ET Edge, a subsidiary of The Economic Times is pleased to announce the 2nd Annual Edition of “ The Economic Times Rural Strategy Summit” centering on the theme “Past – Present – Future” scheduled on Friday, 19th December 2014 at the Courtyard Marriott, Mumbai.
One of the key speakers in this event is Mr Veerendra Jamdade Founder, Director, CEO of Vritti Solutions.
This summit will be attended by 100 + Senior level Decision makers (Chief Executive Officer, Chief Operating officer, Managing Director’s, Chief Marketing Officer, Head Rural Marketing, Head Rural Sales, Head Product Marketing, Head Brands, Head Business Development etc.) from diversified sectors in India thus giving you and your team an ideal opportunity to LEARN, NETWORK & BENCHMARK with key players in the industry.
This event is sponsored by Vritti I Media pioneering in Innovative Outdoor advertising solutions for rural markets
Pidilite Industries has a strong foothold in the Indian adhesive products’ markets. Products like Fevicol have become synonymous to adhesive for Indian consumers. However, Pidilite sensed an untapped potential in the rural markets that are developing rapidly. So a campaign was to be executed to capture rural minds. Vritti I Media’s expertise in rural marketing worked wonders and the campaign proved successful.
The brands to be promoted were two of the flagship brands of Pidilite- Fewi kwik and m-seal. Products under both of these brands are positioned as household essentials. These products come in handy for a wide variety of affixing purposes and materials ranging from plastic and ceramics to leather. So the idea behind promoting these brands was to increase recognition by educating rural consumers on the simple and quick use of these products for day-to-day affairs.
Starting with Kolhapur, Sangli and Aurangabad areas in Maharashtra, Vritti I Media launched the brilliant campaign –The AudioWala Bus Station. The agenda of this campaign was to grab the attention and drive engagement from audiences. Bus stations being the most frequented and busiest points in rural areas were chosen as campaign venues. Nothing sparks interest as innovation. Vritti I Media used its innovative prowess in creating jingles to play at the AudioWala Station, which caught the audience’s interest immediately.
In terms of product-education, once the crew had enough spectators, live demonstrations were given about product utility. This idea was such a hit that the average was 50 demos per venue per day. To drive further engagement, the crew entertained the public with various games and the response was significant. There were around 1000 walk-ins and 50 participants per day.
Taking into consideration the tremendous response and engagement rate of the campaign, the efforts have been doubled and an even greater participation is expected. With the success of this campaign, another feather has been added to Vritti I Media’s already buoyant cap. After working successfully for Hero Honda and Parle G, the agency has once again proved its mettle in product-promotion. Vritti I Media has also displayed the efficacy of rural marketing for consumer goods.
Rural marketing is the process of marketing in rural areas. It includes the implementation of various marketing and promotional strategies and policies in rural market with a view to convert the needs and wants of rural people into demand. Rural Marketing is a two-way marketing process which encompasses the release of business activities that direct the continuous flow of goods from urban to rural areas and the other way around. In India rural marketing has emerged as an important aspect in marketing discipline.
The best part of rural marketing is it is a large and scattered market and has tremendous opportunities. It is not the buying power but the distribution power, which has the biggest hindrance in realizing the potential of the rural market. It is not only the size of the population that makes rural markets in India very important for marketers. Rural markets offer tremendous potential for business development, market expansion and growth. Rural markets offer massive prospective for market expansion and growth.
Change in infrastructure and reach, guarantee a splendid future for those planning to go rural. Rural consumers are excited about the branded goods these days, that the business sector and market size for products and services appears to have expanded drastically.
Vritti iMedia understands the scenarios in the rural market and have accordingly planned steps towards advertising in rural areas. With proper research and analysis, Vritti iMedia have considered all the facts that add up to the advantage of creating awareness in the rural areas and if we look at it from the macro point of view it has also helped develop India.