This document discusses strategies for reaching rural audiences in a cost-effective manner. Traditional media have challenges in rural areas due to issues with relevant content, power availability, and literacy. However, mobile internet and transit media like WhatsApp, buses, and public spaces present high potential for engaging rural audiences. The document outlines the 4 A's of rural marketing: acceptance, awareness, availability, and affordability. It then discusses challenges to raising awareness in rural markets and proposes a 5E approach - eyes and ears, educate, experience, evaluate, endorse - for effective rural awareness campaigns. Various media options are provided for each step.

1. HOW TO
REACH
RURAL TG
COST EFFECTIVELY

2. TRADITIONAL
MEDIUM
CHALLENGES TO
REACH RURAL
RELEVANT CONTENT AND LOCALIZATION STILL
A MAJOR ISSUE
POW ER AVAILABILITY ISSUES
LITERACY LEVELS IS STILL A CONCERN
UN-CONTROLLABLE AND DIFFICULT TO MANAGE

3. HIGH
POTENTIAL
MEDIUM TO
REACH RURAL
W HATSAPP | FACEBOOK | IVR | V OICE CALLS
M o b i l e &
I n t e r n e t
T r a n s i t
M e d i u m
B T L A c t i v i t y
INFORMATI ON BOARDS | AUDIOW ALA BUS STAND |
PUBLIC SERVICES AND UTILITIES BRANDI NG |
TRANSIT MEDIA
BUS AND RAILW AY STATIONS | YATRA AND JATRA |
GOVT OFFICES | SCHOOL | PETROL PUMPS |
MANDIS

4. “
“WE ALL KNOW THE 4 A’S OF RURAL
MARKETING
ACCEPTANCE, AWARENESS, AVAILABILITY
AND AFFORDABILITY”

5. AWARENESS
IS THE BIGGEST CHALLENGE FOR BRAND
MARKETERS IN RURAL MARKET
BECAUSE OF THE FOLLOWING REASONS

6. ATTITUDE OF RURAL CONSUMER:
FUNCTIONALITY IS MORE IMPORTANT THAN STYLE AND PACKAGING
ANY PRODUCT IS OK, BRAND DOESN’T MATTER
BEHAVIOUR OF RURAL CONSUMER:
FRIGHTEN TO LISTEN, ENGAGE AND RESPONSE
BUY IN SMALL QUANTITY AND DON’T WANT TO SPEND MUCH
BELIEVE & TRUST THE WORD OF MOUTH. LOW ON SELF DECISION MAKING
COMMUNICATION OF RURAL CONSUMER:
DIFFICULT TO PERCEIVE A METAPHORICAL BRAND MESSAGE
COMMUNICATING WITH EASE AND UNDERSTANDING & LANGUAGE BARRIER

7. A GET-THROUGH
HOW VRITTI IMEDIA HAS HELPED BRANDS TO
OVERCOME THEIR CHALLENGES WITH BRANDING IN
THE RURAL INDIAN MARKET

8. 5E’S LEAD TO
A SUCCESSFUL
RURAL
AWARENESS
CAMPAIGN
EYES & EARS
EDUCATE
EXPERIENCE
EVALUATE
ENDORSE
MASS CAMPAIGN TARGETED AT RURAL DISTRICT/TALUKA/ZONE
EDUCATING ON THE BENEFITS PURPOSE AND DEVELOPING A
BEHAVIORAL & ATTITUDE CHANGE
MAKING PEOPLE EXPERIENCE THE BRAND THROUGH
INNOVATIVE CONCEPTS & ENGAGEMENT
FEEDBACK FROM CONSUMER EXPERIENCES TO BE CAPTURED
& ANALYZED
THE POSITIVE INFLUENTIAL & HAPPY CUSTOMER FROM THE
ABOVE TO BE TREATED AS BRAND AMBASSADOR

9. EYES AND
EARS
CAMPAIGN
ALWAYS THE FIRST

10. MEDIA OPTIONS
FOR
EYES AND
EARS
CAMPAIGNS
LOCAL RADIO | CABLE TV | A UDIO W ALA BUS
STAND | LOCAL PRINTL O C A L I Z E D
M A S S
M E D I U M
O U T D O O R
HOARDI NGS AT BUS, RAILW AY, FOODMALL , DHABA
& PETROL PUMPS | TRANSIT VEHICLES | BUS &
AUTO RICKSHAW
P O P M E D I U M
INSTORE & RETAIL POPUP BRANDI NG | BRANDI NG
AT SALON & GYMS

11. ZEE SALOON AND GYMS RURAL CAMPAIGN

12. EDUCATE
CHANGE THE
MINDSET

13. MEDIA OPTIONS
FOR
EDUCATION
AUDIO W ALA BUS STAND | LOCALIZED MESSAGING
| IVR | C INEMAL O C A L I Z E D
M A S S
M E D I U M
B T L
A C T I V I T I E S
VAN ACTIVITY | STALLS | FOLK NATAK’S | STREET
SHOW S | THEATRE | GAMES | CONTEST S | LED
SCREENS | VIDEOS

14. CADBURY PERK ACTIVITY AT AUDIO WALA BUS STAND

15. EXPERIENCE
MAKE CONNECTION

16. MEDIA OPTIONS
FOR
EXPERIENCE
LED SCREENS | VIDEOS | STREET
DEMONST RATI ONS | PRODUCT SAMPLING | DEMOS |
TRIALS | CONCEPT UAL ENGAGEMENT
L O C A L I Z E D
M A S S
M E D I U M
P O P M E D I U M
GIVEAW AY GIFTS | I NSTORE ENGAGEMENT
PROGRAM | SAMPLING

17. UJJAIN KUMBH – NAVRATAN HAIR OIL

18. EVALUATE
MEASURE
RESPONSE

19. MEDIA OPTIONS
FOR
EVALUATE APPS | MISSED CALL | SMS |
FACEBOOK
DIGITAL

20. HONDA CAMPAIGN – BUS STAND BECOMING A SHOWROOM

21. ENDORSE
RECONNECT

22. MEDIA OPTIONS
FOR
ENDORSE TELECALLING | SMS | APP | LIKE ON
FACEBOOK | REFERRAL
DIGITAL

23. GHADI PANDHARPUR WASHING ZONE

24. METHODOLOGY
FOR DOING A
RURAL
CAMPAIGN
○ F O C U S A N D T A R G E T O N A D I S T R C I T / T A L U K A / Z O N E
○ D O A P R E - C A M P A I G N S T U D Y I N T E R M S O F B R A N D A W A R E N E S S A N D
I D E N T I F Y I N G T Y P C I A L M A R K E T I N G C O N C E R N S
○ F R O M T H E A B O V E C L E A R L Y S P E C I F Y T H E C A M P A I G N O B J E C T I V E .
○ I D E N T I F Y C O N G R E G A T I O N P L A C E S I N T H E D I S T R I C T / Z O N E .
○ I D E N T I F Y I N N O V A T I V E A N D E F F E C T I V E L O C A L M E D I A P R O P E R T I E S
○ T H I N K L O C A L B Y U N D E R S T A N D I N G K E Y I N S I G H T S , N U A N C E S A N D
D I A L E C T S W H E N I T C O M E S T O D E S I G N I N G A N D C O M M U N I C A T I N G T H E
C A M P A I G N
○ E X E C U T E T H E C A M P A I G N O N P I L O T B A S I S I N T A L U K A A N D R O L L I T O U T
A C R O S S D I S T R I C T S A N D T H E N A C R O S S S T A T E .
○ A L A Y S D O A P O S T E V E N T M E A S U R E M E N T A N D T H E N F O L L O W I T U P W I T H
A D I G I T A L C A M P A I G N W H I C H I N C L U D E S E V A L U A T I O N A N D E N D O R S E M E N T
○ M A K E A V I D E O A N D P U B L I S H I T O N S O C I A L M E D I A & T H E N T A R G E T
T H R O U G H D I G I T A L M E D I A
C O N T … . . .

25. OOH IMPACT
ON ONLINE
ACTIVITY
A Nielsen OOH survey has found that OOH delivers more online
activity per ad dollar spent compared to television, radio, and print.

26. ABOUT
VRITTI IMEDIA

27. ABOUT VRITTI
IMEDIA
• VRITTI IMEDIA IS A SPECIALISED RURAL MARKETING COMPANY.
• OVER 20 YEARS OF EXPERIENCE
• 360 BTL, OUTDOOR MEDIA AND DIGITAL MARKETING AGENCY
• 200+ PEOPLE WITH PAN INDIA PRESENCE
• MOST ADMIRED BTL & RURAL MARKETING AGENCY IN 2016 &
2017
• PIONEERED THE AUDIO WALA BUS STAND – DIGITAL AUDIO
NETWORK AT PUBLIC PLACE
• VRITTI GROUP IT BUSINESS SPECIALIZES IN ERP, CRM &
WAREHOUSE MANAGEMENT. ALSO HAVE SOFTWARE FOR PETROL
PUMPS AND MANDIS

28. OUR CLIENTS

29. THANK YOU