With over 1.2 billion people in India and the main occupation being agriculture, it comes as no surprise that a large chunk of the population stays in the rural areas. Places and locations that are far outside the city limits have a dwelling of a large amount of India’s population. Out of India’s total population, a mammoth 72% reside in rural areas. Thus as a market for companies to markets their products and services, rural India has huge potential that is largely untapped.
While it is easier for an organization to market their products and services to urban markets and the top of the pyramid, the challenge faced by them is tapping the rural market potential. Marketing to the urban audience is easier due to their acceptance of media and its various forms that are present in urban areas. Thus they are more susceptible to products that are marketed there.
The issue faced by companies and organizations is the fact that a large part of the rural population is media dark. Maharashtra alone, with a total population of 90 million, is one of the most populated states in this country. Out of this 90 million, a whopping 55 million people reside in rural and semi rural areas. Understandably, this presents unique and limitless opportunities for brands trying to make their presence felt in the semi rural and rural areas. Traditional media like print and TV reach out to only 45% and 40% of the entire population respectively. This means, that 46% of the population can be considered as ‘media dark’ or not being approached by any media.
With the traditional media reach being so limited, it’s a real challenge for advertisers to connect with their audiences and get their brand’s message across. It becomes important to find a solution that will not only reach the right people, but will also ensure their captive attention thus ensuring a high recall. The rural audience wants to know about the brands, products and services that are out there in the market. The only problem with him getting to know about them is the fact that they are not effectively made aware of all the choices and options that they have at hand. The method of penetration needs to be in a very targeted and systematic manner.
An option that has worked well for Lokmat and HUL for marketing their soap brand, Lux is using audio advertisements at bus stops. Through the help of Vritti i-Media, who are the sole authorized Agency by MSRTC (ST) to run Audio Advertisements at 90+ bus depots across Maharashtra which reaches out to approximately 10.3 Cr+ people per month, HUL and Lokmat were able to successfully market their products and services to the rural audience and significantly boost sales in those areas.
Connecting to the bottom of the pyramid is always going to be a challenge that will be faced by many companies and organizations. The way of getting around it, however, is an effective solution that can aid in allowing for a company to reach out to the rural audience and in an effective manner.
Vritti i-Media was felicitated with 3 awards at the prestigious Outdoor Advertising Awards 2011 held at the 7th Annual Outdoor Advertising Convention (OAC) 2011 on 18th June 2011 in Mumbai. They won the gold award in 2 categories, creative award for single execution in Transit Media and zonal media owner of the year for West region along with a Silver award for best format innovation for new media.
Gold – Transit media– Awarded to any single execution on any transit format including airports, bus stations, railway stations and all types of vehicles including those created specifically for the purpose of advertising.
Vritti won it for its iconic ’Lokmat Campaign’ which was conceptualized by the team for the Lokmat media group. 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 i-media’s unique features of being on-line, dynamic content change, mandatory audibility and presence in the market place were fully utilized in this campaign to derive maximum mileage for the brand.
Silver – Best Format Innovation – New Media – Awarded to outdoor media concessionaires who have created new and innovative advertising formats.
Vritti has introduced two new advertising formats for “Audio advertisement over Passenger Information system at State Transport bus stands” and “Audio-Video advertisement over Passenger Information system at Highway hotels”.
Gold – Zonal Media Owner of the Year – West – Awarded to concessionaires who have media presence in the West zone
The award is a reflection of the strength of Vritti’s medium and the power it holds to revolutionize Out Of Home (OOH) communication in India.
Vritti were selected as winners by the jury who consisted of Punitha Arumugam – Group CEO – Madison Media, Ajay Kakar – Chief Marketing Officer – Financial Services – Aditya Birla Group, S Yesudas – Managing Director, Indian Sub-continent, Vizeum (Aegis Group), Rameet Arora – Senior Director Marketing – McDonald’s India, Praveen Vadhera – Country Head – OOH – 141 Wall Street along with other eminent industry professionals from some of India’s most reputed organizations.
Since 2005, The Outdoor Advertising Awards (OAA) have been celebrating the achievements of media planners, concessionaries, printers, creative agencies and brands who have added a new dimension to the Indian OOH industry. The OAA honor those who have contributed to contemporizing, energizing and leveraging the possibilities in OOH for best effect. In its seventh edition, OAC 2011 was conceptualized around the theme, ‘Think Tomorrow’. Headed by Mr. Shashi Sinha – CEO – Lodestar Universal India, the event brought together industry stalwarts to discuss the opportunities ahead and the best course of action to move the outdoor advertising industry forward as a whole.
This medium is fast emerging as the most engaging and cost effective medium to reach out to the rural audience as compared to hoardings or other traditional media like newspapers and television.
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