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.
2014 has been a year full of achievements, not only for the nation but also for us at Vritti I Media. Vritti I media chalked out some amazing campaigns that helped the brands to flourish in the rural India. We would like to share our success story with you and therefore we bring to you 2014’s most successful campaigns set out by Vritti I Media.
Honda two wheelers – Honda is the world’s largest manufacturer of Two Wheelers and were looking for the opportunity in the Rurban areas. The objective of the ‘Audiowala Bus Station’ campaign was to create awareness and drive sales for its launched bikes Honda Dream Neo & Honda Dream Yuga to the small towns and Rural Market of Karnataka. They wanted to target middle income employed people, farmers and Businessmen from various small towns and villages of Karnataka. During Diwali the 2 bikes Honda Dream Neo & Honda Dream Yug were displayed at Bus stations of Karnataka , wherein the Test ride was also provided. Audio teaser/schemes were being played in between the announcements at 31 ST Bus stations through its Computerised PA system-Motivating people to come to stall inside Bus stations . Along with Teasers there was also Product/Brand communication talking about the features and benefits of products through the computerized PA system at 64 Locations for 2 months. This promotion was done at 64 important Bus stations across Karnataka and reach of the campaign was approximately 10000 people per day. The Activity was smooth & grand success. Overall reach of 50 Million through the audio campaign and estimated 2 lakh visitors coming from District and Taluka places and villages and the campaign helped Honda get 83,996 Enquiries, and 487 on the spot booking.
Parle Marie – Parle Products has been India’s largest manufacturer of biscuits and confectionery for almost 80 years. The objective of ‘Audiowala Bus station’ was to create awareness & popularize about Brand “Parle Marie” amongst masses in small towns and rural market where their main brand Parle Glucose is already popular. Facing the strong competition from Britannia and ITC it was never too easy to establish the name overnight. But Vritti iMedia took the challenge and selected the audiowala bus stands to kick start the promotions. Their main aim was to tap the travelers who stop by the canteen to have tea. By having the tie ups with the canteen and tea stalls they successfully started their Parle Marie pe chai free offer. The promotion of the offer through catchy jingles in the local languages created a lot of buzz among the people. Increase in sales from 60 packets per day to 600 packets itself speaks a lot. Parle Marie sold 40000 thousands packets in just 7 day in 30 district location through the ST bus stands of Maharashtra.
Good Knight Fast Card – Godrej Consumer Products Limited is the largest home-grown home and personal care Company in India. Our marketing campaign that is ‘Audiowala Bus Station’ was for Good Knight smart card. The main objective was to thoroughly educate rural consumers of Maharashtra about Good Knight’s innovative cost-effective mosquito repellant – Fast Card. During the “Pandharpur Ashadi Ekadashi”, which is the biggest Yatra Vritti I Media carried out this campaign. From over 30 Bus stations across Mahrashtra State, Devotees travelling to Pandharpur were guided about the bus schedules and were wlecomed through Public Announcement Systems accompanied with the informative Fast Card jingles at Bus Stands across Maharashtra. This Audio campaign was released 20 days before the main Ashadi ekadashi to build some initial momentum and create some inquisitiveness about the Fast card. Temporary hoarding and boards with information like important locations and their directions, along with the Good Knight Fast Card branding and use, were erected at strategic points around the Town of pandharpur. 5 lakh Booklets containing Bhajan and information about the city like the locations, directions, and bus schedules as well as the information about Good Knight Fast Card were distributed to every second person in the city.
Bhajan Mandaps were established near the temple and river area, which are the prime spots of rest for the pilgrims where the devotees got to sit and participate in Bhajan Kirtans. Volunteers announced about Good Knight Fast Card sponsorships and basic product information during the intervals. Also those who could not experience the actual view of the deity at a recommended time could watch it on the 8×6 LED TVs. Fast card product information’s was given through L-bands and scrollers, and were telecast in between intervals which made numerous devotees emotional and grateful towards Good Knight Fast Card.
1, 44,400 sample packs in and around Pandharpur were distributed and through Demo’s we touched 5lakh devotees in 7 days time. The campaign was very successful and helped the sales of Good Knight smart card.
Well these are not the only success stories we have more which we shall bring to you in our next blog so stay tuned.
Can you imagine an ad running on the TV without any audio??? Well that will not make any sense and in a similar way any advertising without the audio is ineffective. If you try to recollect the famous ads then you will realize that the one thing you remember about them is their audio or jingles or the slogan. Be it washing powder nirma or recently Har ek friend zaroori hota hai, you must have noticed that you can recall the audio easily.
Music and advertising is a combination that helps the audience to connect with the ad in an emotional way. Studies shows that audio in an advertisement has more recall value than the video.
Audio mediums have their own set of strengths. For many businesses, Audio mediums are much more affordable, convincing and effective advertising media. Unlike newspaper ads, audio ads are more than just ink on paper. Apart from audio advertising, a major theme is that each medium has its own biases. Apparently, each medium presents certain types of information easily and well. Compared with Print, Television and Computers, audio seems to be relatively stimulating to the cognitive process of imagination.
SBI-KCC (State Bank of India – Kisan Credit Card) campaign conducted by Vritti iMedia is a fair and clear example of audio advertising. The purpose of SBI-KCC is to provide timely and adequate credit to farmers to meet their production credit needs besides meeting contingency expenses, and expenses related to ancillary activities through simplified procedure facilitating availment of the loans as and when needed.
To identify the power of audio ads Vritti I Media carried out a research of SBI-KCC campaign in Karnataka through which we came to know about the following facts :-
- Out of every 500 hundred people 477 witnessed the automated bus announcements.
- 308 people heard the announcement of SBI-KCC.
- When asked about their opinions on the ad around 35% people felt that the ad was very good and informative.
- Around 237 out of every 500 people wait on the bus stops for more than 15 mins which confirms that they have heard the ads.
The positive point’s people have mentioned about the SBI-KCC coming to Bus stand Audio media are: people are happy to know about the details of loans at bus stand. They feel that this process of passing information will reach most of the farmers. Also it was educating and audio was very clear and loud.
This brings us to a conclusion that audio medium is far more a better medium when it comes to reach and the recall value.
ET Edge, a subsidiary of The Economic Times is pleased to announce the 2nd Annual Edition of “ The Economic Times Rural Strategy Summit” centering on the theme “Past – Present – Future” scheduled on Friday, 19th December 2014 at the Courtyard Marriott, Mumbai.
One of the key speakers in this event is Mr Veerendra Jamdade Founder, Director, CEO of Vritti Solutions.
This summit will be attended by 100 + Senior level Decision makers (Chief Executive Officer, Chief Operating officer, Managing Director’s, Chief Marketing Officer, Head Rural Marketing, Head Rural Sales, Head Product Marketing, Head Brands, Head Business Development etc.) from diversified sectors in India thus giving you and your team an ideal opportunity to LEARN, NETWORK & BENCHMARK with key players in the industry.
This event is sponsored by Vritti I Media pioneering in Innovative Outdoor advertising solutions for rural markets
Pidilite Industries has a strong foothold in the Indian adhesive products’ markets. Products like Fevicol have become synonymous to adhesive for Indian consumers. However, Pidilite sensed an untapped potential in the rural markets that are developing rapidly. So a campaign was to be executed to capture rural minds. Vritti I Media’s expertise in rural marketing worked wonders and the campaign proved successful.
The brands to be promoted were two of the flagship brands of Pidilite- Fewi kwik and m-seal. Products under both of these brands are positioned as household essentials. These products come in handy for a wide variety of affixing purposes and materials ranging from plastic and ceramics to leather. So the idea behind promoting these brands was to increase recognition by educating rural consumers on the simple and quick use of these products for day-to-day affairs.
Starting with Kolhapur, Sangli and Aurangabad areas in Maharashtra, Vritti I Media launched the brilliant campaign –The AudioWala Bus Station. The agenda of this campaign was to grab the attention and drive engagement from audiences. Bus stations being the most frequented and busiest points in rural areas were chosen as campaign venues. Nothing sparks interest as innovation. Vritti I Media used its innovative prowess in creating jingles to play at the AudioWala Station, which caught the audience’s interest immediately.
In terms of product-education, once the crew had enough spectators, live demonstrations were given about product utility. This idea was such a hit that the average was 50 demos per venue per day. To drive further engagement, the crew entertained the public with various games and the response was significant. There were around 1000 walk-ins and 50 participants per day.
Taking into consideration the tremendous response and engagement rate of the campaign, the efforts have been doubled and an even greater participation is expected. With the success of this campaign, another feather has been added to Vritti I Media’s already buoyant cap. After working successfully for Hero Honda and Parle G, the agency has once again proved its mettle in product-promotion. Vritti I Media has also displayed the efficacy of rural marketing for consumer goods.
Putting up your ideas on paper always helps whether in the form of poetry or in the form of drawing on the canvas. And keeping this in mind Colors Channel have come up with an excellent idea of conducting a drawing competition for the schools in the rural areas. Children who enjoy drawing can participate in this competition and the lucky winner gets a chance to feature his/her name in the famous daily soap Udaan and the lucky kid also gets to visit Mumbai on Children’s day. For the drawing competition, the kids would be given a topic to draw along with drawing paper and sketch pen.
A two day time shall be given to the kids to come up with creative drawings. The main motive behind this drawing campaign is to spread awareness about the serial Udaan that features on the channel Colors. Udaan revolves around the story of “Chakor” a small girl who is a bonded labor and her trials and tribulations in life. On this competition day the presenter will also talk about bonded labor that still exists in the country and plagues kids like them who have dreams but cannot fulfill them since they are the mercy of the masters who they have been pawned with.
The execution and the ground level activation of this event shall be conducted by Vritti iMedia. The best choice to promote this show is rural India since the show revolves around the rural India. So draw your dreams on the canvas of life and strive hard to fulfill them.
Vritti I Media has always striven hard to give the clients best of its abilities. We have always lived up to the expectation of the clients by giving them the successful campaigns that not only gave the visibility but also increased the sales.
Recently Vritti I media carried out a successful ad campaign for Honda two wheelers which received a superb response. The feedback from the client was also amazing. We had distributed the questionnaire to two dealers and their response is as under
Honda Dealer 1
They found ST bus stand as an activation facility to be good and they were very happy with the footfalls which was around 50-100 people per day. They were also very impressed with audio teasers and audio ads that were used to attract the attention of the commuters so overall the response from the dealer is excellent and satisfactory.
Honda Dealer 2
In this case the dealer was very happy with our follow up on daily participation activities and overall had a very good experience with campaign co-ordination and management by Vritti I media.
Vritti I Media always works as per the client’s brief and suggest the best strategies for promotion of the products or services. They guarantee the best visibility along with growth in the sales.
Today we bring to you some excerpts from the interview of Mr Vishwanath K S who is the general manager of Karnataka State Road Transport Corporation (KSRTC). KSRTC transport infrastructure is spread across the state of Karnataka, connecting urban and rural areas alike. On asked about its development, Mr Vishwanath K S said that this program reaches 99.2% of the villages in the state since it has bus stations at even complex villages. Also the infrastructure of these buses is much better than the other buses.
Lakhs of people visit our bus stations every day. That is a large audience for any kind of outdoor advertising. KSRTC have also introduced public address system on PPP basis which is fully computerised. We give the database to the vendor and they ensure that the announcements are made promptly and clearly. Such refined announcement system in the semi-urban and rural areas attracts the attention of a very large number of commuters. We are also promoting advertisements on the back and side panels of buses, as well as inside the buses. Currently they have 7000 buses for advertising.
On being asked about the modernisation plans he said that they have many more plans in the pipeline and they are also open to the innovative media plans. About the footfalls he mentioned that the majestic areas have a footfall of 7-8 lakhs a day which is considered as huge audience. They also have tie ups with local agency for satellite TV networks in Volvo buses. So overall they have 10000 buses and 50 big bus stations.
Advertising your product during the Diwali will not only ensure a great visibility but it will also convert the visibility in to sales. In India Diwali is celebrated with great zeal and therefore people splurge a great amount of their income and savings to buy different products. During this time the spending capacity of people increases and what more for a brand than joining hands with Vritti I Media- a medium that gives results.
With about 72% people residing in the rural areas and 9% in the semi urban areas Vritti iMedia offers the best ideas to advertise in the Rurban areas.
The great example of successful advertising during the festive season is of Honda two wheelers. After brain storming several options for promotions they zeroed down on ST Bus stands as it is an apt place for advertising and engaging with the target audience. A space of 5X10 sqft was used to display the two wheelers. Vritti iMedia ran audio advertisements across 31 bus station in the local language which captured a lot of attention. Honda received around 84000 enquires, 500+ spot bookings and requests for test drives which resulted in increase of sales. The audio medium gave Honda the reach and frequency to support their ground activation which triggered the huge walk inns to watch the display of their product and this thing does not end here it continues till the onset of next festive seasons.
Promotions on ST bus stations will always prove to be beneficial and an ideal place as it has a floating population. With a reach of 40000 people a day on a single bus stand, one can imagine the results that can be achieved through advertising on bus stands. So wait no more and make your Diwali prosperous by promoting your product through Vriiti iMedia because if Honda can then why can’t you?? Vritti iMedia does not only make the promises but they give you fruitful results.