Vritti i-Media receives 3 nominations at the Outdoor Advertising Awards 2011

June 16th, 2011 | Posted by vrittivaani in i-Media Updates - (0 Comments)

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:

  1. Creative award for single execution in Transit Media,
  2. Best format innovation new media
  3. 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

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How Lux used Vritti to become a household name in rural Maharashtra

May 27th, 2011 | Posted by vrittivaani in Articles and Opinions - (0 Comments)
"Rural Marketing, Vritti"

LUX

HUL wanted to create awareness about Lux Sandal and cream bathing, a new variant of Lux Soap among consumers in the tier 2 and tier 3 cities. This variant of Lux was meant to target the ladies of Maharashtra where Sandal, or chandan as it is popularly known, is considered to be very good for the body and makes the skin softer. As a result any soap made of chandan sells easily in Maharashtra. HUL wanted for there to be an increase in recall about Lux Sandal and Cream soap in the target market as opposed to competitors in the same category as well as an increase in the market share of Lux Sandal and Cream soap in tier 2 and tier 3 cities by highlighting the benefits of using this soap.

For meeting their objectives, HUL approached Vritti i-Media to run their campaign. Vritti i-Media along with their DW Audio Network which is a unique, innovative and cost-effective digital technology enabled media delivery solution that enables companies to market and advertise their products and services to Tier-2 and Tier-3 cities and rural markets in the form of audio advertisements. Vritti i-Media have also been appointed as the sole Authorized Agency by MSRTC to run commercial audio advertisements that are played along with the buses arrival/departure announcements on public address systems at bus stands across Maharashtra.

[youtube=http://www.youtube.com/watch?v=SDUJn0WVrcA&feature=channel_video_title]

The audio advertisement jingle was created and ran for a duration of 30 days from the 15th of December to the 15th of January. HUL wanted to have all the ST Bus stands that were under Vritti i-Media and therefore the same jingle was run across all of the 85 bus stands under Vritti i-Media without any changes in the advertisement. This included urban, semi urban and rural locations like Pune- Narayangaon, Solapur- Barshi, Kolhapur, Marathwada – Beed and Vidarbha – Yeotmal.

Once the ads were aired, it could be seen that there was a positive response from the target market. A survey was done on 100 women at bus stops to test the response of the audio ads. The survey focused solely on the women present at the bus stand. The findings showed that there was a deeper emotional connect to Lux Sandal and Cream than compared to other soap brands and women preferred using it rather than other soaps.

"rural Marketing" "rural advertising"The survey pointed out that the amount of people using Lux Sandal and Cream was at a very high level which was 71%. The soaps fragrance and color were found to be the most liked attributes. 19% were of the opinion that the soap had a good effect on skin and made it smooth and soft. Even amongst non users of the soap there were favorable comments as a great deal of them confirmed that they would like to try Lux Sandal and Cream soap.

Thus Lux were able to use Vritti i-Media’s DW Audio Network to tap the rural market and enhance their presence in rural areas resulting in a larger brand recall and market share.

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