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.
Mr. Rajesh Radhakrishnan, Director – sales and marketing, Vritti i-Media in an interview with Economic Times shares insights on SME advertising in India. He also talks about a successful case study where a local fast food joint owner went on to build his brand using audio advertising at bus stands provided by Vritti i-media.
Read more on Economic Times
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.
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.