vritti

BTL Activation

Vritti iMedia Uses Pandharpur Wari for Zee Cinema

BTL Activation / By

If we see the top popular media houses in India, then Zee Entertainment Enterprises Limited is the undisputed leader. With an impressive reach across 171 countries in the world, it reaches up to 1 Billion viewers which is a phenomenal figure! It is in fact, the pioneer in India by starting the first private TV channel in 1995. It never looked back after that! There are several ‘firsts’ in the credit list of Zee. They launched Zee Cinema, the first Hindi movie channel that runs round-the-clock. Despite many movie channels mushroomed in the media space later, Zee Cinema still holds the number-one position with 201 Million viewers. Zee Cinema is involved in the production of movies as well. Vritti iMedia conducted a campaign to improve the TRP in smaller towns (below 100,000 population) in Maharashtra. The campaign was targeted to the age group of 15 to 40. Pandharpur Wari – the best occasion to have the campaign As the month of July comes closer, the devotees in Maharashtra get excited about the most awaited religious event; “Pandharpur Wari”. It is indeed a grand religious gathering where millions of devotees from the remote corners of Maharashtra reach Pandharpur to have a glimpse of their beloved “Vithoba”. Nothing can be a better opportunity to connect to the people who come from rural parts at a time. Zee Cinema wanted to have something unique for better engagement and effective, integrated communication. Modus Operandi Since people from the nuke and corner of Maharashtra go to Pandharpur using the special transport arrangement done by the Maharashtra State Transport Corporation, Audiowala Bus Stand was chosen for awareness. There is a long queue in Pandharpur where people wait patiently for their turn. It was the first time when live darshan was provided to the people on huge-sized Outdoor LED TVs to those standing in the queue. Special Audio and Video campaigns were conducted for the best brand recall. For those who stay in the “Dharmshala” or “Math”, a special screening of the best movies from the Zee library was organized. Zee Cinema live was also available to entertain pilgrims. Not only Audio-Visual, but print media was also effectively used during the event. More than 60000 cloth bags were distributed amongst the people to carry their belongings. It was greatly appreciated by them and gave an excellent brand recall. To connect with the kids; stationary stuff distributed to the school going children. Due to the outstanding quality and impactful branding, the recall was superb. Vritti iMedia is a well-known name for its innovative and creative ideas in the niche of marketing. The expertise of Vritti iMedia and incredible brand image of Zee Cinema established the brand recall and improved TRP amongst the small and medium-sized towns and cities of Maharashtra.

SBI Life At Pandharpur Emphasizes Life Insurance

BTL Activation / By

SBI Life is one of the leading life insurance companies in India that carries the goodwill of SBI, a brand of great repute. It is the joint venture of BNP Paribas Cardif, the well-known insurance company that has an international presence and the State Bank of India. With the widespread network of 23000+branches and around 200 offices in 37 countries worldwide, SBI is an international name. Vritti Imedia conducted a successful event during Pandharpur Wari. The objective was to make the pilgrims aware of life insurance and provide free service to them. Also, the event focused on building the brand by associating with several social development programs. Why is Pandharpur Wari ideal event for such campaigns? The reason is simple; it is the biggest and most beloved religious event in Maharashtra. People from every nook and corner of the state come to Pandharpur to have a glimpse of Lord Vithoba. Taking a holy dip in the Chandrabhaga River and having ‘Darshan’ or ‘Pandharinath’ are two most momentous events in the life of every devotee. The tradition is said to be as old as 800 years and every year, and the number of pilgrims is increasing every year. No wonder, it is the ideal occasion for brand building, brand creation, and promotion. The campaign Two activities were carried out during the event for the brand promotion of SBI Life. Cycle Ambulance To help pilgrims; special cycle ambulance was introduced during the event. It is a cycle specially designed to offer the basic treatment and first-aid to the devotees if there is a medical problem. The promoters were fully trained to provide necessary help to the devotees. Salute to the Selfless service In a mega religious event of Pandharpur Wari, police play a vital role. The event was aimed at saluting the humongous efforts and selfless service of Maharashtra Police. It was a humble effort to show the respect and gratitude by offering a special gift designed for them. Clean drinking water outlets Several strategic locations were identified to offer SBI branded clean drinking water through specially designed outlets. It was named “SBI life branded Clean drinking water Piyo”. Drinking water was offered at various entry and exit points, temple queue and bus depots. Clean drinking water stations at various strategic locations of the city. Statistics More than 2000 raincoats were distributed to police and security personel. 10 health camps were set up to offer free first-aid service to people. 15 distinct locations and 100 cycle ambulance to offer treatment to people. Outcome More than 15K people availed the first-aid facility. 2000 raincoats were distributed as a humble gift to the police and security people. 10K people received first-aid in SBI health camps. 1000 mementos were given to the security people to mark their selfless services.

Understanding the rural consumer is also important for rural marketing

Advertising in Rural & Urban, advertising in rural india, BTL Activation, rural advertising, rural marketing / By

The behavior patterns and liking of the rural consumers have changed drastically in the past two decades. They are quit choosy and skeptical now. Also, the paying capacity increased manifold. Hence, they do not compromise on quality in any case. Looking at the change, marketing managers have been forced to brainstorm about the means and ways of luring customers. They cant remain confined to the good old practices. You will be amazed to know that so many rural marketing companies in india emerged that focus on purely villages and small towns for establishing marketing strategy. Since the clich Customer is the king holds true with the rural consumers also, marketing managers need to spend time in understanding their choices and preferences. Brand loyalty? Come on; it is a good old story! Gone are the days when rural customers preferred brand to the product category. For them, Colgate was the only toothpaste and Dalda was the only hydrogenated oil. Today, they do not restrict them to a brand but want to experiment and test. They are keen to develop their personal brand preference instead of getting influenced by someone. Cost may not be a limiting factor for them, but cost-benefit ratio is an important aspect. They are ready to spend high provided the product gives them excellent return. Rural marketing agencies in india change the marketing strategies to get aligned with the paradigm shift in the thinking process. Studies reveal some interesting facts In fact, the consumers of interior villages and small and medium size towns have become more complex than the urban counterparts. There have been several studies undertaken to understand the rural consumer behavior by business management schools. In a study, researchers conducted tests across ten states in India to know about 20 popular categories of consumer products, e.g. beauty products, biscuits, cereals, food products, etc. The basic idea behind the study was to come out of prototype thinking and to stop looking the whole rural market uniformly. The study revealed that people of each state showed different opinion about the product and their preferences were also different. It means, today it is impossible to make a universal strategy. Even the rural advertising in india also has to be specific to a state or geographical region. Today a company that offers services for Rural marketing in Maharashtra need to think separately for Madhya Pradesh even if it is the neighboring state. That much complexity has been added to it!

Audiowala busstand offers limitless opportunities for innovation

BTL Activation / By

Achieving feasibility is a marketing campaign largely depends on what is the audience it is targeted to? When it is well-managed and focus, you reap the best benefit. Hiring one of the best Audio Visual Advertising Agencies in Mumbai doesnt make sense if it comes out with some lull and boring stuff. In the highly competitive business world, you cant afford to spend huge money on it. In the recent years, Vritti Imedia used unusual but effective ideas for their clients. Not only these ideas were a massive hit, but they brought incredible benefits to the clients as well. Using Bus Stands for brand promotion is revolutionary Before Vritti Imedia, nobody thought about Bus Stand Announcement Advertising in India. In that sense, it is the pioneer company who thought out of the box and made it a grand success. Why bus stand? The answer is simple because it is the place where huge crowd visits daily. Moreover, there people spend sufficient time to divert their attention to a service, product or brand. Since these bus stands are already connected by a centralized broadcasting system where announcements about buses get broadcasted, it was quite easy to design a creative campaign. Vritti opens the whole new world of opportunities By introducing Bus terminal Advertising in India, Vritti Imedia added several dimensions to the world of rural marketing. First time in India, a rural marketing campaign makes use of technology. Also, it is a cost-effective yet impactful campaign where people get focused towards the message. Since it uses the audio-visual network system that broadcasts important information about bus timings and arrivals, nobody ignores it. Perhaps, it is the biggest reason for its massive success. Initially, the campaign focused on consumer goods, but later several other niches also found it interesting. Today, the whole spectrum of products and services uses the ground-breaking concept Audiowala busstand. The unexplored power of Bus Stand unleashed by Vritti Vritti is the only company amongst btl activation agencies in Mumbai that identified the huge potential of bus stands for rural marketing. Before it, nobody ever thought about it. However, it started bit carefully by choosing a few prominent bus stands as a pilot project. After the encouraging success, the company extended it to large scale. Today, it crosses the boundaries of states and covers many states in the country. Every year, new companies are adding to the list. On the parameters of reach and effectiveness, it is sure on e of the most successful marketing management ideas in the recent times.