Maharashtra, with a total population of 90 million, is one of the most populous states in this country, Out of this 90 million; a whopping 55 million people reside in rural and semi rural areas. Understandably, this presents unique and limitless opportunities for brands trying to make their presence felt in the semi rural and rural areas. Traditional media like print and TV reach out only to 45% and 40% of the entire population respectively. This means, that 46% of the population can be considered as ‘media dark’ or not being approached by any media.

i-Media

Vritti i-Media

With the traditional media reach being so limited, it’s a real challenge for advertisers to connect with their audiences and get their brand’s message across. It becomes important to find a solution that will not only reach the right people, but will also ensure their captive attention thus ensuring a high recall. Vritti i-Media’s Digitalworld+ solution is a digital technology enabled outdoor media advertising solution that ensures corporates can effectively plan low-cost, high impact campaigns that reach out to the audience that are semi literate as well thus breaking the barrier of media darkness.

Vritti’s Digitalworld+ audio network relays audio announcements at MSRTC bus stands across Maharashtra at over 80 locations, every 30 minutes. The USP of this solution is that the advertisements are combined with announcements about the bus arrival and departure schedules, thus ensuring the captive attention of the audience. This medium is well established for over 4 years and leading brands like Lux, Wheel, Kirti Gold and Bajaj auto have been using the solution for their rural marketing campaigns. Lokmat, one of the leading dailies of Maharashtra has been using the Digitalworld+ audio network to promote sales of the newspaper by making use of the setup to announce daily headlines to passengers travelling by ST’s across Maharashtra. This medium is also effectively used to warn passengers against pickpocketers and other minor travelling hazards along with information on serious epidemics like swine flu.

Vritti i-Media at bus stands

Vritti i-Media at bus stands

As the announcements are in the local language, the impact level is high and helps brands reach out to the heart of the rural population, most of whom are illiterate. Unlike other OOH media, these ads can be changed dynamically and run at different times across different locations. Repeated renditions of the ads with a gap of 20 minutes ensures a greater recall (as the average time spent at a bus stand by passengers is half and hour- forty minutes) and helps form a brand image.

We can thus conclude that Vritti’s solution has a definite advantage over all other forms of outdoor advertising and it can be safely said that here is one technology that has helped brands break the barriers of media darkness and reach their message effectively to a population that just cannot be ignored by corporate anymore.

Authored by:

Veerendra Jamdade

CEO

Vritti Solutions

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Vritti i-Media’s DW Audio system in use at a bus stop in Sangamnar

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Vritti i-Media advertises at bus stop for Kalnirnay along with public announcements.

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Students give their insights and views on Vritti i-Media and what they think of it

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Students share their views on Vritti i-Media and the benefits they have

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A shopkeeper at a bus stand talks about the effect of Vritti i-Media advertising and how he feels it is useful.

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A farmer shares his views and opinions on Vritti i-Media’s Digitalworld+ Audio network  and how it has benefited him

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A farmer gives his views and shares his ideas on what he thinks of Vritti i-Media and how it has benefited him

Vritti i-Media Times of India

Passengers, now travelling to Pune by AC Volvo buses will get a new ST stand at Dadar with LCD screens, a rack for newspapers and magazines, radio FM service, drinking water and other amenities

Vritti’s i-Media’s Digitalworld+ network helps corporate companies, SME’sRural Marketing and retail businesses reach their target audience in tier 2 and tier 3 cities effectively. Vritti’s understanding of the rural market in India coupled with their strong technology infrastructure makes them the ideal OOH advertising partner for bottom of the pyramid communication.

  • The Digitalworld+ Network comprises of the Digitalworld Audio Network (DW AN) and the Digitalworld Audio Visual Network (DW+ AV)
  • The DW AN broadcasts audio advertisements in State Transport bus stations thus helping advertisers to cater to the masses traveling by buses.
  • The DW AN Audio Network currently has a reach of 80+ locations across  all districts and important towns in Maharashtra with new locations being added every month
  • DW AN reaches out to approximately 40000 people every day at a single location and the per person cost is approximately 10% as compared to other media with an impact of 100%
  • The DW+ -AV uses a combination of both audio and video capabilities and digital displays thus enabling a wide range of interactive content delivery
  • The DW+ AV medium of Vritti  is currently helping advertisers to  reach out  and interact with around 25 lakh highway travelers every month 

Vritti i-Media’s Digital World+ Network has emerged as the leading digital technology enabled media solution in Maharashtra for corporates to market and advertise their products to the tier 2 and tier 3 cities.  The Digitalworld+ Network comprises of the Digitalworld Audio Network  (DW AN) and the Digitalworld Audio Visual Network (DW+ AV). This network helps companies with their Awareness campaigns, promotional campaigns and brand building exercises in an innovative and cost effective way.

The DW AN broadcasts audio advertisements in State Transport bus stations thus helping advertisers to cater to the masses traveling by buses. Vritti i-Media has been appointed as the Sole Authorized Agency by Maharashtra State Road Transport Corporation (MSRTC) to run Audio Advertisement at various district bus terminals that will be played along with the Buses’ arrival/departure announcements.  On an average, DW AN reaches out to approximately 40000 people every day at a single location at 10% of the cost of traditional media. The DW AN network is currently spread over 80+ locations across all the important districts and towns of Maharashtra.

The DW+ AV network relays digital advertisements that can convey multiple messages at one time. Launched on July 1st 2010 at Hotel Bikaner and Food Hub on the Mumbai Pune Express highways and Hotel Daulat on Pune Nashik Highway , these displays are now located in all the food courts lining the Mumbai-Pune Expressway and Pune- Nasik Highway. The DW+ AV can run various ads at different points of the day or year, through the broadcasting system linked via Internet thus making it a very flexible and cost effective medium for the advertisers. They are installed at Highway hotels mainly for entertainment and information purposes.

The entire Digitalworld+ network is backed by Vritti Solution’s technology infrastructure and the necessary back-end systems that ensure 100% up time and guarantee certainty of advertisement air time at all locations and thus making the solution dependable. Proof of advertisement air time/display is readily available with Vritti which makes their solution more dependable than the regular OOH media Vritti has plans to grow this medium to over 100 + Highway locations across Maharashtra with an average of 500+ displays in the near future.

Vritti i-Media’s Digital World+ Network is currently present in over 80+ locations across Maharashtra and  gplan to expand this network over the Tier 2 and Tier 3 cities across the rest of the country keeping in line with their vision of being known as the rural market experts.