Vritti i-Media, the media business arm of Vritti Solutions, has been firming its operations to service tier II and tier III cities and rural markets. The company has been using its DigitalWorld Audio and Audio Visual Network to tap these markets. Through this network, Vritti i-Media has been undertaking awareness campaigns, promotional campaigns and brand building exercises for clients.
The DigitalWorld Audio Network broadcasts audio advertisements in State Transport bus stations thus helping advertisers to cater to the masses travelling by buses. Maharashtra State Road Transport Corporation (MSRTC) has appointed Vritti i-Media to run audio ads at various district bus terminals that play along with the buses’ arrival/ departure announcements. On an average, this network reaches out to approximately 40,000 people every day and is currently spread over 80-plus locations across Maharashtra.
The audio network has been used by Lokmat in the past as part of a three-month campaign, wherein top headlines from the Lokmat newspaper were read out along with the arrival and departure announcements at various bus stations in Maharashtra.
Daily agriculture commodity rates are also being announced at these bus stations since January 2012.
Speaking to exchange4media, Veerendra Jamdade, CEO and Director – Technical, Vritti i-Media informed that Vritti i-Media was now looking at Karnataka, Andhra Pradesh and Tamil to launch DigitalWorld Audio Network given the strong transport systems in these states.
Auto brands are now beginning to leverage the DigitalWorld Audio and Audio Visual Network to tap small cities and rural markets. These include mostly two-wheeler brands and entry-level four-wheelers. Vritti i-Media has been servicing Chevrolet’s activities in Maharashtra, particularly Kolhapur.
The company has developed its own proprietary backend hardware to support the audio and audio visual network. However, rural areas pose the challenge of erratic electricity supply and very thin internal bandwidth. At the same time there are advantages too, such as people are attentive to the message being communicated, the recall value is high, and there are not too many players in this area, shared Jamdade.
Vritti i-Media had seen a growth of 50-60 per cent in revenues in the last five years, said Jamdade.
The company has been steadily increasing its client portfolio. It has added clients such as Muthoot Finance, SAIL, New India Assurance, SBI – Renewal, Mercedes Benz, Future Value Retail, Bunty Group, RC Bafna Jewelers, 9X Jhakaas, Zee Entertainment, Indofil, Kohinoor Technical (Renewal) and Vicco Laboratories in the last three months.