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Brand Activation In Small Town Melas And Jatras

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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.

Importance of Rural Marketing in Indian Economy

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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.

Rural Yatras and jatras Is One of the Best options in Rural India for Targeting Rural People

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If you are a religious person who doesnt miss a single opportunity of taking a dip in the holy rivers by participating in humongous events such as Kumbh or Simhastha, then you must have noticed the noticeable change happened in the recent years. The commercial aspect of such gatherings is not limited to the grand events mentioned above, but you can see it in every yatra or jatra in the rural market. Yes, there was a little commercialization in the good old times also, but today rural marketing companies go an extra mile to make the best use of these events to promote their brand or product. Marketers realize the importance of promoting products in religious events As these events become more popular and convenient, marketers find them fit for promoting brands and products. Not only the events give excellent visibility but also help in reaching a widespread audience. A few innovative companies such as Vritti iMedia did a splendid work in the niche by designing innovative rural marketing campaigns. It makes use of things that are directly connected to the pilgrims. The campaigns enhance the end-user experience and simultaneously focus on brand promotion. So far, the strategy has been highly successful. People relate the product marketing concept to the religious experience and remember the product and brand forever. Creativity is very much important Rural marketing events in india that got success in the religious events (jatras and yatras) were highly creative and engaging. The efforts made by the respective marketing team were quite visible. For example, Vritti set up massage kiosks to promote Navratna Oil of Emami. It offered free head massage to the pilgrims. It was a soothing and relieving experience for everyone. In the recent events, marketers distributed eatables or energy drinks to people, or established free wi-fi centers and sponsored mobile changing rooms for ladies. All these efforts not only promoted the brand but underlined the commitment and affection of the company for India and Indian people. Religious events make it economically feasible Branding and advertisement in rural areas is a costly affair in India due to the difficulty in reaching the target audience. However, these religious events make it profitable because you can target large audience by spending less. Millions of devotees gather from all corners of India to take part in the religious activities, making it a lucrative branding opportunity.

Rural Yatras and Jatras A mode of rural marketing

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India is a land of diversified cultures. It is an enormous melting pot of religious beliefs, customs, and traditions. Religious events, melas, jatras and yatras are our cultural identity. They are going on round the year in different parts of the country. Typically, a jatra or yatra is a religious event where thousands of people gather at a particular place with a specific religious reason. They come together, celebrate the event and disperse. Some of these events such as Kumbha Mela or Simhastha have a nationwide importance, and the participation is in millions.No wonder, marketing managers find these events highly lucrative. They conceive and implement a series of campaigns that grab the utmost attention. It is a cost-friendly and effective strategy Since you get an enormous crowd in the melas (or Yatras or Jatras), it is a great idea to get incredible publicity by spending less. From the branding perspective to visibility and product promotion to social awareness, it is a superb opportunity. Vritti iMedia is a well-known digital media marketing company and advertising agency that has understood the importance of these events. It has specifically targeted the annual religious festivals that take place in the interior and rural areas of our country. Since there is a huge potential in the rural consumer market, it is highly important to connect to the rural customers in the way that appeals them the most. Targeting these religious occasions would be highly imperative and rewarding. You connect well with the consumer When haats, melas, and jatras become the conversation points, you intercept with the audience quite well. We can compare it with the exhibitions or branding events happening in the huge malls and shopping centers around. Each congregation point gives you the opportunity to interact with a different audience. When marketing managers do homework before launching the campaign and get the pulse of it, the results are outstanding. If the event largely attracts women, then the campaign has to be different. Size and demographics of the audience play a pivotal role in deriving the marketing strategy. Competition becomes tougher and tougher The rural events no longer remain an unexplored niche. There is quite tough competition because everyone has realized the potential hidden beneath. No wonder, Mela Authorities keep on increasing prices and branding space year after year. Mela events become high-profile marketing events where brands battle for maximum bandwidth. It is a paradigm shift in the Indian marketing scenario in the past few decades.

Audiowala Bus Stand The Nation is Listening

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There is a saying in Hindi that means, the world will bend the only thing is you need someone who can do it. Vritti iMedia, the leading advertizing agency in India has proved it true. The company is known for introducing new and innovative ideas that are simply unique in the niche. The team works enthusiastically on each project and derives ideas that work incredibly well. In the last few years, the idea of Audiowala Bus Stand has created a history in the states where it has been launched by Vritti Solutions Ltd. It is a simple, cost-effective and profitable idea which has not only earned a lot of accolade and applause but also opened a new dimension to the business. What is Audiowala Bus Stand is all about? It is a path-breaking idea that makes use of Bus Stand, the second most visited public place in India after Railway Station for a public campaign. Yes, bus service is the backbone of our rural lifestyle. People of small and medium towns and rural areas are largely dependent on it. They come to the Taluka places or District Headquarters for several personal and administrative purposes. They listen to the bus announcements sincerely and follow the bus arrivals, departures, and timings. Audiowala Bus Stand encashes the opportunity to promote products, services, government schemes and all other relevant information that is relevant to people. A well-planned and well-executed program with a solid research Audiowala Bus Stand is perhaps the most innovative, useful and effective rural campaign that reaches to millions of people daily. The success is not just a fluke, but a result of in-depth research and meticulous planning. The research team of Vritti Imedia was quite choosy while deciding the region. They picked the states that have the best quality of roads and bus services. Also, these states are more literate, and the level of awareness amongst rural people is quite high as compared to other states. Maharashtra, Goa, Karnataka, Punjab and Rajasthan are the states where this innovate idea was tried. The bus stands were equipped with necessary infrastructure. The journey has been overwhelming so far You need to talk to the people who visit these stands regularly to understand the effectiveness of it. People listen to the announcements with a lot of interest and take a note of every bit of valuable information. Audiowala Bus Stand proves that our country is transforming rapidly. Things get success if they hit the right thing at the right time!