Conceptualizing a media campaign a challenging task for advertizing companies. They need to come out with groundbreaking ideas that are innovative and attractive. A seasoned company like Vritti Media makes it pretty simple because they have the superbly talented team. Vritti is a respected name in all varieties of media campaigning. The company added another feather in the cap by grabbing 6 Gold Medals, one Silver medal and one Bronze medal in the prestigious RMAI Flame Asia awards-2016 held at Taj Vivanta, New Delhi on 11th March. The campaign videos are available at https://www.youtube.com/watch?v=h3G0P5MK0Lk.
It was a clean sweep
Vritti made a remarkable presence in the award ceremony by an all-round performance. The Gold medals for Godrej products and Goodknight Fastcard, Silver for Emami Navratna and Bronze for Syndicate Bank show their versatility and flexibility. Team Vrittii has shown extreme resilience and continuity in the performance. You can watch the marketing GoodKnight Fastcard Pandharpur campaign at https://www.youtube.com/watch?v=J7TdDaPMM0o .
RMAI Flame Asia Award is one of the prestigious ones and winning so many medals means that the team has performed astoundingly well. Creativity and innovation are the top-most criteria followed by customer appreciation and acceptability. Vritti has performed exceptionally well at all the fronts resulting in such a brilliant performance. The campaign designed for GoodKnight Fastcard Kumbh Mela event is available at https://youtu.be/pQHknpNtQXY .
The company gives credit to the clients, business associates who showed faith in the company. The most important contributors are, of course, the team Vritti, creative designers, media specialists, voice-over artists and the channel partners. They work on each concept minutely and improvise on the finer details. The campaign https://www.youtube.com/watch?v=XYfZVd4ZPwc is designed by the team for Godrej brand.
Syndicate Bank campaign was appreciated by ad gurus
Vritti Media was appreciated by critics for the fantastic audio campaign developed for Syndicate Bank. It is operative in the railway stations of Punjab. After the railway announcements, attractive audio advertisements are played about various offers and facilities offered by the bank. Clear and catchy messages, excellent voice quality and relevant content make it quite effective. The messages are short and crisp. The audience doesnt lose attention for a single moment.
Why is rural advertizing a big success?
Indian rural market is one of the biggest in the world. As the financial condition of the average rural consumer increases, the market potential increases further. Reports say that the majority of this market is still unexplored. With talented media advertizing companies like Vrittii, it will be possible to reap huge benefits by reaching maximum rural population effectively. Incredible campaigns designed by them demonstrate high levels of effectiveness. Perfect campaigns bring terrific results. The future of rural marketing is promising indeed! You can have a look at https://www.youtube.com/watch?v=MYYFCQBq5bI for the Emami Navratna Oil campaign.
Brief and Objective of the campaign
Zee Cinema, India’s number one Hindi movie channel from the stable of Zee Network has constantly proven its mantle through entertaining content that gives the viewers a larger than life experience. The Hindi movie channel genre is clustered and has several top players who continue challenging Zee Cinema. However, the channel has maintained its leadership not only through content but also through several exceptional engagement campaigns. While the channel has reached out to theurban audience time and again, they recently ventured into the rural market for the first time during the Pandharpur Yatra in Maharashtra. The Pandharpur Yatra is one of the largest Indian pilgrimages that witness a participation of 15 lakh devotees over 21 days every year.
Scope and Scale of the campaign
Devotees (known as Varkaris) from different parts of the state belonging to different cultures, caste and creed participate in this Waari on foot to pay their respects to Lord Vitthal. Zee Cinema identified this opportunity and created several innovative opportunities to engage with the devotees. Zee flagged of their outreach through the identification activity. They distributed around 2 lakh identification cards to the Varkaris who travelled from Pune to Pandharpur. The cards were distributed from July 12th to July 15thon two routes. These I Cards developed a very special feeling within the Varkaris as it created an individual identity and separated them from the normal pilgrim. The cards made it easy for the Varkaris to avail various services offered by the organizing committees. It also helped the organisers to differentiate genuine Varkaris from the fake travellers and beggars. Varkaris who did not receive the cards enquired about them proactively creating tremendous positive conversation around the activity and the brand.
Creatively designed instruction and direction boards with Zee Cinema branding were placed atstrategic locations through the route. These boards indicated important information such as helpline numbers, facilities provided by the government, route maps. Idea was to make information accessible to all the visitors and give them a memorable experience.
Several representatives wearing Zee cinema T- Shirts were scattered around the main venue at Pandharpur to distribute water and cloth bags. The Varkaris appreciated this initiative and were extremely happy with the service as they did not have to travel far off to fetch drinking water which is one of the most essential amenities required. Around 35, 000 branded cloth bags were distributed free at various public places. These bags were an instant hit and they helped the Varkaris to store their belongings which they collected through the journey.
The Varkaris que up close to 48 hrs without any kind of entertainment to get the Darshan of Lord Vitthal. Zee Cinema took this opportunity to entertain the Varkaris and set-up large LED screens in the waiting area. These screens showcased live Darshan of lord Vitthal thereby creating a poignant atmosphere.
Impact of the campaign
This campaign largely strengthened Zee network’s brand reputation amongst the rural population. The campaign was effective because the brand created a 360 degree communication. The activities helped Zee in reaching out to women of the rural households who do not venture out of their homes frequently. The Waari also sees participation from various border areas of Maharashtra alongwith small regions in Andhra Pradesh. This helped the channel to reach to varied kind of population under one roof.
Ayurvedic science has been gaining a lot of significance and popularity all across the globe due to its great therapeutic value. Ayurvedic medicines have the best quality of being free from any side effects. These kind of medicines can be used for people of all age groups and can be totally harmless. But its effect is magical. It is considered as the perfect science of life and is the most remarkable knowledge of human health and longevity mechanism. This herbal science is a wonder to mankind if used in a very wise and prudent manner. Since the time Ayurveda was introduced to mankind, its impact on the coming generations got reduced due to growth of medical science and its instant solutions to major diseases but with side effects!
It was very well retained by the Vicco Group of Companies who are the manufacturers of Indian Ayurvedic Herbal Medicinal Products since the year 1952. Their exclusive range of ayurvedic products is promoted by Vritti iMedia who have been associated with Vicco for its promotional campaigns for past many years. This well known ayurvedic brand was promoted by Vritti on Bus Stands with their Audiowala Bus Stand Campaign in rural areas of states of Punjab, Karnataka, Maharashtra in their respective regional languages, buses being their major mode of transport. It has now been introduced in Goa as well. Goa is best known for its tourism, as well as its local markets, Vicco as a product made wonders after being introduced in the region of Goa. The ayurvedic cream – Vicco Turmeric is best to introduce for skin care in areas like Goa, known for its beaches! There are various reasons why Goa is the best market to introduce Vicco products apart from other states. It was played in more than 200 locations for duration of one year. The results have been enormous.
For rural areas, awareness of such brands is mandatory as these brands best suit their requirements. Vicco is now in the minds of almost 90% population all thanks to promoters like Vritti iMedia for their extensive hard work and effort for the betterment of Indian population. Vritti iMedia has a team of experts working on each campaign and they have taken the idea of Rural marketing to a whole new level.
The winning political party chose bus stands in Karnataka for political advertising.
With the glorious win of the BJP party, everyone is left wondering what led to this final result. Was it the promising agenda to bring a change to this nation? Or did their phenomenal advertising strategy also contribute to this victory? Of, course we all know the famous ‘Ab ki baar Modi Sarkaar’ campaign. This campaign was broadcasted among many mediums, including a new innovative medium that uses the power of the public announcement system at bus stands.
This activity in particular was carried out at bus stands in Karnataka. It involved playing advertisements of the BJP at selected bus stands in Karnataka. These advertisements were played through the same speakers that give out bus announcements. Getting attention from target audience was main priority and this was definitely achieved with a system that that is hard to miss.
This concept of bus stand advertising is a part of rural advertising. The main aim of rural advertising is to reach out to those beyond the boundaries of cities. Neglecting them would only mean loss of a big group of target audience. The consumer base at bus stands includes daily and occasional travelers, students, working individuals and village citizens travelling for household needs. This medium definitely helped in contributing to their victory.
A medium that has worked so well for political parties has also helped in promoting other FMCG brands outside the boundaries of the city. It’s proven that bus stand audio advertising works best for brands according to a research by AC Neilsen. The report states that this medium received 98% recall value from consumers present at the bus stand.
If this medium could work for BJP, it could definitely prove effective for all other political parties alike. A combination of a strong advertising strategy along with great leadership proved to be the key to the BJP’s success.