This document proposes marketing strategies for KIVI, a mobile entertainment service, to rural audiences in Maharashtra. It involves distributing portable DVD players on buses that showcase KIVI's services and content through tutorial videos. It also plans local talent shows in rural towns to promote the brand. Additionally, social media campaigns on Facebook and Twitter are suggested to generate engagement using hashtags and contests around KIVI's services and the content it provides for entertainment on long bus journeys. The goal is to promote KIVI as a free on-the-go entertainment option and amplify its brand awareness pan-Maharashtra.

1. KPIT- KIVI
Objective: To engage an on board travelers on BUS
Idea: By giving product knowledge and how to use tutorial video by circulating small
DVD players to the audience
Campaign name: “Muft entertainment ata aplya mobile handset madhe – Ata pravas kara
anandane”
Target Audience: Rural, SEC C, D/E
Action Plan:
1. To introduce the KIVI services to the rural audience
2. To educate audience on how to use the services by using video tutorial
3. To engage with the content of KIVI services and to take on ground feedback
Method:
1. We can purchase the DVD players from local market (Chinese vendors) wherein
the DVD player will carry the introduction of new services provided by KIVI. The
video will contend service introduction , what is the service about and how to use
the service which will end up with high points of each talk of the town serial ,
movies and original content from COLORS Marathi
2. The team of 3 will hoard the bus and will start giving out DVD players to the
audience
3. The team will clarify any doubts from the travelers and will guide the TG on how
to launch the KIVI services
4. The team can take small BUS routes in initial pilot phase to test the success in
initial part
5. The main communication to send out here is that the services offered are free of
cost and can be used on simple android handset as well. In rural markets the
audience are price sensitive and the word “FREE” will only increase the word of
mouth publicity from audience
6. We can also provide the option for providing headsets to audience on rental basis
7. During scaling up phase the same thing can be done with the help of bus
conductors by circulating the DVD players before the journey starts
8. The core idea is to show audience “HOW SERVICES CAN BE USED” using the
video tutorial guide method

2. KPIT- KIVI
ROI: The major spend will be on portable DVD players with minimum battery backup of
5 hrs at least. DVD player costing – 1500 to 2000 INR per piece. The main purpose of
product sampling along with how to use the service will be captured.
Pilot Project route map can be:
Pune to Aurangabad
Distance – 235 km
Time – 4 ½ hrs
Objective: To amplify the brand KIVI pan Maharashtra
Idea: To identify the major towns of different districts of Maharashtra and do multiple
activations in multiple locations of selected district
Campaign Name: Project Alexander – Talent Hunt Show

3. KPIT- KIVI
Target Audience: Rural, Tier 2 cities SEC B, C, D/E
Action Plan:
1. To identify major hubs (Cities) of promoting the brand KIVI
2. To identify the different spokes (towns) in vicinity of the hubs
3. To promote brand KIVI in different hubs and spokes by conducting on ground
activations
4. To capture maximum audience in selected districts of Maharashtra
Method:
1. We will first conduct a primary & secondary research on which towns and villages
will form the hub and spokes for particular district
2. We will conduct Consumer Household Visits in sample home to understand the
psychographic characteristic of particular town and village
3. Basis the research findings, the hub and spokes will be decided for that district. All
the logistics will be handled from central hub location to multiple spokes location
4. A local talent hunt contest will be conducted on preferably free of cost places like
college/school auditorium , ground or municipal corporation grounds with prior
permissions

4. KPIT- KIVI
5. The talent hunt contest will happen in three stages:-
a) Talent hunt contest communication
b) Filtering out the best contestants
c) Final 8 contestant performance and felicitation from celebrities of COLORS
Marathi
6. To gain the confidence of each distributors of COLORS from respective districts
we can give video footages of contest happened at their territory
7. Local newspaper can be used to cover the contest , the celebrity visits and new
KIVI services thus strengthening the brand presence and helping brand COLORS
in the same run
ROI: The activity needs a bigger team to carry out the execution part. The reach and
promotion value attached to this activity gives great dividend in terms of brand recall
and top of mind channel position.
Objective: To promote KIVI services on Digital media platform.
Idea: To propagate brand as on the go entertainment services available free of charge
Campaign Name: #anandibuspravas or #happybusjourney
Target Audience: SEC A, B, C & D/E
Action Plan:

5. KPIT- KIVI
1. To make brand visible on social media
2. To entice excitement for the new product and its services
3. To on board maximum audience with audience engagement
Method:
Facebook :
a. The facebook page will ask the question regarding the name of certain
character of serial or a movie which is running on KIVI services. The creative
of this post will be showing the backdrop of that serial or a movie with KIVI
service brand logo and the serial title name. Such post always encourage
engagement
b. Content preference post will have backdrop of multiple genres that KIVI
services are currently providing and will ask audience which genre they like the
most to watch on their mobile phones while on the journey. This way we can
shuffle the content as per the audience preference .The engagement will come
from comments from different users
c. Like or Share post : Like content preference posts these post will ask audience
what they like and will share according to the preferences
d. Polls : The polls post will ask the audience of their favorite characters from
specific serial of Colors Marathi
e. The creative that will show product value and feature and we will ask audience
to share their experience by clicking a photo with #happybusjourney or
#anandibuspravas
f. Videos : We will directly embed the how to use video tutorial of KIVI services
Twitter:
a. We will drive a vote contest about introducing the KIVI services in their circle.
A vote contest gets participants to vote on their preferred choice of KIVI
services offerings. It can be used in many ways to market KIVI product.

6. KPIT- KIVI
b. Driving the #killingboredom hashtag with that of #KIVI hashtag and ask the
audience on how they kill their boredom while on the long distance journey
thus amplifying the product advantages and convenience during journey