Outdoor advertising in Indian village

When you want to achieve a grand success in the market, it is not possible to ignore the rural market. It occupies a big chunk of the pie, and there has been a tremendous increase in the market potential due to excellent economic growth in India. Marketing gurus say that rural marketing is a different ball game that forces marketing gurus to unlearn the conventional concepts.

All aspects of product marketing have to be revamped and refurbished when you focus villages. Outdoor marketing, one of the pivotal aspects of the marketing plan, isn’t an exception to it. In fact, it is quite challenging to design Outdoor advertising in Indian village as compared to cities and towns.

Ways of attracting rural customers by outdoor advertising

As mentioned earlier, rural marketing is a specialized niche; marketing experts are required to brainstorm to find out innovative and creative ideas. Since it needs huge money to promote the brand in small villages, it is furthermore important to keep the costs under control. Here are a few effective ideas of attracting a large number of people by spending less.

Street shows

Have you ever seen street shows in small towns and villages? Yes, they were quite popular in the old days even in big cities. However, they have remained confined to the villages nowadays. There have been examples of the creative and effective use of street shows for marketing activities.

Wall painting

You must have observed wall paintings in the rural areas promoting brands and products. It is quite popular because there are two benefits of it. Firstly, the wall gets painted without any cost which is a good thing from the owner’s point of view. From advertizing company’s perspective, it doesn’t require to spend separately for rent. Thus, it is a win-win situation.

Unconventional marketing tactics such as Audio Wala Bus Stand

With the effective and impactful use of creativity and innovation, smart marketing companies have been able to drag the attention of rural people. Vritti Imedia is a company that made history by using bus stands for product promotion and brand building.

It used the audio announcement system of bus stands in some selected states where bus service is excellent. Since the footfall is quite high in these states, the promotional activities were quite effective and useful. With intelligent product selection and appealing ideas, Vritti has been successful in making the best use of it so far.

Audiowala bus stand is catching as an advertising strategies

Can you remember a time when you were a small kid, and traveling was a thrilling experience for you? Yes, the bus service is like a lifeline in the rural and urban areas in India. It is a low-cost, convenient and fast mode of travel. If we think about the rural India, there has been an enormous development in the infrastructural facilities in the past few decades. Roads have improved, and bus stands are now equipped with new technology.

No wonder, innovative and fertile minds of marketing managers grabbed the opportunity of utilizing bus stands for marketing and promotion. Products and services advertized in the bus stand grab the attention of thousands of people in a day. Isn’t it a wise idea? Yes, indeed! Vritti Imedia is a pioneer company that realized the immense potential of it. The company came out with a revolutionary idea that changed the way rural marketing is done in India.

Simple and effective idea of Audio Wala Bus Stand deserves success

When marketing executive of Vritti Imedia got the idea of promoting products using bus stands, they were not looking at the conventional methods of hoardings or backlit billboards. They wanted to have something unique that nobody ever thought about. Then the idea of using the Audio announcement network of bus stands for promotional activities clicked in their minds. Nobody had used this channel earlier. Hence, there was first mover’s benefit.

The most crucial part was to choose the states. To make the product campaigning in the bus stands successful, it is essential that the bus services are perfect. Hence, they picked Maharashtra, Punjab, Karnataka, Rajasthan and Goa. These states are well-known for great roads and efficient bus services. Since the services are lucidly superior to others, the footfall is also high.

It is catching as a lucrative advertising strategy

As entrepreneurs come to know about the grand success of the idea, they want to utilize it for market promotion. Audio Wala bus Stand is a concept backed by thorough research. When others overlooked this powerful media, marketing gurus at Vritti realized the immense potential. They targeted services and products that have a direct connect to the rural people. SBI, Good Knight Mosquito Repellent, Parle products and automobile were amongst the first choice.

When Vritti Imedia designs campaign for a brand, it is assured that it reaches as many people as possible. No wonder, it gains unmatched popularity.

10 notes keep in mind when doing rural marketing

“You need half an hour to cut the tree, but you need six hours to sharpen the axe”, the adage is relevant in every situation. rural marketing agency is also not an exception to it. When you derive an effective strategy for the market, it is critically important to look at some salient features.

1. Know what the audience is interested into? Preferences of rural consumers are different from urban ones. One size doesn’t fit all; rural marketing agencies in india need to work from the grass root level while designing the campaign.

2. Don’t proceed without valid data points. Gather in-depth knowledge about the market sentiments, consumer psyche, product distribution and pricing. Marketers must pay attention to the way things will be communicated to the consumers.

3. Spend some time in making an understanding of the particular market. If the product or services are being launched for the first time, then this point is further critical.

4. You must understand that it is a different ball game. The rules are different here. Don’t treat is just another market segment. The more you get into it, better will be the result.

5. Look at the rural marketing strategy as the whole. You should work simultaneously on market development strategy, campaign, distribution, or rural marketing events in india. The overall impact will be effective.

6. Look at the market from a long-term perspective. There is immense potential in the rural market, and the effectiveness of your strategy will decide how successful you will be in grabbing the attention of people.

7. If you are one of the best rural marketing companies in india, then don’t forget to include the client in every stage of planning and execution. The final say has to be of your client.

8. Prepare a checklist. It is critical for the success of the strategy. Checklist makes sure that you do not forget anything in the execution process.

9. Don’t get disheartened by the initial lukewarm response. May be you need a little bit tweaking here and there. Rural consumers take some time to appreciate a product or service, but they are highly responsive once they get an idea about it.

10. You needn’t be extravagant while deriving rural marketing strategy. It is possible to come out with flying colors by adapting a conservative approach.

These points help in taking your company new heights of success in the rural market. With a sound groundwork and well-planned execution; you can be the role model for others.

Innovative and interactive solutions for accentuating your brands promotion – Audiowala bus-stand

When you run a marketing campaign, it is important that it is targeted to the right audience. It should be catchy, and most importantly, it has to be cost-effective. Yes, in the fierce competition you can’t afford to be extravagant. Marketing gurus have to be on the toes to find out innovative and pocket-friendly ideas for their clients.

Vrittii Media is a reputed name in India for their out-of-the-box thinking and effective outdoor advertising ideas. In the recent years, the company has made an impressive presence in the rural and urban marketing by making use of appropriate ways of communicating to the large audience. There unique creation “Audiowala Bus Stand” got accolade of marketing gurus. The idea is outstandingly effective and one of its kinds.

What is Audiowala Bus Stand?

Statistics says that bus stand is the second most frequently visited place in India, the first place goes to Railway stations obviously. According to reports, there is an enormous footfall of around 100 Million people if we consider the prominent 100+ bus stands of the Maharashtra state only. You can imagine the huge potential if we consider the bus stands of all other progressive states put together.

Strangely, the immense potential of Bus terminal Advertising in India was underutilized till Vrittii Media came out with their path-breaking idea, Audiowala Bus Stand! It is the trendsetter company who made a wise use of it by embedding their marketing skills and modern technology.

The idea is a massive hit indeed

Bus service is the lifeline of rural areas. It is an approachable and affordable mode of transport. A few states in India offer exceptionally reliable and punctual bus services, e.g. Rajasthan, Tamil Nadu, Punjab, Goa, and Karnataka. Vrittii Media, one of the top outdoor advertising agencies in india did adequate research before launching the concept. The company didn’t look back after the first success. Today, it runs incredibly effective campaigns in several states and promoted services and products of diversified clients.

The Success Story

Many brands used the concept and reaped big business benefits by advertisement in rural areas. GoodKnight Fast Card, SBI, Cadbury and Parle are a few examples. Since the reach of the campaign is immense, while the costs are relatively low, it adds a good value to the profitability. No wonder, Vrittii Media replicates it in other states also. Surely, it will become a big differentiator in the coming times. Advancement in the technology will refine it further.

New perspective in rural marketing

Several game plans are suggested by the experts when we ask about the best way of getting success in the enormous rural market in India, and everybody has a different story to tell. However, everyone agrees to the fact that developing an effective distribution channel is one of the key elements of success. Failure in achieving it would be a major inhibiting factor for business growth.

Whether it is a consumer product, food product, or electronic item; it should reach to the right people at right time. Thus, effective distribution network, fast and swift modes of transportation and good warehousing facilities are extremely important.

What could be the best means of reaching the masses?

Many companies have done exceptionally well in the niche of reaching the rural markets and consumers. They developed fast and economic models to reach as many people as possible. Other than meticulous planning and flawless implementation, they developed smart ways of doing the things. Experts say that it is possible to take the performance to further high by doing something exclusive and unique. It is certainly a new perspective towards rural marketing.

(i) Is it possible to use the public distribution system which already exists? Since thousands of fair price shops and millions of people depend on it for the supplies of food grains, kerosene, and sugar, the system is fairly efficient and accurate. Using the same infrastructure for marketing the products in the rural areas would be cost-effective and accurate. Of course, it will be a chargeable service. However, the accuracy and dependability will make it the preferred service.

(ii) Use of rural cooperative societies: Almost every village in India has some or other cooperative society. Marketing experts say that these societies can play a pivotal role in making a product or service hit. They can be instrumental in distribution on a chargeable basis. Since the societies would earn handsome money, they will do it enthusiastically.

(iii) Using social and religious events for product marketing: In the recent years, marketing experts have realized the huge potential of events that take place in the rural areas. Mela, Urs or other religious events showcase the product or services to a large audience. The cost of product promotion is quite reasonable, and the results are superb. As the products are displayed in the local event, people associate to it pretty well.

These groundbreaking perspectives have a great potential to change the rural marketing.

Rural Growth is Key to Indias Success

When they say India lives in the villages, they are not wrong. A country where more than 80 percent of the population lives in small and middle-sized towns (a chunk of the population contributing eight to ten per cent of the total economic growth); how can one ignore it? Economists say that the key to growth lies in the rural sector, keeping in view the saturation in the urban areas.

It is the time to turn back to villages

A big chunk of the Indian population which lives in the rural areas was neglected for more than two decades after the economic policies took a U-turn from the traditional socialist ideology to so-called capitalist market. Everything from marketing strategy to product development and advertizing to promotions was focused on the neo-rich and upper-middle segment of the urban population. It drifted the lifestyle and habits of Indians and world-famous pizza and burger outlets marked their presence in the Indian market, promisingly and successfully.

After a whooping success for more than two decades, the urban market faces a big challenge in maintaining the same growth rate. Hence, the time has come to look back a big chunk of the Indian population that shows tremendous growth potential and promising future.

Though it is a challenging task, not impossible

Everyone agrees that the key to growth lies in the rural market, but it is equally true that the path is full of steeps and turns, just like approach roads in the villages. In a market where round-the-clock power cut is still a reality, how can one think about marketing lifestyle products that expect uninterrupted power supply?

However, the rural India is changing and with a pretty fast pace. As the government is keen to take the necessary facilities to the remotest village, good quality approach roads are being made to every village. With more emphasis on unconventional energy sources, e.g. solar energy or wind energy; villages are being made self-sufficient for power generation.

It is quite clear that as these efforts would start yielding results, there will be a phenomenal change n the life of the rural people. With a significant growth of the middle class in these areas, the demand for lifestyle products will surge like anything.

Companies that read the pulse of it correctly get prepared for the new challenge. Early movers would have the obvious advantage. They will not only seize the biggest chunk but maintain excellent growth as well.

Godrej spreads the message of purity this kumbh season

Godrej Consumer Products limited (GCPL) through its various brand activations has created an experience that brought alive the Kumbh ritual of purity, making every Indian experience of India’s purest bath even more pure and enjoyable.

Kumbh Mela is a mass Hindu pilgrimage, held in India every three years and attracting 100 million people. GCPL installed multiple refresh vans across the city at various junctures like bus stop entries and pilgrim shelters so that the devotees can feel the purity and essence of such a pious festival right from their arrival. These multiple experience zones have successfily been able to touch each and every Indian across ghats and akhaadas, enabling the pilgrims to experience the glow of Godrej No 1 soaps and get rejuvenated for the holy dip.

Not just this!! GCPL ensured that the holy place where the Aarti took place was also pious and pure. How?? Simply by creating a number of fumigation rickshaws shaped like Goodknight Fast Card that moved around the mela and guaranteed that the place became mosquito free within minutes. Given the unexpected rains and the season of mosquitoes, a team of experts also performed particularly created Goodknight Fast Card aartis across Akhaada by lighting up special diya’s before beginning of a bhajan or aarti inside ahaadas to ensure that the place becomes mosquito free.

“From the Akhada to the main ghat, GCPL sure made it a pure, pest free and a memorable experience for all the pilgrims. The brand has very consciously moved away from the traditional concept of a static stall and has created mobile experience zones.  We are also sampling more than 20k Godrej No 1 soaps and 1.5 lac Fast cards to devotees,” said Sunil Kataria, Head – India and SAARC, Godrej Consumer Products Ltd (GCPL).

About Godrej Consumer Products Limited:

Godrej Consumer Products Limited is the largest home-grown home and personal care company in India. We are constantly innovating to delight our consumers with more exciting, superior quality products at affordable prices. We have bold ambitions and are becoming more agile and future ready. We rank number 1 in hair colour, household insecticides and liquid detergents and number 2 in soaps. In India, you grow up with our brands – Good knight, Cinthol, Godrej Expert, Godrej No. 1 – and we are now on our way to becoming an emerging markets FMCG leader. In line with our 3X3 approach to international expansion, we are building a presence in 3 emerging markets (Asia, Africa, Latin America) across 3 categories (home care, personal wash, hair care). In 2010, we acquired the Indonesia based Megasari group, a leader in household insecticides, air fresheners and baby care. With the acquisition of Rapidol and Kinky in South Africa, the Darling Group, a leading pan-Africa hair care company, and Frika, a premium hair care brand, we have a strong presence in the fast growing African hair care market. We acquired the Issue and Argencos groups in Argentina, leaders in hair colour, in 2010, and expanded our footprint to Chile through the acquisition of a 60% stake in Cosmetica Nacional. Our UK business acquired in 2005 has a play in hair and personal care. We also operate in the Middle East and have a strong presence across SAARC countries.

Read more at www.godrejcp.com

How Vritti helps brands to connect with rural India

When more than 1.2 Billion people `live in the rural India, and they contribute greatly to the country by agriculture, companies find the market quite lucrative. Experts say that there is a noteworthy difference in the rural and the urban India. The lifestyle, living standards, and choices vary up to a big extent. Therefore, no company can survive by designing and implementing a unified marketing strategy for the two different worlds. Since marketing executives can’t afford to ignore the mammoth 70 percent of the total population, they need focused and well-researched marketing efforts to connect with the rural India.

Companies like Vritti accept the challenge

Not every marketing company is like Vritti Media that takes the challenge to spearhead the process of marketing products and services to this untapped market. It needs a lot of courage and risk-taking ability.

While urban marketing is like plucking the low hanging fruits, no company wants to take the pains of reaching the bottom of the pyramid. Addressing the urban market is easy and fast. The marketing managers have the knack of attracting their audience in the best way.

Team Vritti Media realized that more than the urban market, a lot of potential lies in the rural areas. However, it is required that the marketing team understands the USP (Unique Selling Propositions) for the rural market. Once tapped well, the market offers nearly limitless opportunities. There is no need to mention that the tantrums are totally different.

How did Vritti make a difference?

It is quite clear that the conventional methods of media advertising, Television and the online marketing won’t be effective. Vritti Media uses a groundbreaking concept of using the Radio. The company also used a unique concept that nobody didn’t imagine. Vritti uses the bus stands to market products and services because these are the places where the majority of rural people visit every day. Since the marketing campaigns are in the vernacular, they reach straight to the heart of listeners.

With an innovative and imaginative campaign style, Vritti successfully manages the captive attention of their audience. Reports confirm high recall and effectiveness of the campaigns.

The efforts made by Vritti have been recognized by marketing gurus, and the success becomes an inspiration for many others. It shows that a team with highly constructive and fertile minds can make an overwhelming success to their clients.

Vritti I Media supporting Kannada film industry

Vritti Media is not only a successful marketing and brand promotion company but is has also shown a deep social concern and responsibility. It has been part of several initiatives that are directly connected to the social welfare. Offering facilities to pilgrims at Pandrapur is an example. The company is concerned about the roadblocks being faced by Kannada film industry nowadays. The economics of Kannada movie industry are not as strong as the other regional languages of South India. Hence, it can’t compete with them in spite of producing good movies with superb storylines.

Kannada cinema spearheaded parallel cinema once upon a time

In the decades of 70s and 80s, Kannada cinema was considered the leader of the South Indian film industry. It successfully carried social reformation movement and produced movies that had meaning and message. There were stalwart actors, directors, and writers who took it to very high standards.

However, a lot of water has flown since then and today the Kannada film industry is in a dreadful situation. It has been overshadowed by Tamil, Telugu and Malayalam film industries. Today, it becomes difficult to bring the audience to the movie theaters. Vritti shows a deep concern with it and the company is determined to bring back the glorious days.

Audio Nildana promotes Kannada movies in the best way

Vritti knows very well that communication is the crux of success in the rural market. In Karnataka, a bus is the most preferred medium of travel in the interior areas. Roads are very good, and Karnataka State Transport buses are quite comfy and luxurious. There is a large footfall in the KSRTC bus stands which makes them the best place to reach the masses. Audio Nildana plays promotions, songs and information about the newly released Kannada movies. It also provides informational content and segmented promotion of the retail market.

Since the facility reaches to more than 100 bus stations of Karnataka, it is a greatly cost-effective mode of publicity. Audio promotions and song bits are played at widespread locations simultaneously experts rate it effective than FM Radio. A song will be played for two minutes, and it is expected to reach over five million people at a time. Interesting information will be broadcasted in between the songs so that the content keeps people engaged.

It is sure that there will be further development in the coming years, and Vritti will add new and exciting things to promote Kannada film industry.

Growth in rural advertising and Vritti iMedia’s role

In India, the cultural and language diversity makes it tough for advertising produts to market in an uniform language.Thus it is an interesting challenge for rural advertising media compaines to tap the potential here. There is a need to adapt to the diverse linguistic needs of rural India. It is a largely untapped audience, but with specific strategies this audience is being tapped and informed through rigorous rural advertising and marketing.
Rural marketking is growing at a rapid speed with a range of products satisfying the needs of rural India today. The tastes, preferences and choices of consumers in rural India are changing at a rapid pace. They are getting transformed with time and availability of option in the market. Hence, rural marketing and advertising is getting audience and strong ground in India. Certain challenges of rural marketing like languages, literacy rate and accessibility are been overcome by media compaines with respect to their advertising. The research of  marketing strategies  has made it possible for the companies to successfully reach rural India.
Through bus stand announement advertising, Vritti iMedia has been the most successful in rural advertising in India. It has made products like Parle, Vicco, Godrej, Lux of FMCG category;the automobile sector includes Honda, Bajaj, Maruti; Banks like SBI, Central Bank and Union Bank and many more. These  commercial audio advertisement has made Vritti iMedia has been an ace company in growing the reach of rural marketing and advertising.