Posted by Missing Billi
‘Log nachu kirtanache rangi, Vritti dnyandeep lavu jagi’
(People Will dance to the tune of kirtan and Vritti will light the lamp of knowledge to them)
India is home to many cultures and there are numerous festivals and days which are celebrated 365 days of the year. One such example is the Pandharpur wari which is a pilgrim on foot that takes place every year during Ashadi ekadashi i.e. June-July as per the Marathi calendar. Millions of people from rural to semi-urban to urban areas of Maharashtra take part in this yatra to praise Lord Vitthal on the auspicious day.
What could you best think of doing with such an audience? First of all, to have such a mass gathered at one place going in the same direction is like a cherry on the cake for all the marketers looking for huge audiences. This could be one of the best places to carry out marketing activities and penetrate premium goods in these rural and semi-urban areas. And with the kind of development that India is seeing today in the rural and the semi-urban areas, it is pretty obvious that a good outcome can be achieved.
Vritti has understood the scenarios in the Indian market and have accordingly planned steps towards marketing in these areas. For the past years Vritti has been actively pushing products like the TATA swatch water purifier, Good Knight coils and many such premium products in these areas taking a leap towards developing India. Along with using strategies like distributing pamphlets, brochures and booklets, installing stalls, mobile stalls, putting up hoardings & banners; they have also brought about a change in the way rural marketing can be done. They have innovatively created the tool for mass communication in these rural and semi-urban areas which they call it as the ‘Suddha Desi’ tool. This tool uses the public announcement systems at the bus stations to advertise premium products with the regular bus schedules. This in a way creates awareness about the products that can be useful for people in these areas and for the marketers willing to promote their products in these areas.