An exclusive insight into the Mercedes Benz Campaign on Adgully.com, a known advertising & Marketing portal that tracks, records, analyzes and interprets the latest news happenings and economic changes that take place in the business of media, marketing and advertising.
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In an exclusive interview with Mr. Veerendra Jamdade, CEO, Vritti i-Media, Exchange4Media understands the potential of Vritti’s service offerings in effectively reaching the potential consumers of tier II and tier III cities.
Vritti i-Media’s audio advertising network across public bus stands and unique audio-visual advertising at highway food malls forms an innovative platform of OOH advertising for advertisers in India. While the audio advertising network is used as an efficient tool of rural advertising by a vast array of brands, the audio-visual signages at highway food malls are becoming a excellent OOH advertising tool for marketers to connect with the niche consumer segment.
Get more insights right from the founder, Mr. Veerendra at http://www.exchange4media.mobi/Story.aspx?news_id=46153§ion_id=26
April 25, 2012: Wherever you go, the ads will now follow you. Imagine waiting for a bus at an inter-State terminus and hearing a jingle waft out of the public address system. Or driving down a highway, and finding that wayside eateries are offering product samplings of all kinds of brands.
In Maharashtra, 80 bus stations and several food joints on the expressways are already doing this.
Take a drive down from Mumbai to Pune and if you stop at the food mall near Khopoli, you might see LCD screens beaming ads of online travel firm Make My Trip. Billboards at the eatery scream out messages highlighting the ease with which you can book bus tickets on the travel portal. For Make My Trip, which recently launched its online bus booking services, the highway was an obvious location to introduce the concept to potential users…
Read More on Hindu Business Line
Considered the pinnacle of automobile luxury since its launch in the Indian market in 1995, Mercedes–Benz is among the few car-makers to have a varied and extensive range of luxury cars in India. On Saturday, March 10th and Sunday March 11th, 2012, commuters travelling between Pune and Mumbai by road were pleasantly surprised on being greeted with communication by none other than the car company that has captured the imagination of India’s aspiring masses for decades.
It was to attract the high-end segment of a prospective clientele that the eponymous brand decided to campaign at the famous Food Hubs on the Pune–Mumbai Expressway. It is a known fact that food hubs adjoining the area attract maximum high-end traffic on weekends, given that Pune and Mumbai are both important industrial centres seeing a shuffle of workforce. People stopping at these food hubs were greeted by teams from Mercedes. Received with warm smiles and special gift hampers, a whopping 310 commuters that stopped by were also given the opportunity to touch and feel Mercedes cars and even take them for a spin.
This innovative and impacting consumer interaction for Mercedes–Benz India was a brain-child of Vritti i-Media, a major media owning group based in Maharashtra with the sole rights for 360 degree-branding on Expressway & Highway Food malls & prominent stopovers. For Vritti i-Media, the rationale behind this campaign was to emphasise first-hand user-experience. The target groups that advertisers are keen to attract are largely on the move for business and study and so the implication of this campaign hits the nail on the head.
With its 360 degree branding solutions along with its proprietary Audio – Visual Network for out-of-home marketing, Vritti i-Media has effectively reached out to appropriate target audience at transit hubs like highway malls, bus stations or airports in the past. Companies like Bunty Group, State Bank of India, Mango Holidays, Manish Potdar and Pride Purple have already tasted success with Vritti i-Media. Efforts to engage the audience include huge plasma displays, hoardings, information boards, product displays, promotional schemes and interviews. In addition to this, audio communication is also intertwined with bus departure announcement that the audience is eager to hear.
To sum up, by choosing to grab those idle moments when commuters take a break from their arduous journeys, Mercedes–Benz India has experienced victory on the go—quite perfect for the brand which is always driving forward if you think about it.
