i-Media Updates

Posted by Missing Billi ö ‘Ummedoo se judi hui hai yatrioan ki dor…’ A passenger waiting for his bus at the bus station is a potential buyer and hence his expectations are a must to be met. As the passenger’s expectations increase the marketers have to find newer ways and means by which they can fulfill these expectations, and one of such expectations gave birth to the tool of Suddha Desi mass communication, which seems to have set perfectly for rural marketing. Along with the expectations comes more and more business for the marketers. Like for example with the advertisements played through the announcement speakers, will have an effect on the passengers and in order to prolong this effect; brochures can be distributed and banners can also be put up looking at which the passengers can take more interest in the products. Now what do you think could the passenger’s expectations be?  These bus stations are typically those that link the rural areas to the urban cities, so they all naturally are long distance buses. Now the spare time that the passengers have while waiting for the bus is very frustrating, and the passenger would expect some kind of entertainment in such a situation. Now if we make the bored passenger listen to songs or may be an infotaining audio clip through the announcement speaker; his expectations can be fulfilled and also he might take interest in the products that the marketers advertise. The audio clips in way create more and more business for the giant companies who are willing to market their products here. And these announcements will be a way through which the giant companies will penetrate their premium products into these rural areas, thereupon remolding the rural lifestyle. With the improved lifestyle in the rural areas, the people’s expectations will keep on increasing and thus transforming the rural area into a developed town. This is the same treatment that today’s fully developed cities had once been given to improve their lifestyle. The process is gradual but the results will definitely be worth while.

Posted by Missing Billi  ‘Hum jaaha khade rahete hai, line vahi se shuru hoti hai’ With Vritti new innovative tool of Suddha Desi Mass Communication, many Fast Moving Consumer Goods (FMCG) companies have shown their interest in investing in this new type of media where only a specifically calculated number of villages are targeted. Out of the total 6 Lac villages in India, merely 10,000 villages round up as the new ‘Creamy Layer’ for these FMCG cos. Companies like Hindustan Unilever (HUL) and Godrej Consumer Products (GCPL) are now targeting this new ‘Creamy Layer’ to extract growth by offering them the premium products. Scenarios are being re-experimented on the Creamy Layer of villages just like the now fully grown towns had been experimented. Our first question is that, why have the FMCG companies turned their eyes to the Creamy Layer of villages?  Well, there could only be one strong reason, and that is GROWTH.  But our next question is an imperative one, how do you think can the FMCG companies market their premium products to the Creamy Layer of villages? There are numerous options they could opt from, but with the Modi sarkar campaign turned successful using Suddha Desi auzar, it is obvious that the best entry they could get is by using this tool which is purely Indian. Here we say purely Indian because after several considerations it was concluded that Indians as a whole, hear you only when you yell and also yell when they have to tell. Hence Suddha Desi mass communication tool is created keeping the ‘Indian Aspects’ in mind, which will add up as a factor towards sales. The bored commoner who waits at the bus station has to by default hear to the infotaining news from the announcement speaker because he has to keep up on the schedule for the buses and cannot afford to be inattentive to the announcements. The metro cities which were once called as the creamy layer have now grown fully, so naturally the next creamy layer i.e. target audience would be found in this 10,000 villages, which gross up to 50% of the total rural GDP in India, and these villages only total upto 2% of all the villages in India yet contribute so much to the economy. Vritti’s new auzar is one of many rays of hope for the FMCGs to market their products in these villages, subsequently improving the village lifestyle.

Bus stands in Punjab witness a quirky new way of film promotions Punjabi cinema a.k.a ‘Pollywood’ is best known for its unforgettable dialogues and electrifying dance moves. Lately, bus stands in Punjab have livened up as the passengers witness short clips of upcoming films. These movie teasers have caused quite a buzz between the passengers who await their bus. Catchy visuals and pumping Punjabi songs seem like a treat while they wait in queue. The special ingredients to this perfectly filmy masala are a bus stand, a few LCD screens, passengers and films waiting to tease their audience! All these ingredients make a perfect mix for advertising. This medium in particular seems to be taking over the other alternatives for film promotions as it has captured almost all of the Punjabi films since its introduction. This concept took off 6 months ago, and is still going strong. A list showing every Punjabi film that has been advertised through this proves the popularity of this new medium.20 Punjabi movies are already a part of this list that is ever growing. A few of the movies that turned to bus stands for advertising are Ishq Garrari, Heer & Hero, Just U & Me and Disco Singh among others. These movies are popular hits of Punjabi Cinema. They have largely benefitted by advertising at bus stands. The success of these movies at the box office proves the effectiveness of this medium. This simple yet innovative concept has more benefits than one. Along with subtle entertainment to passengers it definitely has the power to effectively promote films. This is because bus stands gather all types of consumers and so, are simply the perfect places for film promotions. Bits of filmy dialogues and Punjabi songs make the perfect agents for promotions. These filmy tidbits are impossible to escape as it gets every passengers attention. This medium is soon anticipated to take over Bollywood. With taking over Punjabi cinema, an entry into Bollywood seems sure. A medium that has worked so well in Pollywood will definitely do wonders for Bollywood. It’s the smart way of advertising at the right place.