Vritti Delivers a Successful Brand Campaign for lodex at the 2015 Pandharpur Vatra
Summary of the Campaign
GlaxoSmithKline Consumer Healthcare, world leaders in healthcare products have time and again adopted innovative marketing initiatives to reach out to their consumers. They recently undertook one such initiative for their iconic Ayurvedic balm- lodex. GSK through Vritti I Media (rural marketing specialists) associated with one of the largest Indian pilgrimages, The Pandharpur Yatra to create contextual consumer activation at the Right Moments of Truth.
Pandharpur Wari is an annual pilgrimage (yatra) to Pandharpur – the seat of the Lord Vithoba in the Indian state of Maharashtra, in honour of the deity. This is the world’s largest & oldest people movement where over 2 million devotees travel for 21 days to cover a mammoth 250 kms distance by foot to reach Pandharpur. The devotees throng in from different parts of Maharashtra & nearby state for this pilgrimage.
While every year Lord Vithoba’s devotion makes the pilgrims forget all pain & travel hundreds of kilometres either through a back-wrenching bus journey for over 8 hrs or by a 21 day long knee rattling walk to the pilgrimage but this year was different as lodex took an oath to ensure that while Lord Vithoba will take care of all emotional pain of the devotees but lodex will take care of all their Body Pains during the pilgrimage. The activation was in sync with the newly launched campaign for lodex Balm – “Badan ke har dard ke liye, sirf lodex” (For Every Pain in the Body, Only lodex) that was launched in July 2015 across India by GSK.
Objective of the Activation
lodex, a 95 year old brand in India, is a strong challenger brand in Maharashtra, which happens to be the biggest state in India for the pain relief category. lodex was launching a new campaign with the singular positioning on being the balm for all types of body pain (neck/shoulder, back, joint, etc) & the key message of the campaign was “Badan ke har dard ke liye, sirf lodex” (For Every Pain in the Body, Only lodex). The Pandharpur Yatra was a perfect synergistic opportunity to activate Brand lodex with the new campaign thought to create strong preference in Maharashtra market.
While setting up a massage services or doing sampling during such pilgrimages is a commonly explored idea in the past by many pain relief brands but to make this activation innovative & more effective & truly engulf the consumers with the brand message, it was decided to plan this activation in 3 stages wherein through different touch points & different media vehicles, the brand reached out to the consumers at different moments of truth in their pain journey.
A. Activating the First Moment of Truth – Pre Pain
State transport buses were one of the most popular modes of transport for most of the pilgrims to reach Pandharpur from different parts of Maharashtra. The very thought of an 8 hr plus journey in a state transport bus would give shivers down the spine for many who have back pain but the devotion for Lord Vithoba would make them ignore this & continue with their journey. This was the First Moment of Truth that we activated for lodex using an innovative medium called the
Vritti imedia offers innovative advertising services through the unique mix of technology & advertising under the roof of Vritti Solutions limited. Our motto is to deliver the innovative business solutions & focus on quality & customer satisfaction.
Vritti I media offers the following services:
Audio Advertisement at KSRTC, NEKRTC, MSRTC, PEPSU, Goa & Rajasthan
Audio visual advertisement at food malls on highways Event & Conference Management Short Message Service (SMS) OOH Services
Vritti also continues to maintain a strong commitment towards social responsibility by providing facilities to the pilgrims along with the pandrapur temple authorities & state road transport department. Now, we are moving ahead with the concept of Audio Nildana to support Kannada film industry which is facing a hurdle in the cine competitive market with other regional languages
SandalWood” The Cine World
The cinema of karnataka, sometimes colloquially referred to as “chandanavana” in Kannada or the “Sandalwood” is a part of
Indian Cinema. The 1970’s & 1980’s are often considered to be the golden age of Kannada cinema.
Kannada cinema spearheaded the parallel cinema movement in India along with Hindi, Bengali, &Malayalam Cinemas. Audio introduced many idols in acting which includes Dr. Rajkumar, Shankarnag, Vishnuvardhan, Ambarish & many others.
The kannada film industry managed to generate several blockbusters in the first decade of the new millennium. But now the above lines are just in our memory, in the present scenario kannada films that have often been threatened by films from other states & losing its charm to bring the audience to the theaters.
Kannada industry is leaping & taking steps ahead to bring the glow back.
We vritti imedia have taken an initiative to support
Kannada Film Industry to bring back the pace & the glory.
We have launched with new concept
Audio nildana gives the complete & updated news about the Kannada film
industry which will be on aired in KSRTC Bus stands, our medium enables to
reach the masses at one go.
Audio nildaana also provides platform for all the segments– Retail,
corporate & Government for branding in association with vritti imedia.
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Certain unique approaches
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Pandharpur in Solapur district, is also called the religious capital of Maharashtra and the temple is dedicated to Lord Vitthal, an incarnation of Lord Krishna.On this year, Pandharpur yatra is held on Aashadi Ekadashi i.e. 27th July. One of the most famous pilgrimages in Maharashtra, Pandharpur Ashadhi Ekadashi Wari has been taking place for more than 700 years.This is a religious padyatra is comprised of over 1 million pilgrims traveling for 21 days to Vithoba temple by foot.
Vritti iMedia plays an important part in distributing booklet description, Placing of Boards – LED LCD Screens, Demonstrations coupled with various social activites initiated by these local authorities like providing information to crowd, Water Distribution, Crowd Control, Giving Directions to crowd etc are undertaken by Vritti. Vritti Media offers various creative and interactive brand activities to increase overall presence and visibility of brands, and products across all sections in Rural Market mainly in FCMG, AUTO, STEEL, AGRICULTURE.
On Asha Ekadashi in Pandharpur, with such a large rural audience, Vritti i Media takes the opportunity to market various products effectively. This is done with the help of numerous properties.
There are 13 locations where the Warkaris take rest before they reach to “ Pandharpur” and they are the important strategic locations / Touch points.
These are the most important locations for communicate , engagement, Sampling and demonstrate.
While they walk bare foot to Pandharpur they always face problems related to Drinking water , Sanitation , medical facility, Mobile charging unit , Temporary tents and raincoat , umbrella. Various properties which are used according to the situations in their schedule are:
River side -:
When they reach Pandharpur warkaris gather at the river side for the holy dip and from there as they move for Darshan.
Mutt’s /Accommodation centers / Ashrams -:
Mutt is a accommodation center, spread in a huge area, having almost more then 100 rooms and apprx. 10 ,000 pilgrims take rest during the event. Some mutt’s accommodates almost 30,000 to 40,000 pilgrims and there are 20 such mutts in Pandharpur city which accommodates lacs of devotees during the Yatra.
During the Yatra the maharshtra govt. setup 2 new Bus depot and 2000 additional buses for the travelling of the pilgrims and the bus depots gets huge amount of crowd.
Temple Queue -:
Pilgrims wait in a queue fro 15 to 20 hours for the Darshan and this queue starts outside the city ( almost 10 km’s from the temple) and moves though a 5 “storey” building and ends in the temple. So the queue and the 5 “storey” building provides an unique options of branding , communication , engagement.
City Branding -:
We do innovative branding with Hoardings , Information boards ,Direction Boards , Arch
In India, rural areas of various states speak various languages and it becomes difficult for the brands to communicate to the people of these areas. Advertisers use various ways in which they can communicate differently to different set of target audiences. Different states have different climatic conditions and different tastes and preferences. For every advertiser, to promote one product in all states of India is a brain storming process and requires a lot of innovative inputs along with perfect implementation. The mentality of people in rural areas also differs from people in cities. An advertiser needs to keep that in mind and should not use any strategy that can harm the sentiments of the rural population.
Now a days rural population is easily adapting to change and is developing day by day in all fields. They have become open to new products and services and are readily accepting what is new in the market. With growing technological development, their mindsets have been developing and this has become helpful due to right promotion of right type of products in the right way to the right target audience. Rural population has been in the state of advancement due to awareness of products and services created by promoters like Vritti iMedia who aim at promoting a range of products through their exclusive branding and marketing strategies like the Audiowala Bus Stands campaign that is run in almost all bus stands of the states – Maharashtra, Punjab, Goa, Rajasthan and Karnataka. This campaign has been a successful one for the past few years and has brought extensive growth to the rural markets. Brands from all the sectors have associated with Vritti iMedia from fields ranging from banking to food & beverages and many more.
Dupont from the agriculture field; Banks like SBI,Union bank and Central Bank; Parle, Vicco, Godrej, Lux of FMCG category; Honda, Bajaj, Maruti from the automobiles sector; LIC from insurance sector have collaborated for rural promotion through Audiowala bus stands by Vritti.Idea and Airtel from Telecom industry; Tata Steel; Pedilite have also been suing these advertising facilities. Various retailers, corporate and government bodies have associated with Vritti for announcing their services. The list is endless but what is more important is the result. These campaigns have been very impactful to these brands for promoting their products and services in the rural markets. All the hard work and efforts of experts from team Vritti have helped in the success of all these campaigns.