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.
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.
Industry Realises the Significance of Audio Medium at 5th Annual Rural Marketing Strategies ConferenceJuly 25th, 2012 | Posted by in i-Media Updates - (1 Comments)
The 5th Annual Rural Marketing Strategies Conference held at Mumbai between July 18th and 20th, 2012, was a must-attend for professionals that stand to gain from marketing insights shared in the conference. It covered a range of areas starting from Marketing & Sales, Trade Marketing, Customer Propositions, Branding, Advertising & Communication, to Product Research, Marketing Analytics & Intelligence, Business Analysis & Planning and Strategic Management. Organised by global event and corporate services company Marcus Evans, the event was a platform for marketers looking for new opportunities to network and assimilate intelligence on aspects of rural marketing strategies. Subjects delving into distribution innovation; promotion, pricing innovation and cost management; partnership-building; communication and brand management; consumer insights and use of technology in rural strategies were discussed.
The list of key speakers at the event included industry big-wigs like S Sivakumar, CEO, ITC Agri Business; G Sundararaman, Executive Vice President, Corporate Development, Godrej & Boyce; BM Vyas, Former Managing Director, GCMMF LTD (AMUL); Dr Anurag Priyadarshee, Director Rural Business and Planning, Department of Posts, Government of India and Sanjeev Goyle, Senior VP Marketing, Mahindra and Mahindra Ltd Farm Equipment Sector (Tractor Division). Vritti i-Media was a Silver Sponsor at the event, where Mr. Rajesh Radhakrishnan, Marketing Head, Vritti i-Media, presented his views on new trends and developments with respect to rural marketing and advertising inIndia.
In his presentation, Mr Rajesh elaborated on grasping the invaluable demand base and consumer loyalty in rural markets by harnessing novel breakthroughs in distribution, promotion, pricing and media technology vehicles. Although wall paintings, hoardings, puppet shows, road shows, dramas, free sampling and onsite demos were tried and tested tools of rural marketing, the need for a more flexible, easily manageable, cost-effective medium has been felt by the leaders of the industry.
In this regard, Vritti i-Media has initiated a ground-breaking innovation in rural advertising by developing a computer-controlled audio advertisement network across ST bus stations in Maharashtra. The fact that the iMedia Audio Network is available at 100+ MSRTC bus stations in the state only highlights the vast reach and ensured effectiveness of the medium. Through its public private partnership with MSRTC, the company has been able to extend its marketing channel to the state’s most inaccessible regions by covering all districts, important taluka towns as well as pilgrimage towns. In fact, the company has strategically touched those towns where its marketing channels can reach populations from every village in Maharashtra.
To evince the success of these methods, Mr Rajesh shared several success stories with the audience. He explained how by employing the mentioned medium, Lokmat’s newspaper sales at bus stands grew 25%, while the company was also able to effectively entrench top-of-the-mind recall and encourage sales for FMCG brand Suhana in Maharashtra. In the case of Maruti, the brand garnered top of mind recall in talukas and received 100+ enquiries at ten taluka locations for a month. In fact, there have been instances when farmers have come to bus stands just to listen to the farmer advisories issued by the government. Moreover, Maharashtra State’s agriculture department has bagged several e-governance project awards for this innovation.
Nielsen conducted a Media Effectiveness Study of audio advertising at bus stations and compared this medium with other media at bus stations. It found that 98% respondents rated the audio medium as useful, while 99% of respondents highly appreciated its sound clarity. An average of 2.2 brands were recalled through this medium, which was also found to have a captive audience of 85% at ST bus stands. However, the list of iMedia Audio Network’s benefits does not end there.
In addition to a sure captive audience, the medium also integrates public utility value with its PA system to reach a floating population of 100 million. Apart from this, the medium is highly cost-effective with a price of less than a paise per person. It creates ten times more impact at 10% of the cost of traditional media. Since it can be centrally controlled, its content delivery system enables advertisements to go live in a few minutes. The company is shortly looking to provide its rural marketing services in Punjab and Karnataka. Rural social-economic conditions in these states make them perfect candidates for increased marketing exercises here, allowing Vritti i-Media to leverage their channels for the benefit of advertisers looking for greater ground-level marketing reach in these regions.
Born in 2000, MakeMyTrip.com is a leading Indian online travel company that has literally transformed the way Indians travel today. With its roots in the US-India travel market, the company now represents the choice and ease enjoyed by Indian travellers today in planning getaways and journeys by way of facilities such as instant booking. To innovate and create a facility to match the ever-changing requirements of the evolving Indian tourist, Make My Trip launched a new service offering, namely, the Make My Trip online bus booking service. The offering is poised to offer ticketing services to frequent luxury and Volvo bus travellers.
A foremost challenge that Make My Trip faced in this fresh area of operation was the presence of existing competitors. It was a new domain where other travel and tourism companies have already secured a prominent share. Hence, the proposition was to create awareness by capitalising on the well-established brand Make My Trip’s popularity among online users.
Being a travel and booking website, Make My Trip has traditionally invested significant sums on online advertising. As part of their advertising initiatives, they also invest heavily in outdoor hoarding spaces, which are mostly located within city limits. However, it was felt that these exercises were not producing utmost results, and so the company was on the lookout for more avenues of dynamic OOH. In pursuance, Make My Trip decided to take Vritti i-Media onboard after researching about the company online. They became convinced about the effectiveness of the medium and tried to explore a new form of OOH advertising with Vritti i-Media. The intent was to connect with travellers who frequently used luxury bus service.
Execution and Success
To reach the identified target market groups namely, inter-city high-end travellers, highway food malls were believed to be the most appropriate location for advertising as most luxury intercity buses halted at them for breaks and refreshments.
Since the task for Vritti i-Media was to create awareness about the new service of Make My Trip, the company planned to take a 360-degree branding approach on highway food malls. This included advertising on Audio-Video displays within the mall, table branding and 20X30 information boards (hoardings) within mall premises, which would be visible to travellers alighting from buses or cars.
No specific concerns have been noted since the commencement of project implementation. In fact, Make My Trip has received a remarkable response from this exercise, which has led the company to extend the campaign for another six months.
People on holidays as well as businessmen trips to their destinations by road, whether by cars or buses, generally make it a point to take a pit-stop at malls to freshen up, refuel or perhaps grab a bite before resuming their journeys. So heavy is the flow of traffic on certain pivotal highways and roads that thousands of people visit these hubs everyday. For brands to make themselves heard or seen at such a spot greatly enhances their brand recall. This promotion strategy can become all the more effective for real estate companies, tours and travels operators, auto brands, consumer durable companies, lifestyle products, FMCG and F&B brands, if their touch points are in proximity to these hubs. Digital Display or Electronic Audio Visual Media is a dynamic, flexible and cost effective medium that provides an engaging channel of communication with travellers and potential customers while they are in-transit. The DOOH medium is poised to generate interest among the captive audience since its content is a mix of information and entertainment, to best attract their attention. For instance, bus schedule announcements at food malls on highways, current affairs, local and entertainment news interspersed with advertising announcements can dramatically improve the attention paid to promotional content too. This can help enhance their recall and retention. A latest example of this is Vritti i-Media’s recently introduced two 8X6 LED displays at a newly set up Food Hub on Mumbai-Nashik Highway. This attractive Food Hub is located about 50 kms from Kalyan, and will be frequented by tourists as well as corporate travellers stopping for tea and snacks. This route is used by a particularly large number of pilgrims travelling to destinations like Manas Mandir, Nashik and Shirdi on a daily basis. The Hub houses the franchises of Rajwada Bites, Vithal Kamat, Puranmal and Hotel Fantacee, enabling the food hub to target the middle as well as upper spectrum of buyers namely the B, B+, A, A+ sections. Prudent marketers would be interested to know that Vritti’s proprietary technology Digital World+ runs the digital signage network, which is expected to reach out to 7,000 a day on weekdays and 10,000 a day on weekends. A whopping 450 cars are expected to stop by this hub during an average weekday, while 800 are estimated to frequent the place on weekends. The Food Hub offers inside and outside branding options, a fully computerised broadcasting certificate and on-air time extending from 6 am in the morning to 10 pm every night. The promotional content is delivered on-line and in real-time to the locations, while on-site system health is continuously monitored. Travelling makes up a large part of people’s day. Keeping this in mind, advertisers have already learnt to reach them through OOH. But OOH can be all the more effective if it is close to the point of sale and its digital. However, today these two aspects can be combined. Advertisers can captivate their audience and convince them to try their products while they are on road. By considering the affordable and effective mode of DOOH, advertisers can make the most of the vacation season to boost sales amidst slacking economic conditions.
We all have witnessed the successful launch of 9X Jhakas, Maharashtra’s first ever Marathi music channel. Ever wondered what has made its launch so successful? The credit of this successful launch goes to the innovative marketing concept and planned execution of it by Vritti i-Media.
The challenge before Vritti i-Media was to carry out an impactful awareness campaign for the channel, covering key TAM cities of Maharashtra. The need was to come up with a concept which has not been explored before. An innovative yet effectual campaign had to be designed by Vritti i-Media to convey the motto of the channel – ‘Life Banwel Jhakas’, which was also conceptualized by Vritti i-Media.
With the motive to make lives of people in Maharashtra Jhakaas, along with promoting the brand image of the channel, Vritti i-Media planned a free ride and unlimited entertainment to passengers travelling interstate (within Maharashtra).
On behalf of 9X Jhakaas, Vritti i-Media offered a free ride to all the travellers on ‘9X Jhakaas’ Branded ST Bus of MSRTC, which was moving from one town to another in Maharashtra. This 10-day campaign started from Pune toured places like Satara, Kolhapur, Sangli, Pandharpur, Solapur, Latur, Osmanabad, Beed, Aurangabad, Ahmednagar, Shirdi, Nashik, Mumbai and finally back to Pune. To publicize this campaign, Vritti i-Media made audio announcement at ST Bus stands, placed signboards and distributed leaflets to make travellers aware of this event and encourage them to board the bus. Inside the ST Bus they kept a LCD TV, on which 9X Jhakaas channel was played. Various quiz programs and other contests were conducted for travellers of this bus and the winners of these contests received goodies. Vritti i-media also made it a point to give a 2012 calendar and a 9x Jhakaas Branded Cap to every person in the bus. More than 4000 caps and calendars were distributed during this exercise to the travellers and many more to the people at various stoppages of the bus.
Vritti i-media understood the requirement well and gave its client the right proposition to derive maximum mileage from the campaign. It has won several accolades to them from the client. This campaign has helped the channel to connect with 5000+ traveller of the bus and also helped their brand reach out to lakhs of people at the bus stands and on the streets. The audio announcement and the sign boards at bus stands helped in attracting people to take the bus ride. “Overall the campaign was well managed and orchestrated by Vritti i-Media and we would like to appreciate the entire team,” said the client.
Vritti i-Media has been nominated for 3 awards at the prestigious Outdoor Advertising Awards 2011 to be held at the 7th Annual Outdoor Advertising Convention (OAC) 2011 on the 18th of June 2011 in Mumbai. The 3 categories include:
- Creative award for single execution in Transit Media,
- Best format innovation new media
- Zonal media owner of the year – West region.
The campaign conceptualized by Vritti for the media brand ‘Lokmat’ has been shortlisted under the ‘Creative Awards for single execution in Transit Media’ category. Every morning at 6AM, a jingle was released on Vritti’s audio network on MSRTC bus stands saying “Aajacha Lokmat Vachalat Ka?” (“Have you read today’s Lokmat?”) followed by three to four headlines from the newspaper. Vritti’s medium is a unique format in transit media by its features of being on-line, dynamic content change, mandatory audibility and presence in the market place. Lokmat effectively capitalized on these features to increase recall and sales for the brand at target locations.
“i” in iMedia stands for Innovation and Information Technology. Due to the technology advantage Vritti iMedia is able carry the message on-line to small rural places unlike traditional outdoor media solutions.
Vritti has also been nominated in the Media Awards category for ‘zonal media owner of the year – west’ and for ‘best format innovation – new media’ for outstanding delivery in new and innovative advertising formats.’ The recognition strengthens Vritti’s reputation as the rural market experts in India.
Each year the Outdoor Advertising Awards honor people who have contributed to contemporizing, energizing and leveraging the possibilities in OOH for best effect. In its seventh edition, OAC 2011 has been conceptualized around the theme, ‘Think Tomorrow. Today’. The event aims to bring the industry together to discuss the opportunities ahead and the best course of action to move the industry forward as a whole. Over two days, OAC 2011 will bring together media concessionaires, specialist agencies, brands, media and creative agencies, research specialists, printers and regulators to deliberate on a cohesive and profitable agenda for the industry. The Expo at OAC 2011 will continue to deliver focused exposure to participants with its limited footprint and strategic location within the event premises
Mr. Mahesh Sachan, Marketing Manager, Tafe/ Eicher Tractor heaps praise on Vritti i-Media and shares his thoughts on how beneficial the audio ads at bus stands have been for Eicher.
Mr. Nilesh Landge, Sr. Manager, Operation and Corporate Business, Vritti Solutions tells us how i-Media can help a brand reach its rural audience and can customize the message to each region.
Mr. Rameshbhai Patel, founder & CEO, Gujrat Tea Traders Pvt Ltd. speaks on how Vritti i-Media audio advertisement at ST Bus stands has given them mass penetration, reach and excellent brand recall