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Brand Marketing Ideas for Rural Audience

i-Media Updates / By

It is impossible today to take the business to new heights without including rural market. Yes, once upon a time neglected segment of the Indian economy; today becomes the deciding factor. Marketing managers today spend a significant energy in deriving effective strategies that lure rural population. With highly charged innovation and creativity, today companies develop incredible ways of taking the products and services to the remotest located person.Yes, it needs a lot of research and analysis, but the results are overwhelming. There have been examples of brands that created history after reaching the high-potential rural consumer market in India. Here are some useful and impactful ideas to get the attention of the rural audience. Establish touch points Well, it is not an idea that needs huge resources. Today, technology helps in building effective virtual touch points if it is not possible to establish physical setup. Mobile phone penetration in India has been phenomenal, and smartphone usage in rural India is much significant than people think. In such scenario, establishing touch points would be an effective idea. Using the regional media Yes, it is more effective to use regional media in the rural market as people connect to the local language more than English or Hindi.It is important to get adequate coverage in the regional media to reach the target audience for better penetration. Promotion in the movie theaters is a brilliant idea in the rural market. Since there are predominantly single-screen theaters, the cost burden is quite low. Innovative companies such as Vritti Imedia thought a path-breaking idea of using bus stands for product promotion and branding. Since bus stands have enormous footfall in the rural market, it is possible to reach a large audience at limited cost. Influence marketing Though not popularly used, influence marketing could be an effective tool in the traditional rural market. In spite of the influence of electronic media and other new-age tools, people have a great faith on the personal experience. Influencing buying decision by making use of heads the consumers believe is useful and effective. Many companies create a strong user base that acts as catalysts for further sales. Using these tools cleverly and integrating it with further effective ideas of amplification, brands, and services can establish a good rapport amongst the rural consumers. As the rural segment becomes a deciding factor, it becomes all the more important not to ignore it anymore.

Brand Activation In Small Town Melas And Jatras

Articles and Opinions / By

When 75 percent of the population belongs to the rural market, it is inevitable to build strategies that suit this huge population. However, unfortunately, all our marketing efforts have been centered on the urban population. There were several reasons behind the disparity. Firstly, the rural consumers were not very brand conscious earlier. They were more concerned about the costs. Secondly, they were disconnected to the mainstream. There was a huge gap between the thinking process and lifestyles of both markets. Hence, it was not possible to derive a unified marketing strategy. Thirdly and most importantly, it was not at all viable to pour huge money in deriving strategies about the rural market only. The past three decades made a revolutionary change in the marketplace. To cop up with the change, it becomes mandatory to alter branding and promotion strategy. Using unconventional modes such as melas and jatras Yes, as the clich goes necessity is the mother of invention; the need for developing cost-effective and impactful strategies to reach to the heart of rural consumers gives birth to a wonderful idea- making use of melas and jatras for brand promotion. The idea was tried by creative companies like Vritti Imedia and it was a super-duper hit. It has been tried and tested multiple times, and every time it has emerged as an incredibly effective way of attracting the rural mass. Why is it so much striking? Melas (fares) and Jatras (religious gatherings) have been an integral part of the rural lifestyle. Every temple and deity is important for the masses, and there are huge gatherings on the specific days that are considered auspicious with respect to the specific religious place. Since there is a huge crowd, these melas and fares give a great opportunity to reach the consumers. Nowadays, brand activation strategies in the fairs or melas are not purely commercial. They are designed in such a way that they offer direct benefits to the consumers. Small town melas and jatras are excellent opportunities When activities are planned in such a way that they offer direct benefit to the consumers, the brand association is everlasting. For example, foot massage service by a pain balm or chilled drinking water by a packaged drinking water company creates an everlasting impact. By using out-of-the-box ideas, marketing companies or brand activation agency achieve incredible reach and brand association. The experiments have been greatly successful so far, and there is still a huge scope for improvisation.

Pet ki thandak and Pet ki Badhajmi were buzzwords during Pudin Hara campaign at ISBT Kanpur

Press Releases / By

Dabur is amongst the most trusted names in India for products that are unique, outstanding and natural. It has a wide variety of brands that outshine in the competitive scenario. In the unbearable heat wave recently, Dabur India and Vritti Imedia used their famous AudioWala Bus Stand for reinforcing the effectiveness of Pudin Hara to provide immediate relief from stomach disorders and indigestion. Mr. Sunil Sharma the Head of Activation stated that The idea of choosing bus stand was to do something unique and we had envisioned that it is a place where large footfall happens throughout the year and because of that, providing safe and clean drinking water is a challenge. Jhakarkati Bus Stand (Inter State Bus Stand Kanpur) was chosen due to the high number of registered buses (up to 1000 daily) and the average footfall of 45000 people approx. These statistics make it ideal for contextual communication. A campaign that touched thousands of hearts Mr. Rajesh Radhakrishnan, Directory Vritti iMedia stated that Dabur India and Vritti Imedia worked relentlessly to make this brand activation campaign a grand success. Right from arranging permissions from relevant authorities to ensuring the effectiveness of the audio system and conceptualizing appropriate jingles to live wet sampling; each activity required meticulous planning and flawless execution. Rigorous efforts of two months proved fruitful when the campaign could reach out to thousands of people and offered pet ki thandak (cool sensation in the stomach) and relief from Pet ki Badhajmi (indigestion) by Pudin Hara, the tested and trusted brand. While Pudin Hara jingle stated its benefits, people got a chance to experience its effectiveness in the form of live wet sampling of Pudin Hara liquid and fizz in filtered chilled water. Obviously, the impulse was explicit and impressive. People found it immensely effective in the hot summers of 44 degrees. It was a refreshing experience indeed. The immediate benefit was to successfully capture attention of a large captive audience base. It was a unique and first time in the history in the niche. The success story in hard figures At the end of the day, the effectiveness of any campaign should be reflected in hard data points. As far as the success of this campaign, it was indeed a greatly successful campaign. Mr. Sunil Sharma further appreciated the activation saying it fulfilled our branding objective to the core. The fundamental idea behind this campaign was not only to create brand awareness but to establish a direct association between the cool relief by consuming Pudin Hara in the scorching summers. In only 7 days more than 8055 people used the samples at ISBT Kanpur and a total 46667 samples used in 9 different locations, and over 260 Thousand people estimated heard the jingle. Remembering the fact that the campaign was on for one week only, it was a grand success by all means. Around 45 percent people inquired about the product and its availability. The wet sampling was done in the wholesale markets of Uttar Pradesh, Delhi and NCR which also got an overwhelming response. As per figures, more than 46667 people got relief from the stomach ailments in the duration of one week while the campaign was on. As far as direct sales impact in concern, a surge of sale was visible in the surrounding markets post this activity. It indicates the success of the activity.

Importance of Rural Marketing in Indian Economy

Articles and Opinions / By

What does Rural Marketing mean? It is nothing but applying the fundamental marketing concepts to cater the needs and aspirations of people living in the small towns and villages. In a country like India, it was a neglected niche until a few decades ago. Marketing agencies and marketing managers were concentrating on the big cities only, and the whole focus was to conceptualize marketing and advertizing concepts that suited urban population. However, with the economic revolution in the decade of nineties, there has been a revolutionary change in the overall market scenario in the country. Today, rural market is an integral part (rather a significant part) of the overall marketing strategy, and there is a presence of dedicated rural marketing companies in india such as Vritti Imedia! Why is rural market a lucrative area? It is because the rural market is growing at a faster rate than the urban. Yes, the big cities and towns are a saturated market where a large number of products struggle for a small piece of pie. In the rural market, there is a big unexplored market even today. It is the reason; marketing gurus organize specific rural marketing events in india targeted towards the likes, dislikes, and beliefs of local population. It is a guaranteed success mantra. When products, brands, and services touch the emotions of rural buyers; the penetration is deeper and long-lasting. The gap between rural and urban lifestyle reduces fast Gone are the days when products were limited to specific strata of the society. Today, the things are within reach of every person due to the increase in the paying capacity. In such scenario, rural marketing agencies in india need not design separate marketing campaigns for urban and rural mass. The gap in the lifestyle is reducing pretty fast, and there is very little difference in the living standard. Therefore, products and services that were limited to the urban sector have become relevant in the rural areas as well. It is a good sign from the market perspective. Why do you need a dedicated rural marketing agency? You need it because there you find experts who know the ins and outs of the rural marketing. Hiring a seasoned Rural marketing agency in pune e.g. Vritti Imedia is a guarantee to success. By coming out with plans and ideas that touch the heart of the rural consumers; it brings big benefits and high profitability to the clients.

Incredible rural marketing ideas of Vritti Imedia plunged Pandharpur Wari last year

X advertising in rural india / By

Pandharpur Wari, Wari, Ekadashi Yatra; you call it by any name. It is the biggest occasion of Maharashtra where millions of people walk miles barefoot to show the gratitude, devotion, and dedication towards Lord Vitthal. Yes, it is the lok mahotsav (festival of people) where age, sex, caste and financial status lose their relevance. Everyone is equal, everyone is a warkari , heading towards Pandharpur with the only wish of having a glimpse (darshan) of the holy idol. The tradition is centuries old, and year after year, more and more people are getting attracted towards it.It is needless to say that the government, local administration, police, and traffic departments have to work extremely coordinated manner to make it a grand success. Vritti Imedia is amongst the leading rural advertising companies. IT brings out useful and innovative marketing ideas that dont just promote a brand but also become a helping hand to the administration. Vritti Imedia serves the whole bouquet of clients spread across domains and businesses from telecommunications to Food & Beverages and FMCG to Retail Advertising.Nowadays Banking, automobiles, Financial Services & Insurance also seek help from Vritti Imedia to stand in competition. Vritti always brings something new and different Yes, the creative brains at Vritti dont believe in repetition. The marketing teams sit together and collectively work to explore mind-boggling ideas that are out of the box and beneficial to the pilgrims. Social awareness, health, and welfare, public service and support to administration are the core principles behind every marketing plan. In the Pandharpur Wari last year, the company promoted several brands in such a manner that pilgrims had a direct and long-lasting association with the brand. A few ideas that banged Pandharpur last year Goodknight Fast Card, the quickest mosquito repellant made an impressive presence with innovative marketing ideas. Fast Card branding on tarpaulins, establishing tents for pilgrims, fully-equipped stage and bhajan pandals offered convenience and relief to the people. Ambulance, watch towers for the police department, free drinking water supply, and mobile charging points at convenient locations. Free samples of FastCard were distributed amongst people to have a rea-life experience of its effectiveness. There were washing zones with an extensive branding of Ghadi Detergent. Pilgrims were offered free washing facility. Iodex brand offered free foot massage to the pilgrims and Navratna Oil relieved them from the headache.On behalf of SBI Life, free health checkup camps were organized for people. Zee Cinema offered free entertainment and live darshan of the idol in well-maintained pandals.