Audio Advertising in Rural Maharashtra

Presentation For Registration with DAVP Under Sole Licensee Category for Audio Advertisement At Maharashtra Road Transport Corporation Bus Stands:

By – Vritti Solutions Limited 9, Continetal Park, Opp Karve Statue, Karve Road, Kothrud , Pune – 411 038. Phone : 020-25396367. 095610 68555 E-mail: rajesh.radhakrishnan@vritti.co.in Website: www.vritti.co.in , www.vrittiimedia.com Presentation For Registration with DAVP Under Sole Licensee Category for Audio Advertisement At Maharashtra Road Transport Corporation Bus Stands

Contents:

Contents Sole Licensee About the Medium Advantages of iMedia Case Studies Audience Measurement Studies iMedia in News Conclusion

Sole Licensee :

Sole Licensee Audio Advertisement at MSRTC Bus stands is in operation since 2007. Vritti had been appointed as Sole Licensee since 01.04.2009 for a period 5 years for 35 stations through a tender process. Vritti had been appointed Sole Licensee for additional 45 stations since 01.06.2010 for the period 5 years. The 35 stations agreement is proposed to be extended to 31.05.2015. We pay Royalty and run free ad campaigns for MSRTC and which includes content creation(spot making) as well

About the Medium:

About the Medium These medium provides Audio Advertisements at Maharashtra State Transport Bus stations. The Advertisements are played over the Bus Departure Announcement System. The system is fully computerized to enable scheduling of Announcements and Advertisements without conflict. Due to heavy use of technology for control and monitoring of the medium we call this as iMedia – i T enabled Media

Advantage of iMedia:

Advantage of iMedia The benefits are on each front Mass media for Rural Reaches to population in Media Dark High IRA Controlled and flexible even though present in distributed geography

Mass Media for Rural:

Mass Media for Rural The medium is present in every district, important Tehsils and pilgrimage places. MSRTC is the only mode of transport available in Non-metro areas. MSRTC operates a fleet of 15,000 buses with 65,000 trips everyday. Reaches 3.4 Million people every day 100 Million every month, almost touching 80%+ population in a month. Reaches to the population in “Media Darkness”

Reaches to population in Media Dark:

Reaches to population in Media Dark A study shows that there is 46.25% of population in “Media Darkness” This population is not reached by Print due “illiteracy” and “unwillingness to read” This population is not reached by Radio or TV unavailability of Radio or TV unavailability of Power to run Radio or TV

High IRA:

High IRA High I mpact Coupled with Bus Departure Announcement ensure high engagement of Audience. Mandatory listening – No switching to other options available. Frequent playing of advertisement – every 30 minutes High R each Heard at multiple locations in one journey High A ptness Flexible to change the message/jingle (on-line). So day/time specific campaigns can be planned.

Controlled and Flexible:

Controlled and Flexible Due to effective use of Internet technology the medium has become very controlled but at the same time flexible. Advertisement are released and scheduled on on-line. On-line status feedback of the player system is available to the control room. No local interference in the play schedule and sound control is allowed. Proprietary Microprocessor based control units monitors the system health and on-line communicates with the control room. Effective use of SMS, e-mail is incorporated to notify any abnormal event.

Ground Staff to Support:

Ground Staff to Support Most of the corrective steps are taken from the control room. Only in case of major hardware failure likes part burning Ground staff available at every location with sufficient spare to bring the system up from the failure. Sufficient power backup is provided.

Control:

Control The Volume level is manipulated as per the changing ambient noise. We adhere to all Sound Pollution control norms. Automatic Release Report. System generated Advertisement Release reports are submitted along with the billing.

Slide 12:

CASE STUDIES

Case Study -Water Supply department:

Case Study -Water Supply department Water supply department floated Sujal Maharashtra - Nirmal Maharashtra campaign in 2009 to create awareness and disseminate the importance of sanitation and conserving water. In 2009 the department selected Vritti iMedia ,Bus panel and other mediums like local newspapers. The campaign through Vritti iMedia was a tremendous success and survey results showed that 100% of the respondents have heard the message at bus stand and out of that 98% of respondents have practically implemented the message of water conservation and keeping the surrounding clean. Water supply department in 2011 has empanelled Vritti iMedia as a standard medium for all its campaigns

Case Study - NRHM:

Case Study - NRHM NRHM selected Vritti i -media in 2009 after the success of water supply department’s Sujal Nirmal Maharashtra campaign. The campaign through our medium was a major hit. 100% of the respondents have heard the Health related messages communicated by NRHM and 97% have practically implemented the same in their day to day lives.

Case Study-Wheel and Lux Brand of HUL:

Case Study-Wheel and Lux Brand of HUL HUL a market leader in FMCG does intense evaluation while selecting media for their campaigns. Carried out its evaluation and study and then selected Vritti iMedia for carrying out campaigns for Wheel Brand. Vritti did a Pilot for Wheel for 1 month at Nashik . Amazing brand mileage and feedback was observed HUL. The audience measurement survey showed 79% of the respondents recalled the message disseminated through the campaign. HUL was happy with the results and have registered Vritti iMedia as a regular media for its small town and rural campaigns. Subsequent we have done campaigns for Lux and which was again a great success.

Case Study – State Bank of India:

Case Study – State Bank of India State Bank of India carried out “Home Loan Take Over Campaign in Rest of Maharashtra” Campaign was carried out over Vritti iMedia for 20 days and only one news paper advertisement. SBI did @500 Crore of Loan takeover Business in these 20 days. SBI team was delighted with the response. SBI has signed up with Vritti iMedia for 1 year for all 80 locations

Case Study - Lokmat:

Case Study - Lokmat Lokmat is No. 1 Marathi News Daily in Mahrashtra . Lokmat had chosen Vritti iMedia for selling daily News papers at bus stands. Lokmat promoting the paper on Vritti imedia using its headlines “ Aajka Lokmat pada Kya ” similar to “ Aaj ka Taaza Kabar ”. Vritti gets the daily news headlines in the morning at 6 AM and we convert to Voice messages and release the Lokmat headlines at Bus stands between 7AM to 11 AM Amazing response for Lokmat in terms of brand building and sales.

Audience Measurement Study:

Audience Measurement Study Recently AC Nileson (No:1 market Research agency) did a comparative analysis between Vritti imedia’s audio network and other outddor mediums like Hoardings, Bus panels Amazing results-Our Audio medium gives slightly better recall than established hoardings For the customers we have arranged for multiple Audience Measurement Studies. The studies were carried by Genesis Management & Market Research (P) Ltd. are member of ESOMAR and MRSI. All studies are provided in separate folder. Representative slides are included in this presentation.

Demographic of Passengers (Category):

Demographic of Passengers (Category)

Demographic of Passengers (Occupation):

Demographic of Passengers (Occupation)

Demographic of Passengers (Frequency of Travelling):

Demographic of Passengers (Frequency of Travelling)

Demographic of Passengers (Average waiting time):

Demographic of Passengers (Average waiting time)

Passenger’s Audio Advertising Rating:

Passenger’s Audio Advertising Rating 5=Excellent, 4=Very Good, 3=Good, 2=Average, 1=Poor

Passenger’s feedback on Effectiveness:

Passenger’s feedback on Effectiveness

iMedia in News:

iMedia in News Winner of 2 Gold and 1 silver at the prestigious OAA 2011 held in Mumbai in the month of June Gold-Best Media owner for western Zone, Gold-Best Transit Media and Silver-Most Innovative format English Daily Mumbai Mirror, TOI Publication Local language Sakal , Mahrashtra Times, Lokmat , Punyanagari , Media Publications Included in February cover story by Impact Magazine, exchange4media publication Media websites Afaqs , exchange4media, Audience matters, Adgully