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…)
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.
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.
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.
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.
Kaun Banega Crorepati (KBC), the Indian counterpart of the UK-origin game show, ‘Who Wants to Be a Millionaire?’ has captured the fancy of the nation since 2000. Every season that has followed was viewed with rapt interest. In fact, foreseeing high viewership for the fifth season of the series that unfolded last year, advertisers are reported to have invested Rs 3.5 lakh for every 10-second ad slot. Sony Television expected a 70% increase in the show’s ad revenue that season over the previous year.
It is obvious that high viewership was expected to justify such ad spends. But achieving a viewership size that could substantiate this hype was impossible without roping in viewers in India’s far-flung corners. With a view to penetrate populations in Tier 2 and 3 cities as well as regions that are cut off from mainstream media, Sony Television has joined hands with Vritti i-Media to promote KBC Season 5. This initiative was in line with the newly adopted credo of the show, which declared that ‘Koi insaan chota nahi hota.’
In turn, the initiative looked at exponentially increasing the viewership base of the show by attracting people residing inIndia’s semi-urban and rural regions. Through Vritti i-Media’s award-winning audio advertising network, a promotional effort took shape in the form of the eponymous KBC jingle coupled with a reminder for people to catch the show. The jingle was played at regular intervals at MSRTC’s district-level ST bus-stations inMaharashtra.
This medium enabled KBC to reap clear benefits. Since ST buses are the primary mode of transport for non-metro folk, each bus-stand is frequented by around 40,000 people a day or 2-3 times a week. A commuter is expected to spend about 20-25 minutes at an average in his wait for a bus; at this point, he is eager and receptive to audio announcements. So, playing the KBC advertisements along with the bus arrival and departure announcements on regular basis on Vritti i-Media’s audio network made perfect sense.
As a result of combining Amitabh Bachchan’s booming voice with a memorable jingle and a compulsory listening format, the audio announcement was adjudged the most popular and highest recalled ad in ruralMaharashtra. These were the findings of a survey by Vritti i-Media, which is the only agency authorised by MSRTC to run audio advertisement at more than 80 bus depots across Maharashtra. This medium is estimated to reach an excess of 10.3 crore people a month in the state.
For non-metro parts of India, billboards hold immense potential. Since such regions do not have very high rates of literacy, print may not be the most relevant medium for advertising here. Irregular power supply does not allow TV commercials to be very effective either. In such a scenario, OOH can effectively grab eyeballs 24×7 and fill the coverage gaps left by other media. With limited media exposure in non-metro areas, this medium can thus be amplified, creating greater awareness among consumers there…Read More
Article by Mr. Veerendra Jamdade, CEO, Vritti i-Media
Published in Marketing91, A Marketing Resource blog
Everyone has a favourite jingle. Perhaps we would all hum ‘Hum mein hai Hero,’ or ‘Har ek friend zaroori hota hai,’ if asked to break into our favourite new jingles. As opposed to signature brand tunes like Airtel or Intel, jingles have the ability to establish instant connect with the masses. Their beauty is that they can effectively go beyond audio advertising by permeating into the audience’s life.
In India, jingles are immensely internalised. Children grow up listening to these commercials on radio or watching them on TV, and crooning the tunes in unison with their families and friends. ‘Hamara Bajaj,’ ‘Nirma,’ and ‘Lijjat Papad,’ still have the ability to take us to another time and invoke nostalgia. Similarly, brand songs like Hutch’s ‘You and I,’ Close-Up’s ‘Paas Aao,’ and Lux’s ‘Sone se bhi sohna,’ are gaining increasing momentum due to advertisers leveraging the success of jingles to influence brand recall among consumers.
Recognising the critical need for sonic branding, as the mode is increasingly being called, Vritti i-Media is taking jingles into those sections of society that remained untouched by mainstream media until now. For instance, when HUL required Lux’s Sandal and Cream bathing bar to have superior recall among similar soaps in its category, Vritti was brought on-board to run a 30-day campaign at 85 ST bus-stands in Tier 2 and 3 towns in Maharashtra. A survey conducted to test the effectiveness of the campaign found that women were able to connect better with the brand and preferred it to other soaps.
Also, when the Central Vigilance Commission wanted to promote ‘Vigilance Awareness Week’ as ‘Participative Vigilance,’ anti-corruption jingles like ‘Bhrashtachar tala, desh majboot kara’ and ‘Kayadeshir vyavahar, door thevi bhrashtachar’ were broadcasted in the local language at ST bus-stations, along with contact details of the local Anti-corruption Bureau office. Similarly, Sony Television roped in the company to advertise Kaun Banega Crorepati’s fifth edition, while edible oil company Kirti Gold’s jingles could be heard at more than 80 bus-stations resulting in considerable recall for the brands.
Combining messaging at a local-level with a highly effective medium, created a powerful concoction for successful audio campaigns. Since ST buses are the primary mode of transportation in non-metro areas, each bus stand is frequented by at least 40,000 people a day or 2-3 times a week. In the waiting time of 20-25 minutes at bus-stands, they have an ear out for bus announcements. At such a juncture, they are sure to absorb sonic branding through such jingles. Yet, for advertisers the focus must be on creating memorable brands and not jingles. If jingles are created as a result of this prioritisation, they can become power tools that enable consumers to recall brands even with their eyes shut.
Pune, March 06, 2012: Vritti i-Media, a Pune based arm of Vritti Solutions offering innovative and value for money services introduced a unique and interactive 360 degree audio video media platform which reforms the out-of-home marketing solutions for customers in Pune.
Advertising world has extended beyond the traditional marketing medium. It has spread its wings to other effective tools in order to reach out to a larger set of audiences. The 360O service, an interactive mode of communication offered by Vritti i-Media will provide a complete package which involves consumers in communicating, engaging and experiencing the product from across sections.
Communication – As part of this approach, effective communication is an important element. This is done through messages on big plasma displays, hoardings and information boards at Foodmalls on Mumbai Express and other highways connecting to Pune.
Engaging – By engaging consumers, advertisers will also reach out to the audience comprehensively by involving them in various product displays, attractive promotional schemes and interviews. Bus departure announcement keeps passengers engaged with AV advertisements.
Experiencing – A widespread adoption of eye-catching product activations with contests and shows will provide on ground experience to the consumers. Hence, this tool will reach out to its consumers in a much effective manner.
This new medium is present in all major transit points at the food malls on the Pune- Mumbai express highway as today’s population is largely on move.
Mr. Veerendra Jamdade, CEO, Vritti Solutions Limited commented, “I am extremely glad and proud to offer this innovative tool of 360O approach to my clients. While traditional medium have their limitations and prove to be expensive media marketing tools not just for SMBs but large corporate as well. The 360 O solution by Vritti i-Media is the best alternative to airport advertising with added advantages of being audio and ground activations and offers the best value for the money spent”
The esteemed clientele of Vritti i-Media ranges from Bunty Group, State Bank of India, Mango Holidays, Manish Potdar and Pride Purple to name a few. Vritti- i Media designed and carried out the promotional activities for the Home Loan campaign by the State Bank of India. It also helped Mango Holidays in getting good mileage for their International travel packages.
Elaborating on this Mr.Mohan Agarwal, Bunty Group said, “We are glad to be associated with Vritti-i-Media for offering and designing customized promotional campaigns at Pimpri Chichwad which facilitated reaching out to our target audience much effectively.”
The trend these days in the advertising and marketing world is about the emphasis and significance laid on first hand user experience. Reaching out to the target audience at the transit hubs like highway malls, bus stations, airports as today’s population is largely on move for business purposes, work related, sometimes for studying and many such reasons plays a very crucial role.
In the recent past, Vritti-i Media has won many esteemed and reputed clients like Geetanjali Jewels, Balaji Group, Venkatesh group to name a few.
About Vritti-i Media
Vritti Solutions Ltd., a next generation IT Solutions Company offers innovative IT solutions. One of their flagship brands is Vritti i-Media, offers a wide range of ‘IT enabled’ media solutions. Vritti i-media maintains the parent company values of innovation and offers next generation media solutions and extensive in-depth market research. Vritti was also bestowed with a Gold award in the Best Transit Media category for its iconic ‘Lokmat’ campaign which showcased Vritti’s innovation in message delivery at MSRTC bus stands The Audio advertising solution of Vritti i-Media won Silver Award for the Best Format Innovation – New Media category at the Outdoor Advertising Awards, 2011