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 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…)
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…
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“In 2012, not just big brands like HUL, even SME and niche area marketers and advertisers will look beyond metros, that is, small towns for all product launches and promotions as the metros are getting saturated. This will happen for all lifestyle, cosmetic products and electronic gadgets. Technology will play a vital role in OOH for monitoring and control.”
To know more about the future of OOH media in India, read on
Summer is fast approaching and families are busy making plans about where to go and how to travel. Whether rail or road, these potential consumers will spend hours en route, and perhaps make a few pit-stops at food-malls. As advertisers, it is important to stay ahead of the marketing curve by making the requisite moves to convert this fast-approaching opportunity. By considering various new and flexible modes of OOH, advertisers can make the most of the vacation season to up their sales amidst tremulous economic conditions.
Transit advertising and advertising at food malls are the new buzz in OOH. By enabling brands to reach consumers through media such as branding on vehicles, as well as audio announcements or attractive displays at bus stops or railway stations, advertisers can reach their specific target markets through flexible and dynamic means. For instance, Vritti i-Media has a well-established and proven network of tech-enabled audio advertising solutions for non-metro regions. Through effective announcements at Maharashtra State Road Transport Corporation (MSRTC) bus-stations in over 80 locations, the company continues to make waves in Maharashtra’s hinterlands.
Vritti i-Media also scores above its competitors in the audio-visual advertising space for high-population density spots such as highway food-courts. FMCG and retail companies can harness a basket of unique infrastructure such as that available with Vritti to launch innovative advertising campaigns. One such campaign was Dabur’s initiative to adopt 150 highway dhabas. Under Dabur’s plan, the interiors of dhabas were refurbished and branded props were used to promote the sales of the digestive tablets, ‘Hajmola.’
Bharat Petroleum made a similar move when they started a chain of dhabas christened ‘Tadka’ to offer a hygienic dining experience to highway travellers.
Additionally, Perfetti, Emani, PepsiCo and Godrej have also explored the avenue of brand alliances with food hubs as an invaluable point of sales to draw customers. Besides this, along with media like signages and kiosks, audio-visual screens can increasingly be found at food-malls along the Mumbai-Pune highway. These enable multi-lingual communication at modest costs.
In the space of audio advertising, Western Railway (WR) has joined the bandwagon by leasing air-space on its public announcement systems. For example, Kaun Banega Crorepati booked 3,600 seconds for three days of air-time, valued at Rs 4.5 lakh from WR.
This initiative by WR has met with loads of success and helped the railways rake in almost Rs 13 crore. Such a response proves that there are ample takers for this league of advertising communication. Since this mode is aimed at a captive audience, it is low cost. Due to the benefits of flexibility, cost-efficiency and effectiveness, brands are increasingly waking up to this idea of advertising that generates brand-goodwill among travellers.