Vritti i-Media Enables Fast-Track Growth of Fast-Food Players in Markets beyond Metros

May 3rd, 2012 | Posted by vrittivaani in Client campaigns

Traditionally, local eateries like old-school halwais, bakeries and Irani café’s have never had to advertise their wares. It was only aromatic wafts that tempted people walking along these eateries to venture into them and try out a beguiling delicacy. Every city boasts of a few legendary eateries that have managed to maintain a loyal clientele over several decades. Yet, times have changed. In cities, where MNC franchises like MacDonald, KFC and Dominos Pizza have fought tooth and nail to become the giants of a new Indian fast-food space, the likes of Jumbo King, which are well-supported by smart marketing strategies have emerged. By turning the simple vada pav to a newly competitive and dynamic offering, for instance, Jumbo King has turned the fast-food industry on its head with the proposition of an inexpensive, hygienic and tasty food on-the-go. The company’s surprising success shows that new-age branding and advertising tools can do wonders to affordably transform simple offerings by small enterprises.

Pin-pointing the Issue

Fast-food eatery ‘Nalawade Samosewale’, located at Kankavali in Maharashtra’s Sindhudurg district is a promising eatery that deals in samosas, wadas, misal pav and other fast foods. It is a nascent eatery with a seating capacity for a dozen customers and has already achieved an enviable turnover in its first year of operations. It prides itself on its best-rated and high-demand offerings, such as jumbo wada, Punjabi samosa and misal pav. In order to increase popularity of its products, increase sales and awareness, the eatery kick-started its marketing campaign by partnering up with Vritti i-Media.

Devising a Solution

So, in a bid to increase sales and awareness for its offerings, Nalawade Samosewale decided to create greater interest for his products among the people of Kankavali. Reaching the right audience at the right time and in the right manner was a challenge, and to ease matters, Vritti i-media was brought onboard. Vritti’s i-Media Audio Network is a means of audio advertisement through public address systems at district bus terminals, for which the company has sole authority by the Maharashtra State Road Transport Service (MSRTC). The audio broadcasts of Vritti i-Media at over 80 plus locations across Maharashtra, makes it a formidable mode of advertising in non-metro areas. By meshing commercial advertisements with buses arrival and departure announcements, the medium creates maximum impact.

Mr. Parag Nalawade, the proprietor of the eatery, had heard various audio advertisements by Vritti i-Media at Kankavali bus station himself, and was sure that this mode would certainly achieve the desired popularity and improve business. Being highly impressed with Vritti i-Media’s past achievements, he made a direct enquiry with the company. His advertisement was a 30-second jingle that elaborated on the various fast-foods available at the eatery. Vritti has been running this campaign for the last one month and has been reaping the rewards of this ‘completely dynamic’ medium since then. Some of the attributes of this medium make it simply amazing like the timing and content of the advertisement campaign, which is set to run for three months for this eatery, can be modified in tune with seasons and festivals and communicated in the local dialect.

Reaping the Benefits

The campaign has worked wonders for Nalawade Samosewale and there is a high chance that the advertising contract may be extended. Being a small company, Nalawade Samosewale required efficient use of its modest advertising budget. Vritti i-Media’s Audio Network ensures maximum reach and retention of jingle. On an average, Vritti i-Media Audio Network is said to touch approximately 40,000 people a day at a single location, with it’s per person cost being about 10% of other media. This cost-efficiency and effectiveness has made Vritti i-Media’s solution a critical component of the media campaign by Nalawade Samosewale, and is sure to inspire several local businessmen to promote their products and services in such markets.

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