Infinite chances, Definite safaltaa

‘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 iMedia 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.

Audiowala Bus Station

‘O Bharat maa teri santaan hai hum,Tune diya hume jo bhi…

Useke liye tujhe Pranaam’

Prakash reached home in the evening, as soon as he entered home he yelled at the top of his voice to his wife and said, “Arey Sudha, soun rahi ho! Aaj toh mai unsab ko khatam hi kar dunga, koi nahi baachega!!” Sudha wondered who was he talking about and Prakash continued, “Dekho mai kya laaya hu? Good Knight Coil! Ye ghar ke sabhi machhro ko mardega aur muje aachi neendh lene dega.” Sudha giggled and said, “Ye sab kya laaya karte ho, inn maacharo is chutkara pane ke liye?” “Areey vo aaj bus station pe intaazar kar raha tha, tabhi maine ek jaheraat mai soun, ‘Good Knight coil aur laagao maachar bhagao!’ Aur uske advantages baataye. Aysi aur bhi kahi jaheraatain bus announcement ke beech-beech mai aati raheti hai,” explained Prakash.

Prakash is one of those millions of people travelling between the bus stations that link rural – semi urban – urban areas, these millions are what Suddha Desi’s target audience is. The buzz of the increasing demand of premium products in these rural and the semi urban areas is to an extent the work of the so called ‘Audiowala Bus Stations.’ The announcement speakers at the bus stations are the medium through which the ads are played at intervals between the schedule announcements. Since the passengers have to compulsorily listen to the announcement to keep up on the schedule, they have to mandatorily listen to the infotaining sound clips that keep playing in intervals. The tool of Suddha Desi is an amazingly designed medium of mass communication that helps in rural marketing and also helps to inform & entertain the bored commoner at the bus station. This in turn creates awareness about the premium products, the demand for which has considerable increased in the rural and semi urban areas. According to researches 75% of the Indian population lives rural and semi- urban areas and today these areas are fast mirroring the urban areas.

With proper research and analysis, Vritti iMedia have considered all the facts that add up to the advantage of creating awareness in the rural areas and if we look at it from the macro point of view it has also helped develop India.

Suddha Desi Ko Ab Mili Manyata

OOH advertising today is one of the most essential mediums of advertising, since the scope for marketing and advertising today has grown over the past year. Outdoor Advertising Convention has been recognizing to OOH media leaders and professionals for years, motivating them for their efforts in the field. OAC awards have reached the milestone by completing 10 years of awarding and giving recognition to the leaders. This grand award functions was held at the Grand Hyatt in Panjim, Goa on the 4^th and 5^th of July.

How is a medium of media created? Leaders in the OOH media (Out Of Home advertising) put a lot of thought, look into various aspects in our society and accordingly create a medium of media that best suits for marketing and advertising. One example of the OOH medium of media is created by Vritti iMedia, which they have termed as the Suddha Desi mass communication tool. Suddha Desi tool in itself is a way through which not only rural marketing can be done but the rural lifestyle can also be improved. Suddha Desi is where INDIA meets BHARAT, by saying this it implies that Bharat i.e. the rural India meets the developed part of the country, thereby improving the conditions of rural India. This medium of advertising uses the announcements speakers at the bus stations in the rural India to communicate/advertise premium products and penetrate them into these rural areas. Suddha Desi is a simple, straight and compulsory medium of media, because all the advertisements at the bus stations are played in simple and understandable language that the locals follow and compulsory because the passengers have to involuntarily listen to the announcements speaker to keep up on the bus schedules. But the passengers at the same time are entertained while they await their buses. This tool has been implemented in many rural areas in India and its reach is evident. This amazing tool stands as an asset to Vritti iMedia for which they have won a gold award in the ‘Zonal Media Owners of the Year – West’ category and a silver award for the ‘Zonal Media Owners of the Year – South’ category.

Along with the awards, Vritti iMedia have bagged a feeling of pride and gratitude towards the recognition they have received. Vritti’s Suddha Desi tool has proven to be awe-inspiring tool for rural marketing as well as advertising, and this has be proven consistently for the past four years as they have won the same awards four times in row consequently.

Increased Taxes Help Defend KARKROGUE

‘’Cigarette ka dhua ab hogaya hai bhari, kyuki tax ho gaye hai bhari

Iss bhari tax se bhag jayegi karkrogue ki bimaari!’’

Now if you spot a smoker, you can easily judge their wealth. On the World No Tobacco Day 2014, 31^st May, the taxes over tobacco have been raised because it was concluded that this could be the only effective and cost effective option to stop people around the world from smoking and using tobacco in different forms. This would not only benefit the health of the beings on our planet but also contribute economically.

Have you heard of the corporate social responsibility undertaken by Vritti iMedia? As a corporate social responsibility, Vritti i media have supported a social awareness campaign on smoking and effects of smoking. This CSR was in a form of a seminar which was held on the World No Tobacco Day, 2014. The seminar was held at the S.Nijalingappa college of Dental Science & Research Auditorium, Gulbarga, Karnataka. The seminar was also in association with Nirni Cancer Foundation, Hyderabad. This Session was addressed to the students to keep distance from smoking or using tobacco for any other purposes. Dr. S. S. Nirni an eminent oncologist at the Omega Hospital shed some light on the dangers of consuming tobacco and its products. At the session other topics like Stress management, How to write exams and Time Management were also a point of discussion. Finally the session ended successfully with good number of supporters. The supporter of this campaign, Vritti i media have bagged a feeling of gratitude and achievement after their participation at this social initiative.

Out of the world population, One billion smokers have been polluting the air by smoking tobacco. This directly affects the children who have been breathing this tobacco polluted air, causing deaths due to passive smoking. 100million deaths have been caused due to tobacco in the 20^th century, and with the current trend in the toll of deaths due to use of tobacco, 21^st century will see up to one billion deaths. More than 80% of the smokers live in the low and middle income countries i.e. developing countries; hence increasing the taxes over tobacco is a bonus to prevent the masses from the developing countries to smoke.

Along with making business in the advertising world, Vritti iMedia have also fulfilled their corporate social responsibility by taking this step towards preventing people from using tobacco and tobacco products worldwide. Also apart from this, Vritti iMedia have initiated Shuddha Desi mass communication tool, which is a new kind of media where along with daily announcement at the bus stations there will be informative and entertaining audio clips played at equal intervals. This tool now has been used in many parts of rural India, and the audience it has grabbed is remarkable. With the ‘ab ki baar Modi sarkar’ campaign turned successful with this tool, now FMCG companies are also willing to invest in the Suddha Desi tool by marketing their products in the rural areas.

The Modi wave got louder at bus stands

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.

Filmy Tadka at Bus Stands in Punjab!

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.

The new face of advertising

Advertising takes a fresh turn as it explores a new concept in rural areas

The world of advertising is constantly on the move as it witnesses new innovations every day. The trick is to find new ways to keep a brand alive in the eyes of the consumer. The latest trend in this case is advertising at bus stands. This new concept has been more than just ‘accepted’ by big brands today.

How does this work?

Bus stand advertising uses the public announcement system at bus stands to play catchy audio advertisements promoting brands. The reason why this works so well is that every passenger’s attention is on the announcements system, which makes it nearly impossible for them to miss the advertisements.In this way, thousands of passengers are exposed to the advertisements every single day.

It’s a proven fact

AC Nielsen was given the responsibility to research about the effectiveness of this medium. After an extensive survey, the reports stated that this medium gained 98% recall value as compared to other mediums. A medium so efficient, it promises to increase sales of a brand along with increasing its reach. Vritti i Media, the experts of rural market, happen to be the pioneer of this innovative new concept.

Could you buy anything worth 1 Paisa today ?

Brands make the most of this new form of advertising at the cost of just 1 Paisa!

In a world where the cost of living is only increasing by the day, money loses its value. India, having the rupee as its currency saw days when its citizens could buy goods for less than a rupee. To think of the same now, would be more than difficult; or rather impossible. Now, there is great news for brands, as a new form of advertising makes this possible.

What is this methodology?

Advertising at bus stands through public announcements happens to be both, effective and cost effective for any brand. This concept uses the power of the public announcement system to increase brands sales in rural areas. By carefully advertising in local dialects and running the audio advertisements at regular intervals, this medium seems promising for increasing a brands reach by making a personal connect with the target consumers.

Thousands of consumers at 1 Paisa

Each bus stand gathers thousands of travelers every day as buses are the sole means of transport and commuting in rural areas. Bus stands are therefore the perfect hub for advertising in rural india. It is impossible to escape these audio advertisements that gain full attention. It’s no wonder that so many brands are turning to this medium that guarantees a successful campaign and costs just 1 Paisa per target consumer.

Know more about the success story of political communication in Karnataka.

Where India meets Bharat

The perfect mix of urban and rural communication helps brands increase sales

The concept of public announcements has never been more effective than its present use. A new medium cleverly uses the public announcement system at bus stands. This is the place where India meets Bharat, as urban brands effectively advertise and increase sales in rural areas. Brands that usually choose to advertise in urban areas now have the option to extend their reach in this way. community radio broadcasting played at regular intervals throughout the day at each chosen stand get guaranteed attention of thousands of passengers every day.

Why choose bus stands?

Rural advertising usually takes place at jatras, yatras and melas; but research shows that bus stands have proven to be the best hub for advertising in rural areas. Buses being the main means of transport get guaranteed passengers every day. The large lot of travelers gathered at bus stands includes students travelling for educational purposes, citizens travelling for work purposes and ladies travelling to meet household needs among others. This means that a bus stand holds a wide consumer base which is perfect for advertising most FMCG brands, cellular brands and automobile brands.

The effective link

Bus stands are therefore the effective link that connects rural consumers with urban brands in a better way; thereby increasing their each and bettering sales. Public announcements have proven to be the most effective medium according to reports by AC Neilsen and continue to help reputed brands carry out successful campaigns. The findings of the report state that advertisements at bus stands get 98% recall value from target consumers.

Find out about ‘HIS’ career logic behind ‘Quitting Radio’ and ‘Joining Bus Stand Audio Ads’

Advertising at the Taluka Level

Rural advertising is growing fast and strong as it is consistently helping reputed brands increase their reach and gain profitable sales. The taluka is the centre of main activities happening in rural areas and hence, is of high importance when you choose rural advertising as a part of your media plan. Talukas generally have a semi-town rural lifestyle and are home to a large number of FMCG’s at the village level. A taluka holds close to 200-300 villages on an average. The population that comes to a taluka comprises of women that come for shopping, farmers that come for sales and students that come there for educational purposes among others.

Advertising at the taluka level works best for FMCG, consumer durable and telecom brands by extending their reach and showing a consistent increase in their sales. The best way to advertise at the taluka level is through the medium of audio advertisements played at bus stands. According to research conducted by AC Neilsen, it is the best medium for rural advertising gaining 98% recall through passengers at bus stands. It is a medium that is not only effective but also cost effective. Bus stands being the main hub for travelers in rural areas, gather thousands of people every day and they are exposed to these audio advertisements that are played through the same speakers that gives out bus announcements; making it better to get their attention.

It is important to have rural advertising at a taluka level as it is the main rural hub, holding bus stands, rural shopping malls, notable congregations and government activities. Vritti i Media is the pioneer of this new concept of audio advertising at bus stands at the taluka level.