vritti

Author name: VrittiMedia

Rural Growth is Key to Indias Success

rural marketing, rural promotion / By

When they say India lives in the villages, they are not wrong. A country where more than 80 percent of the population lives in small and middle-sized towns (a chunk of the population contributing eight to ten per cent of the total economic growth); how can one ignore it? Economists say that the key to growth lies in the rural sector, keeping in view the saturation in the urban areas. It is the time to turn back to villages A big chunk of the Indian population which lives in the rural areas was neglected for more than two decades after the economic policies took a U-turn from the traditional socialist ideology to so-called capitalist market. Everything from marketing strategy to product development and advertizing to promotions was focused on the neo-rich and upper-middle segment of the urban population. It drifted the lifestyle and habits of Indians and world-famous pizza and burger outlets marked their presence in the Indian market, promisingly and successfully. After a whooping success for more than two decades, the urban market faces a big challenge in maintaining the same growth rate. Hence, the time has come to look back a big chunk of the Indian population that shows tremendous growth potential and promising future. Though it is a challenging task, not impossible Everyone agrees that the key to growth lies in the rural market, but it is equally true that the path is full of steeps and turns, just like approach roads in the villages. In a market where round-the-clock power cut is still a reality, how can one think about marketing lifestyle products that expect uninterrupted power supply? However, the rural India is changing and with a pretty fast pace. As the government is keen to take the necessary facilities to the remotest village, good quality approach roads are being made to every village. With more emphasis on unconventional energy sources, e.g. solar energy or wind energy; villages are being made self-sufficient for power generation. It is quite clear that as these efforts would start yielding results, there will be a phenomenal change n the life of the rural people. With a significant growth of the middle class in these areas, the demand for lifestyle products will surge like anything. Companies that read the pulse of it correctly get prepared for the new challenge. Early movers would have the obvious advantage. They will not only seize the biggest chunk but maintain excellent growth as well.

Rural BPO becomes crux of digital India

rural promotion / By

Change of the government brings change at several fronts. With a new ideology and commitment towards strong and self-dependent India, several programs are being launched by the existing government. Digital India is amongst the top most programs which have been launched with a determination of changing the face of India. Indeed, the digital revolution is the call of the day. Connectivity and better access to the digital world would open new and exciting avenues for everyone. In last two decades, there has been a phenomenal increase in the digital connectivity. However, a lot of work has to be done in the rural areas to convert them into revenue generating units. Rural BPO, the groundbreaking concept As announced by the government at the beginning of the year, a sound groundwork has been done to convert the idea into reality. Reports say that only in Maharashtra, there will be 35 rural BPO established with 3500 seats put together. The concept is not limited to one state, but the whole country will have such BPOs established in phases. The policy is meant to promote the IT facilities to the rural areas that have been neglected so far. The benefits of IT revolution have been concentrated in a few major hubs only. Since the objective is to create skills apart from generating employment, companies that would come forward to run the Rural BPO would be offered support and incentives. The policy is being formulated for setting up BPOs in small and middle-level towns in the country. A proper handholding and support will be provided to build the infrastructure. The government will offer the subsidy of 1 Lakh INR per seat or half of the total expenditure incurred on the infrastructure, whichever is lower. Approximately 500 CR scheme outlays have been decided to roll out by the end of the financial year 2016-17. BPO destinations have been identified, and the target is to set up everything in next two years. Undoubtedly it is a gigantic target. However, the government shows tremendous enthusiasm and determination of completing it before the deadline. It strengthens the Digital India movement Information Technology has shown a spectacular success earlier, but it couldnt defend the criticism about the development being centered on the big cities; widening the gap between the rural and urban India. When the benefits get percolated to the last person in the society, nothing can stop India from shining.

Godrej spreads the message of purity this kumbh season

rural marketing / By

Godrej Consumer Products limited (GCPL) through its various brand activation’s has created an experience that brought alive the Kumbh ritual of purity, making every Indian experience of India’s purest bath even more pure and enjoyable. Kumbh Mela is a mass Hindu pilgrimage, held in India every three years and attracting 100 million people. GCPL installed multiple refresh vans across the city at various junctures like bus stop entries and pilgrim shelters so that the devotees can feel the purity and essence of such a pious festival right from their arrival. These multiple experience zones have successively been able to touch each and every Indian across ghats and akhaadas, enabling the pilgrims to experience the glow of Godrej No 1 soaps and get rejuvenated for the holy dip. Not just this!! GCPL ensured that the holy place where the Aarti took place was also pious and pure. How?? Simply by creating a number of fumigation rickshaws shaped like Good-knight Fast Card that moved around the mela and guaranteed that the place became mosquito free within minutes. Given the unexpected rains and the season of mosquitoes, a team of experts also performed particularly created Good-knight Fast Card aartis across Akhaada by lighting up special diya’s before beginning of a bhajan or aarti inside ahaadas to ensure that the place becomes mosquito free. From the Akhada to the main ghat, GCPL sure made it a pure, pest free and a memorable experience for all the pilgrims. The brand has very consciously moved away from the traditional concept of a static stall and has created mobile experience zones. We are also sampling more than 20k Godrej No 1 soaps and 1.5 lac Fast cards to devotees, said Sunil Kataria, Head India and SAARC, Godrej Consumer Products Ltd (GCPL). About Godrej Consumer Products Limited: Godrej Consumer Products Limited is the largest home-grown home and personal care company in India. We are constantly innovating to delight our consumers with more exciting, superior quality products at affordable prices. We have bold ambitions and are becoming more agile and future ready. We rank number 1 in hair colour, household insecticides and liquid detergents and number 2 in soaps. In India, you grow up with our brands – Good knight, Cinthol, Godrej Expert, Godrej No. 1 – and we are now on our way to becoming an emerging markets FMCG leader. In line with our 3X3 approach to international expansion, we are building a presence in 3 emerging markets (Asia, Africa, Latin America) across 3 categories (home care, personal wash, hair care). In 2010, we acquired the Indonesia based Megasari group, a leader in household insecticides, air fresheners and baby care. With the acquisition of Rapidol and Kinky in South Africa, the Darling Group, a leading pan-Africa hair care company, and Frika, a premium hair care brand, we have a strong presence in the fast growing African hair care market. We acquired the Issue and Argencos groups in Argentina, leaders in hair colour, in 2010, and expanded our footprint to Chile through the acquisition of a 60% stake in Cosmetica Nacional. Our UK business acquired in 2005 has a play in hair and personal care. We also operate in the Middle East and have a strong presence across SAARC countries. Read more at www.godrejcp.com

3 Gold and 1 Silver award at ACEF trigger celebration mood at Vritti iMedia

i-Media Updates / By

Winning an award is a splendid moment for every organization. It not only boosts the confidence level but also brings great enthusiasm and positivity. The effect gets doubled when the recognition comes from an internationally recognized agency. Vrittii Media enjoys the moment of pride in the recently held Asia Pacific Customer Engagement Forum (ACEF) awards on 29 th April 2016. PRO of Vittii Media shares the details in a press conference. We are proud of our team for the splendid performance that grabbed 3 Gold and a Silver award in the ceremony. Since the award is given by ACEF, the largest community of customer engagement and advocacy professionals in Asia; the importance and significance of it increases further. ACEF recognizes innovative and creative efforts in the fields of brand promotion, customer engagement, and execution. The selection criteria are quite tough and challenging. A wonder moment of achievement for the team Informing about the achievements of Vritti Media, she says, Team Vrittii performed remarkably this year and the efforts were well-recognized in the event. The importance of these awards enhances further by the fact that they cover two primary categories, BTL and Events and Promotions. Both of these categories are the toughest one. GoodKnight FastCard activity conducted by us in Pandharpur got the Gold Medal under the main category BTL and sub-category Creativity. The campaign was for our esteemed client Godrej Consumer Products. The same campaign received a Gold Medal under the category of Events and Promotions as well. For Godrej Consumer Products, we received Silver Medal also under the main category BTL and sub category Innovation. It was for GoodKnight FastCard activity during the Kumbh Mela. Another Gold Medal was given for another client Emami Limited. PRO of Vritti iMedia proudly mentions the feather in the crown. Our second Gold Medal was for Emami Navratna Tel Nashik Kumbh Mela activity for Emami Limited. ACEF recognized it the best in the category of Events and Promotion and the sub category of Innovation informs the PRO of Vritti iMedia. Why is ACEF award so significant? ACEF Award Ceremony is one of the biggest events, and it is undoubtedly an enthralling experience to get recognized there. It builds the status and reputation in the industry. The selection committee looks into three vital aspects; customer engagement, implementation and execution, and ROI. Therefore, only superior ideas can win. The sense of accomplishment for Vritti iMedia was quite evident on the smiling face of the PRO.

How Vritti iMedia Mastered success mantras of the rural marketing?

rural marketing / By

Indian rural market is different and peculiar in many aspects. Firstly, people are more skeptical about product pricing. Secondly, they arent quite conscious about the brand. In this situation, a marketing company has to derive separate strategies for the urban and rural markets. Statistics proves that not many of the marketing companies established a grip over rural marketing strategies as Vritti Media did. It has performed exceptionally well in the past with innovative ideas and solutions that got a massive hit. With an increase in the disposable income and a grand influence of lifestyle products by constant hammering of television commercials, the buying philosophy of rural population shows a great change. They are gradually becoming brand conscious and not paying much attention to the price tag. Vritti iMedia is amongst a handful of companies that realized the immense possibilities of this market. The company has long-term goals of pioneering in the marketing ideas using the convergence of technologies. Use of Mobile marketing, Ecommerce, and digital technology in the interior markets will change the rules of the game. The success of Vritti iMedia is the outcome of clever marketing strategy The company did many experiments earlier, and it has developed knacks and tricks after many permutations and combinations. Now the team knows what the rural consumers want and what appeals them? Since there is a reasonable saturation in the urban market, it is a wise business strategy to move towards the interior areas. Since it is an unexplored market where unstructured marketing and local brands still have a good grip, those who make an early presence hit the nail on the head. Another success mantra is market expansion. Vritti Media aspires to be a Pan-India player in the targeted time span, and the focus is on setting up strong processes that can be quickly replicated across the country. Certainly India is a diverse country where local factor put a considerable impact, but the company looks forward developing a generic strategy that works everywhere. Scaling up the current successful marketing campaigns to other parts of India will bring high profitability and value for money. Since the fundamentals are in place, there is no need to reinvent the wheel. With the unmatched clarity about marketing strategy and meticulous planning and execution, Vritti iMedia has performed brilliantly in the past. The success story will be repeated further by replicating the successful strategies to virgin markets and developing out-of- the-box ideas for already established ones.