Take a look at yet another successful campaign by Vritti-i Media, this time for Goodknight Low Smoke Coil.

1. Goodknight LSC campaign
for Rural masses at ST
Bus stand

2. Objective of the campaign
 Good market share in coil space.
 Maharashtra small towns and rural markets is P1 market for coils
 The objective was to create awareness about the Goodknight “Low smoke
coil”- 360 degree communication, branding and engagement at a central
place in Rural Markets.
 To communicate and demonstrate the difference between Low smoke
coil and regular coil to their TG in small towns.
 The outcome Goodknight was looking was
◦ consumers being drawn to the stall,
◦ Then see the demo and carry back a Goodknight Low smoke coil
It was decided to sell at discounted price
instead of
Free Sampling

3. Strategy
Stimulate three senses of the individual in
one campaign at same time ,same place
 Ears
 Eyes
 Personal feel

4. Objective
Educate the TG
Engage Them
Make them feel the product

5. LETS NOT FORGET…
RURAL INDIA TRAVELS TO FULFILL ALL ITS NEEDS

6. STATE TRANSPORT BUS STATIONS ARE
THE BEST HUBS FOR RURAL MARKETING….

7. Why ST bus stands were selected
STATE TRANSPORT BUS STATIONS ARE
THE BEST HUBS FOR RURAL MARKETING….
 81% of ST Buses are engaged in rural
transportation
 More frequently and regularly visited
 Brands can communicate strongly and
effectively..

8. Some deep Insights!
• ST Buses today connects you to 30% of the
Villages and every year its growing.(Its almost
80% in South and West India)
• For Rural People ST Bus stand is a landmark and
all shopping places are in the vicinity of ST Bus
stands
• A,A+ people living in Villages travel through ST
Buses when travelling to district/taluka places
• ST Bus stand network is very strong in Rural
Markets

9. Demographics of ST Bus stands(Maharashtra)
18
Total Footfall per day(Per
Million)
16
14
1 05.00
90.00
Responses in %
12
Reasons for coming to the bus stand
10
8
6
4
86.24%
7 5.00
60.00
45.00
3 0.00
1 5.00
2
1.99%
4.15%
7 .30%
0.00
0
T r a v ellin g
Seekin g
In for m a t ion
Sh oppin g
Seein g off
fr ien ds/r ela t iv es
Reasons
Frequency of travelling
Responses in %
35.00
50.00
35.79%
44.47%
40.00
30.00
29.32%
Responses in %
40.00
Average Waiting Time on ST Stand
25.00
20.00
15.00
18.20%
16.31%
10.00
30.00
20.00
28.53%
17.15%
10.00
5.00
0.33%
0.00
< Once a week
Once a week
2-3 times a
month
Frequency
5-6 times a
month
No response
8.74%
0.33%
0.00
5 t o 1 0 m in s
1 5 t o 2 0 m in s 3 0 t o 6 0 m in s
T im e
6 0 m in s a n d
m or e
No r espon se

10. Demographics of ST Bus stands(Maharashtra)
6%
2%
15%
77%
Occupation
18-30 years
40-50 years
35.00
30-40 years
50-60 years
30.24%
Responses in %
30.00
25.00
6%
14%
26.44%
14%
20.00
15.00
13.85%
38%
28%
10.00
7 .86%
5.00
6.21%
5.88%
7 .26%
2.25%
0.00
Student
Farmer Government Business
Employee
Private
Sector
Occupations
Others
Retired
No
Response
SEC A
SEC B
SEC D
SEC E
SEC C
• Younger age group respondents
formed higher proportion of sample
• Respondents of all Socio-Economic
Class are interviewed with higher
proportion of Higher SEC
As per AC Nielsen Reports
Base: All Respondents (n:539)

11. 23 locations selected (Maharashtra)
Geographies selected
Sr. No
1
2
3
4
5
6
7
8
9
10
11
12
Station Name
Ahmdnagar Old CBS
Aurangabad- CBS
Beed – CBS
Latur- CBS
Pune– Shivajinagar
Pune (Swargate)
Sangamner
Satara CBS
Solapur- CBS
Amravati CBS
Bhandara CBS
Jalgaon- CBS
Sr. No
13
14
15
16
17
18
19
20
21
Station Name
Jalna – CBS
Malegaon New CBS
Nagpur-G.Peth
Nashik – New CBS
Nashik Road
Thane Vandana
Navghar Vasai
Wardha – CBS
Yeotmal – CBS
22
Sangli
23
Kolhapur

12. Goodknight Campaign
• How It was executed?

13. Ears
Goodknight Jingle on ST bus stands
(click on pic to hear the jingle)
Note for rajesh sir :Goodonight
budha budhu jingle

14. Ears :
Goodknight -LSC activation Jingles on ST bus stands
(in addition to main jingle)
(Click on picture to see the video)
Note for rajesh sir : Image and video as in marcus evans
presentations

15. Eyes
Hoardings In ST Bus stands

16. Eyes
ST Bus stand branding

17. Engagement
Canopy activities

18. Campaign Success!
• Goodknight Brand

19. Campaign Feedback Tools
 Sale amount deposited with each dealer every day f canopy
activation
 Feedback form been filled up for customers buying coils
 Live Interviews of customers (at select locations,Videos available)
 Daily report at End –of-day of each activations
 Constant visits of goodknight representatives at each location

20. Conclusive success
story for Goodknight!
• Reach of 2 Cr 76 lacs+ People in 23 districts
• Demo Engagement with 36,939 People in 23 locations.
• Actual sales of 3069 packs
All this in just 7 days campaign in each location