vritti

Author name: VrittiMedia

Advertising at the Taluka Level

Articles and Opinions / By

Rural advertising is growing fast and strong as it is consistently helping reputed brands increase their reach and gain profitable sales. The taluka is the centre of main activities happening in rural areas and hence, is of high importance when you choose rural advertising as a part of your media plan. Talukas generally have a semi-town rural lifestyle and are home to a large number of FMCG’s at the village level. A taluka holds close to 200-300 villages on an average. The population that comes to a taluka comprises of women that come for shopping, farmers that come for sales and students that come there for educational purposes among others. Advertising at the taluka level works best for FMCG, consumer durable and telecom brands by extending their reach and showing a consistent increase in their sales. The best way to advertise at the taluka level is through the medium of audio advertisements played at bus stands and BTL Activation. According to research conducted by AC Neilsen, it is the best medium for rural advertising gaining 98% recall through passengers at bus stands. It is a medium that is not only effective but also cost effective. Bus stands being the main hub for travelers in rural areas, gather thousands of people every day and they are exposed to these audio advertisements that are played through the same speakers that gives out bus announcements; making it better to get their attention. It is important to have rural advertising at a taluka level as it is the main rural hub, holding bus stands, rural shopping malls, notable congregations and government activities as well as BTL activation. Vritti i Media is the pioneer of this new concept of audio advertising at bus stands at the taluka level.

Jingles at the Bus Stations

Jingles on the highway / By

Wherever you go, the ads will now follow you. Imagine waiting for a bus at an inter-State terminus and hearing a jingle waft out of the public address system. Or driving down a highway, and finding that wayside eateries are offering product samplings of all kinds of brands. In Maharashtra, 80 bus stations and several food joints on the expressways are already doing this. Read More: https://www.thehindubusinessline.com/catalyst/jingles-on-the-highway/article23070249.ece

Winning With Advertising on the Go!

Articles and Opinions / By

Summer is fast approaching and families are busy making plans about where to go and how to travel. Whether rail or road, these potential consumers will spend hours en route, and perhaps make a few pit-stops at food-malls. As advertisers, it is important to stay ahead of the marketing curve by making the requisite moves to convert this fast-approaching opportunity. By considering various new and flexible modes of OOH, advertisers can make the most of the vacation season to up their sales amidst tremulous economic conditions. Transit advertising and advertising at food malls are the new buzz in OOH. By enabling brands to reach consumers through media such as branding on vehicles, as well as audio announcements or attractive displays at bus stops or railway stations, advertisers can reach their specific target markets through flexible and dynamic means. For instance, Vritti i-Media has a well-established and proven network of tech-enabled audio advertising solutions for non-metro regions. Through effective announcements at Maharashtra State Road Transport Corporation (MSRTC) bus-stations in over 80 locations, the company continues to make waves in Maharashtra’s hinterlands. Vritti i-Media also scores above its competitors in the audio-visual advertising space for high-population density spots such as highway food-courts. FMCG and retail companies can harness a basket of unique infrastructure such as that available with Vritti to launch innovative advertising campaigns. One such campaign was Dabur’s initiative to adopt 150 highway dhabas. Under Dabur’s plan, the interiors of dhabas were refurbished and branded props were used to promote the sales of the digestive tablets, ‘Hajmola.’ Bharat Petroleum made a similar move when they started a chain of dhabas christened ‘Tadka’ to offer a hygienic dining experience to highway travellers. Additionally, Perfetti, Emani, PepsiCo and Godrej have also explored the avenue of brand alliances with food hubs as an invaluable point of sales to draw customers. Besides this, along with media like signages and kiosks, audio-visual screens can increasingly be found at food-malls along the Mumbai-Pune highway. These enable multi-lingual communication at modest costs. In the space of audio advertising, Western Railway (WR) has joined the bandwagon by leasing air-space on its public announcement systems. For example, Kaun Banega Crorepati booked 3,600 seconds for three days of air-time, valued at Rs 4.5 lakh from WR. This initiative by WR has met with loads of success and helped the railways rake in almost Rs 13 crore. Such a response proves that there are ample takers for this league of advertising communication. Since this mode is aimed at a captive audience, it is low cost. Due to the benefits of flexibility, cost-efficiency and effectiveness, brands are increasingly waking up to this idea of advertising that generates brand-goodwill among travellers.

Transit Media Advertising: Does your ad campaign have what it takes?

Articles and Opinions / By

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) Recommended  related posts you should read: For Rural Maharashtra, Edible Oil matlab Kirti Gold! Duality of Bharat and India Vritti i-Media win Gold and Silver at the Outdoor Advertising Awards 2011

Rural India the next Frontier for Growth

From the CEO’s desk / By

Recent market surveys have shown that markets in rural India will be the next battle ground for companies in India. The markets which were traditionally focused on the urban populace now see a tremendous growth opportunity in this little explored rural territory. Companies have now realized the importance of this 600million- plus market which could be crucial for them to maintain their growth rate. Studies show that the rural market in India will witness the fastest growth trajectory as compared to urban markets in the coming years. The rural consumer is expected to account for a major chunk of multiple product lines driven by improving economic condition and an increasing focus of companies in strengthening their rural distribution networks. Rural Indians are developing desire for packaged foods, personal care products, consumer durables and IT products, two- and four-wheelers, and fashion accessories. Over the last five years, some consumer product companies have recognized the potential of rural markets and invested time and resources to tap into this opportunity – understanding and segmenting the consumer, based on their spends and lifestyles. According to a study by research firm The Nielson Company, the fast moving consumer goods market (FMCG) in rural India is tipped to touch US$ 100 billion by 2025 on the back of an “unrelenting” demand driven by rising income levels. According to the study, rural India now accounts for more than half of sales in some of the largest FMCG categories. Rural purchasing power has grown faster than urban in the last six quarters. Seemingly urbane brands in categories like deodorant and fabric softener are growing much faster in rural India than urban. What remains a major concern is to make the end-rural consumer aware of the presence of the brand. Traditional advertising like television may rather remain ineffective due to frequent power outages and Medias like radio might also not be impactful due to reception issues. For companies to be able to tap into rural markets, a more effective method needs to be adopted to maximize penetration.