How Vritti iMedia captured regional touchpoints with brand activations

Vritti iMedia an OOH player came out with niche brand activations for Sapat Tea during regional festivals

e4m by Noel Dsouza
Updated: Jan 20, 2020 6:59 PM
Vritti iMedia

The OOH agency Vritti iMedia is present in rural markets across 450 plus bus stations pan India. They reach out to an average of 1.2 crore people per day through their transit OOH advertisements in rural areas. The agency conceptualized a brand activation for Sapat Tea across various touchpoints across Maharashtra

Sharad Kale, brand manager of Sapat Tea, explained the brief for the company's transit OOH audio campaign: "During festivals, buying is at its peak. Consumers buy a variety of goods, from household items to luxury products. To leverage this opportunity, we bring 'Utsav Parivarcha' during the festival period, through which consumers get assured gift on every offer pack along with various exciting prizes like vehicles, refrigerators, android phones, Paithani saree, dook tops, mixers or a Parivar 1kg pack.”

Vritti's objective was to increase brand awareness and reach of the 'Utsav Parivarcha' consumer offer scheme to the interior parts and media dark areas.

Rajesh Radhakrishnan, CMO, Founder & Director, Vritti Solutions Limited remarked, "We created an Audio led activation using the communication via Audio and Video at the Bus station. We selected 119 Maharashtra Bus Depot locations for our campaign. The campaign's objective was to create awareness, grow the market share and lastly, enhance customer relationships."

The campaign comprised three phases. First, the teasers were played across 119 bus stations from 8 am till 8 pm, creating awareness about Sapat Parivar Tea. Secondly, the passengers were shown an AV of Parivar Tea with the offers of getting assured gifts during the festive season. Thirdly, the promoters engaged with passengers and asked them if they heard about the Parivar Tea and their comments about the advertisement.

Winners of Utsav Parivarcha contest

Radhakrishnan commented: "Approximately, 250 million people heard our audio advertisement. It was a great acceptance of the product overall. The campaign covered all districts and major Talukas of Maharashtra. Also, an average 10,000 to 15,000 people are at the station each day. The advertisement was heard across a 10-meter periphery of all the bus stations."

The success of this activation and audio campaign had a positive impact on the brand. “The offer has been the biggest hit, consumers gave a tremendous response to the scheme. More than 6 lakh plus consumers got assured gifts and more than thousands got exciting prizes”, commented Kale.

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