Vritti i-Media’s unique selling proposition has been its distinct range of outdoor advertising services. The most prominent of these is a result of the company’s tie-up with Maharashtra State Road Transport Corporation (MSRTC) that has enabled it to make announcements at village bus stations, combining bus announcements with advertising. This OOH offering encapsulates a fundamental credo of the company, which is reaching the consumer when he is idle and receptive to information or communication. This service has been among Vritti i-Media’s most distinct and successful offerings since it has allowed advertisers to establish a significant degree of brand recall among the target audience. So, having met peerless success for this innovative advertising solution, Vritti i-Media has stepped up its plans for aggressive growth and expansion in the country by now taking its entire groundbreaking basket of offerings to north and south India.
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.
In today’s market where one is surrounded by 1000 brands – big and small, established or upcoming – it has become a daunting task for the consumers to retain brand information over a period of time. Where on one hand a consumer is not getting attached to more than 2-3 brands at a time, the brand itself is not getting enough recall value for its products. Besides the mid-level and bigger companies, the SMEs are bearing the brunt to create brand values.
Read insights from Mr. Veerendra Jamdade, CEO, Vritti i-Media on how SMEs can make effective use of innovative OOH media to connect with their target audience on Bizxchange.in
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…)
In western India, especially the regions of Mumbai, Konkan and Pune in Maharashtra, Ganesh Chaturthi is celebrated with immense pomp and fervour. The celebration that marks the birth anniversary of Lord Ganesha, is typified by thousands of Ganesha idols being brought into homes, offices and temples annually; and worshipped for one and a half or 5–10 days. On the final, eleventh day, the Lord is believed to return to his heavenly abode and several grand Visarjan processions lead the idols for immersion into local water bodies. Thousands bid farewell to the God of ‘auspicious beginnings’ with artis and offerings and pray that he returns quickly next year. By the fifth day of Ganesh Visarjan, as many as 50,591 Ganesha idols and 4,419 Gauri idols have been immersed in Mumbai this year alone. (more…)
In an exclusive interview with SME Times, Veerendra Jamdade, CEO of Vritti i-Media said that it is important for Small and Medium Enterprises (SMEs) to identify the specific target group on which they would like to focus and then set the short-term and long-term brand objectives without being conservative in choosing the medium.
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.
It is estimated that three-fourths of India’s population—between 750 and 800 million people live in India’s hinterlands. With statistics showing that consumer goods have 30:60 share in favour of rural demand, corporate India is exploring all possible routes to this population, most of which is completely cut off from main-steam media and mass communication. For an advertiser, reaching out to such a target group can be a daunting, if not a challenging and painstaking process, which is why the use of new and emerging technology platforms seems to be the ideal solution.
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.
What makes the dhoti-clad villager—sipping cutting chai on a chaupaal—an indispensable golden opportunity for the corporate giants? Why are suave city-based marketing personals struggling to formulate strategies to woo and tap such villages when they do not even fully understand their language?
The answer lies in the sheer market size of rural India. A 2011 news report in the Financial Express based on a study by Rural Marketing Association of India (RMAI) highlighted that the rural market accounts for over two-thirds of India’s population, 56% of its income and 33% of its savings. Further, rural India equals 12.2% of the global population and is therefore the world’s single largest high-potential market. It accounts for 53% and 59% of FMCG and durables sales in India, respectively. However, the key concern that confronts every marketer today is reaching the scattered landscape of six lakh villages or a population that is thrice as large as urban India.
A hidden opportunity: Haats or rural hypermarkets?
Weekly markets called haats are strategically located to cover a cluster of villages. They have become the epicentre of economic and social exchange in rural India and in doing so, provide a readymade solution to the problem mentioned above. In a report by RMAI, ‘Haats as marketing hubs,’ published in Financial Express in 2011, some interesting facts about rural India’s shopping patterns were revealed. India’s 43,000 haats generate annual sales of Rs 50,000 crore. Almost 98% of villagers regularly visit haats, while 75% of them are estimated to frequent a specific haat each week. Haats cater to anything between 21–57 villages and host footfall ranging between 5,600 to 12,000 visitors a day, depending upon its size. Anywhere between 327 and 545 stalls may be found in a haat. Two-fifths of total attendees are women.
Haats perfectly sync with villagers’ psyche of making a value-for-money purchase out of a variety of offerings. They offer a touch-and-feel experience of products and drive sales by word of mouth. The favourability of these factors for companies, along with brand awareness, low selling overheads, majority cash sales and redistribution opportunity have prompted telecom majors Nokia and Motorola to augment sales through village haats. Tata Shaktee, which offers roof sheets, has witnessed a 25% rise in sales after they devised a pilot project in 100 haats which comprised setting up direct selling stalls. Similarly, Tata Agrico has rural haats to thank for a significant expansion in their market share from 30–40%.
Festive melas and road-shows
The eponymous Kumbh Mela has become a favoured destination for MNC FMCG behemoths like Colgate-Palmolive that distributes free tubes of herbal toothpaste or for Hindustan Lever that markets its Lifebuoy soap. Similarly, Samsung’s road-show for its ‘Dream Home’ campaign constituted trips across 48 small towns in 100 days were aimed at augmenting brand awareness for its electronic offerings.
The road ahead
It’s high time that marketers evolved their notions regarding the emerging rural class in villages. From being aspirants of roti, kapda and makaan, to becoming brand and value conscious buyers, the rural consumer market is seeing sea-change. By communicating with consumers at the venues they frequent, marketers can hope to make their fortunes in markets beyond metros.