9X case studyHeadline: Jhakas launch campaign for a Jhakas channelWe all have witnessed the successful launch of 9X Jhakkas, Maharashtra’s first everMarathi music channel. Ever wondered what has made its launch so successful? Thecredit of this successful launch goes to the innovative marketing concept and plannedexecution of it by Vritti i-Media.ChallengeThe challenge before Vritti i-Media was to carry out an impactful awareness campaignfor the channel, covering key TAM cities of Maharashtra. The need was to come up witha concept which has not been explored before. An innovative yet effectual campaign hadto be designed by Vritti i-Media to convey the motto of the channel - ‘Life BanwelJhakkas’, which was also conceptualized by Vritti i-Media.SolutionWith the motive to make lives of people in Maharashtra Jhakaas, along with promotingthe brand image of the channel, Vritti i-Media planned a free ride and unlimitedentertainment to passengers travelling interstate (within Maharashtra).ExecutionOn behalf of 9X Jhakaas, Vritti i-Media offered a free ride to all the travellers on ‘9XJhakaas’ Branded ST Bus of MSRTC, which was moving from one town to another inMaharashtra. This 10-day campaign started from Pune toured places like Satara,Kolhapur, Sangli, Pandharpur, Solapur, Latur, Osmanabad, Beed, Aurangabad,Ahmednagar, Shirdi, Nashik, Mumbai and finally back to Pune. To publicize thiscampaign, Vritti i-Media made audio announcement at ST Bus stands, placed signboardsand distributed leaflets to make travellers aware of this event and encourage them toboard the bus. Inside the ST Bus they kept a LCD TV, on which 9X Jhakaas channel wasplayed. Various quiz programs and other contests were conducted for travellers of thisbus and the winners of these contests received goodies. Vritti i-media also made it a pointto give a 2012 calendar and a 9x Jhakaas Branded Cap to every person in the bus. Morethan 4000 caps and calendars were distributed during this exercise to the travellers andmany more to the people at various stoppages of the bus.ResultVritti i-media understood the requirement well and gave its client the right proposition toderive maximum mileage from the campaign. It has won several accolades to them fromthe client. This campaign has helped the channel to connect with 5000+ traveller of thebus and also helped their brand reach out to lakhs of people at the bus stands and on thestreets. The audio announcement and the sign boards at bus stands helped in attractingpeople to take the bus ride. “Overall the campaign was well managed and orchestrated byVritti i-Media and we would like to appreciate the entire team,” said the client.