dons a red polka dotted dress and bow, has been amongIndia’s foremost social commentators. By embracing this evergreen and witty mode of advertising, Amul has enabled this mascot to remain relevant to all age groups for years. It has played a significant role in establishing Amul, amongIndia’s most successful cooperatives and most-recalled products in the dairy category. Today, several agro companies are trying their hands at forms of marketing that enable them to carve their own niches in consumers’ minds. We explore some regional agro brand with humble beginning and enormous prospects.
Rural marketing may be referred to as the promotion of products used in all sections and regions of Indian society—whether rural or urban locations—in a manner that especially resonates with populations residing in small towns and villages by way of cultural or lifestyle clues. So whether it is the eponymous ‘Hema, Rekha, Jaya aur Shushma’ campaign by Nirma or the ‘Desh ka namak’ tag of Tata Salt; most brands look to beguile the section of the Indian population which lives in Bharat, rather than India, to strike gold. These advertisements involved goods created for pan-India consumption and were leveraged in rural markets.
But what if there were commodities created specifically for rural markets, based on intelligence gathered over many years—how would you market these? It would be only a slight exaggeration to say that such goods would market themselves. Who better to prove this point than telecom giant Bharti Airtel.
In the telecom domain, Bharti Airtel partnered with leading Value Added Services provider Handygo Technologies Pvt Ltd to launch ‘Behtar Zindagi,’ a unique mobile service for farm communities in Rajasthan at charges as low as Rs 1/day. Through this service, it enables Airtel’s customers to use their mobile phones to receive information and updates on issues like weather, mandi rates, live stock, agriculture, fisheries, health, education and finance using a simple Interactive Voice Response system, which supports Hindi and 17 regional languages, in addition to several dialects.
To promote its beverages in power-starved hinterlands, Coca-Cola provided low-cost tin ice boxes for new outlets and thermocol boxes for seasonal outlets.
In a bid to capitalise on India’s opportune mobile phone markets, Samsung Electronics Co Ltd made India its R&D hub for the South-East Asian, West Asian and African markets. With profound knowledge of Indian rural consumers, the company crafted a made-in-India phone that allows solar charging called ‘Solar Guru.’ In a similar effort aimed at alleviating a specific problem posed by unreliable power supply, TVS’s Bike Star City offers an in-built mobile charging facility. What’s more; to promote the bike, the company has roped in star cricketer MS Dhoni, quintessentially a successful small-town-boy that vindicates dreaming big.
In the sphere of BFSI, it is seen that insurance companies that customise their products for the rural markets perform significantly better than others. In its bid to rope in customers from India’s hinterlands, HDFC Standard LIFE joined hands with NGOs and offered affordable policies including group insurance covers. In this way, the company was able to beat private insurers and sell policies worth Rs 3.5 crore in premiums.
Industry experts point out that rural India accounts for 54% of India’s FMCG sales, while Technopak Advisors and the Confederation of Indian Industry expects the rural consumer market to touch 720 to 790 million customers or a market size of US$425 billion in 2010-11. Godrej Consumer Products Ltd’s annual report for 2008-09 predicts that over 300 million people will shift from the category of rural poor to rural lower middle class between 2005 and 2025. Given this assumption, rural consumption can match current urban levels by 2017, and that is a formidable market size by any standard. Competitive consumer goods companies are already taking the requisite steps to hook the opportunity when it comes along. The success of brands like Lifebuoy, Dabur Lal Dantmanjan, Hero Cycles and Rajdoot Motorcycles may only be the tip of the iceberg.