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.
There’s a reason so many start-ups are focused on software-all you need is a computer and a brain. This is the reason that when Veerendra Jamdade graduated in mechanical engineering in 1988, he decided to work on software development…
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Transit media is defined by Wikipedia as : Transit media is a form of out-of-home advertising that uses vehicular platforms to establish a mobile brand presence. Typically, transit media campaigns are employed in denser urban environments to maximize brand exposure to both pedestrian and on-road traffic. The medium has traditionally been limited to featured advertisements on buses and trams, but in recent years has extended to various sub-categories, such as dedicated car, van or truck advertising.
This definition gives a glaring insight into the way media planners and advertisers have looked at transit media traditionally and mostly with a bias in perception adopted from the “western or developed” point of view.
1) Transit media is typically for high-density urban environments
2) Used of pedestrian or on-road traffic
Even today, even though population density and migration indicated an urban or city-based trend, as the old adage suggests – close to 70% of India’s population still resides in villages – still holds true. Especially if you factor Tier 2 and Tier 3 cities and towns. So what is the dynamic and impact of transit media on rural audiences in India? If we take just one out of the total 28 States in India, Maharashtra, close to 90 million people reside in semi-urban and rural pockets across the geography. Well, these are a few points an advertiser should consider to understand the potential of this medium for brand campaigns and product marketing:
1) The average population at high density transit points in Rural Maharashtra is 40,000 per day
2) If you only account for State Transport (ST) bus stands operated by Maharashtra State Road Transport Corporation (MSRTC), the total population which goes through 85+ locations is a whopping 10+ Crore or 100 million .
3) Of the 90 million residing in rural pockets, with 55 million in semi-rural or rural areas, only 40%-45% have access to Print & TV as mediums
4) Close to 46% of this population is in ‘media darkness’ or not being approached effectively by any media
With increasing innovation in transit media and better understanding of media planners and advertisers of alternate and established mediums Corporates and brand are able to effectively reach out to rural markets and audiences in India.
As the market in Urban India saturates, marketers will have to seek more smart, cost-effective and intelligent means to reach out to the right target audiences and expand their reach to a potentially untapped market opportunity which exists today. Those who seek to think beyond the ‘A-Z’ of media planning and venture to truly understand the dynamics of Indian rural markets and audiences will survive in time to come.
Vritti i-Media is an award winning technology and media innovation company, which has set-up an established network of technology enabled audio advertising solutions at bus stands across 80+ locations in Maharashtra and audio-visual advertising network at critical hubs with high population density like food-courts on highways. With their unique outdoor advertising (OOH) solutions they have helped large corporates, SMEs, entrepreneurs and small business owners to effectively use their network of ‘transit media – media on the move’ to reach out to audiences in rural Maharashtra.Image (Source)
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Rajesh Radhakrishnan, director at Vritti Solutions who also handles marketing, says that while the tier 2 & 3 towns may not exactly be media dark areas, audio and audio-visuals works best especially at a catchment like bus stations. Back in 2007, the company was clocking a turnover of Rs 50 lakh. In 2010, it touched Rs 6 crore with the automated public announcement service providing the lion’s share of the revenues.
In small towns and villages, marketers often find themselves challenged when it comes to choosing the right media. In such a scenario, targeting roadways – the lifeline of connectivity – is a force multiplier. For instance, using the automated public address in bus stations in Maharashtra, brands like State Bank of India (SBI) ran a campaign on loans. “While the 20 day campaign generated Rs 550 crore worth of enquiries, the communication also gave examples of a sarpanch (headman) of a village talking about availing loans and repaying on time. That way SBI was able to touch upon NPAs (non-performing assets) arising out of non-payments,” says Radhakrishnan of Vritti.
In June 2010, Uninor launched its services in Maharashtra and the target market was small towns and villages. “There are no regional newspapers that reach out to these markets nor are there local radio stations. Yes, television penetration is high, but it’s not cost effective,” says Rajeev Sharma who is circle business head – Maharashtra & Goa at Uninor. It was during the Pandharpur yatra, a religious congregation that takes place in July-August in Solapur, Maharashtra, that Sharma sensed the opportunity of using bus stations to target the masses travelling for the festival. “Bus stations are huge catchments, but the outdoors in and around them are completely taken by the local brands. The automated audio that’s digitally controlled thus ensuring audibility, one can say proved to be the clutter breaker in announcing the brand to the audience,” he states.
However, audio medium has to complement other below-the-line activities that marketers undertake, because at best, even in the case of automated public address, it spreads the message and generates word of mouth. But conversions, trials and usage at POS happen through on-ground activation. “Media such as public address cannot be a substitute for other activities. It has to ride tandem with activities like van media, road shows at the mandis, bus stations or the town circle. Conversions happen when people are able to see and touch the product,” says Khurram Askari, CEO, Insight Connect, a small town & rural marketing specialist agency based out of Hyderabad.
Vritti’s experiments with a digital audio systems shows that technology can play a role in reaching out to the far flung markets. But the usage of technology has to be in line with the touch points that the people in these markets are accustomed to and use regularly. Else the chasm between India and Bharat will continue to grow.
Source: Economic Times
Kirti Gold, one of the leading edible oil brands in Maharashtra has decided to renew its contract with Vritti i-Media for the 4th year consecutively to maximize its reach across semi urban and rural areas of Maharashtra, where Vritti’s audio network has the widest reach. Kirti Gold’s outdoor advertising campaign with Vritti i-Media was initiated in 2007 with 17 bus stands as pilot to run its audio jingle. This medium gave tremendous response to Kirti and testimony to it was when Vritti expanded its network to 35 locations in 2009, Kirti was the first one to jump in and do their advertising campaign across all 35 locations .Subsequently in year 2010 Kirti signed with Vritti for 12 month campaign across 80+ bus stands.
Numerous surveys conducted by Vritti i-Media over the years have showcased that Kirti Gold has consistently topped the charts as the ‘most recalled brand’ by the audience at bus stands (unaided) in all districts of Maharashtra, which has resulted in a direct and positive impact on their revenues.
Speaking about the renewal with Vritti i-media, Mr. Anand Bhutada, Director, Kirti Oil mills says, “Our relationship with Vritti goes back to 2007 and they have been a strong communications partner ever since. Vritti i-Media has helped us to become a household name in Maharashtra today and we are confident that extending this partnership will help cementing Kirti’s position in the market as the leading edible oil brand in Maharashtra.
Mr. Veerendra Jamdade, CEO, Vritti Solutions says, “We’re extremely proud to be associated with a brand like Kirti Gold which stands for quality and high consumer satisfaction. I would like to congratulate each member of my team who has worked consistently to ensure the highest standard of delivery to the client which has resulted in the highest brand recall for Kirti Gold across Maharashtra and the renewal of this contract.”
Vritti i-media’s audio advertising network is present in over 80+ locations at MSRTC owned bus stands across Maharashtra and reaches out to a transit audience of over 40, 000 people everyday. Vritti’s audio advertising solution is an award winning medium that helped brands like Lokmat, SBI, Idea and Sony TV channel connect with the rural audiences through audio jingles played at bus stands in Hindi and Marathi.
Vritti i-Media are proud to be the Silver Partners of the 4thAnnual Rural Marketing Strategies Conference by marcus evans, a leading global strategic business events firm. The event will be held in Juhu on the 21st and 22nd of July 2011 and the theme is ‘Establishing a cost effective reach model and prying into rural consumer behavior to fully optimize the rural potential’.
The 4th Annual Rural Marketing Strategies Conference brings together top level industry professionals that are looking to overcome the numerous challenges that they are faced with while marketing to rural areas and discover ways and means of innovative marketing and sales methods that will aid in effectively reaching out to the rural populace. The chairpersons at the conference are R V Balasubramaniam, Vice President, Reliance Industries and Benjamin Mathew, Partner & Co-Owner, MART. Speakers include representatives from ITC, Godfrey Philips, Tata Tea, Nokia, HDFC Bank, Acer and other such prominent companies.
Mr. Veerendra Jamdade, CEO Vritti Solutions Limited, a first generation entrepreneur and a reputed rural market expert with over two decades of experience in the rural spaces will be the keynote speaker at the event and will share inputs on how corporates and brands can effectively reach out to rural consumers in India.
Some of the topics that well be discussed at the event will include deciphering the behavior and psychological mindset of the rural consumer, creating brand awareness in media dark areas using traditional media and innovative ideas to appeal to your rural consumer, customising your products and services without diluting the quality to capture your rural customers and also acknowledging the purchasing power of your rural consumer.
Where would we be without the current advancements in Technology? Cell phones, televisions, internet? It’s hard to imagine our lives without technology these days, even if we were to take out just one of the above. In fact, right from the time we wake up to the time we go to bed after a long, hard day, it is ‘technology’ that makes our life easier.
Technology is applied everywhere. What man once did with his hands, is now done with a simple press of a button. Right from machines that dry our hands to machines that polish our shoes to machines that heat up food, yes, we’re talking about the Microwave, everything is possible with the help of technology. The same can be said about the role technology plays in media content delivery.
We’ve come a long way since the times of the kabootar and the messenger of the early days and other so called ‘ancient’ forms of communications. Nowadays delivering a message by means of technology is the proverbial ‘piece of cake’. There are so many effective mediums that are on offer that serve the purpose of sharing information, that too quickly and efficiently. Media content delivery through the television, radio, audio ads has shown that delivering content to the masses is no longer a task that needs to looked at as cumbersome. It can in fact be used to such perfection and with such ease that the message can be delivered to the right target audience, at the any place and at any time.
Audio ads at bus stops, for example, depict exactly how technology can be used to effectively deliver media content to the masses and ensure that the message is heard by the right target audience. Just one of the many advancements that allow for technology to play a role in media content delivery.
Tuning into the radio makes people happier and gives them higher energy levels than watching TV or browsing the Internet, a new study has found. The study conducted in Britain showed, that based on a survey, radio came out n top, beating both TV and online, with respondents recording a 100% lift in happiness and 300% boost to their energy levels when listening to the radio.
Watching TV and surfing the web boosts peoples happiness and energy levels but failed to come close to the positive radio listening has on a person’s well being. The study found that listening to the radio increases peoples happiness levels almost twice as much as watching TV does and gives them four times the amount of perceived energy.
Similarly radio triumphed peoples feeling when they were online, especially in the energy stakes. Those listening to the radio said that they felt three times more energetic than they did when browsing the web. A separate part of the study also used brain scans to further monitor people’s reactions to radio. Having mentioned the wave activity in six persons’ brains (three men and three women), the results showed radio stimulates positive brain engagement levels and they are more responsive to audio advertisements preceded by editorial content.
It just goes to show that audio as a medium when it comes to advertisements in the form of audio ads can be extremely effective, especially if it is the form of a catchy tune or jingle.
Veerendra Jamdade, CEO, Vritti Solutions adds, “This is an interesting finding which is applicable to a universal set of audience. It’s as simple as music makes people happy. In India, the oldest mode of audio media is radio. Over the years, radio has been developed as an interactive mode of communication. It has connected to millions of audience and the impact has been far reaching. Advertisers have realized the potential and look for innovative ways of using audio as a medium to communicate with consumers. The findings of this report validate the growing interest of advertisers in the audio medium. Innovative use of this medium can not only facilitate greater audience engagement but also assure higher brand recall.”
Vritti i-Media successfully marketed Lemon Mobile through their Digital World Audio Network (DW AN). The jingle was used as the audio advertisement at bus stops and was played at regular intervals.