Adgully Exclusive | Vritti i-Media: Reaching out to rural audiences

DigitalWorld is a unique, innovative and cost effective digital technology enabled media delivery solution which enables companies to reach out to rural markets. It has been developed by Vritti i-Media which is an arm of Vritti Solutions limited. Through technology enhanced and cost effective methods, advertisers can reach their audiences in tier-2 and tier-3 cities. Their two principle rural advertising and marketing solutions includes i-Media DigitalWorld Audio Network (DW-AN) and i-Media DigitalWorld+ Audio Visual Network (DW+-AV).

Speaking exclusively to Adgully, Rajesh Radhakrishnan, Director HR & Marketing, Vritti Solutions said, "Vritti imedia's DW+Audio Network is a computer controlled Public announcement system implemented at MSRTC( ST) bus stands across 80+ locations in maharashtra covering all districts, important taluka places and pilgrim centres. MSRTC is a biggest Transport corporation in India with a fleet of 15000 Buses carrying 10.2cr + people. Vritti has sole rights from MSRTC to run this audio announcement and advertisement system across these Bus stands in Maharashtra."

"Today this medium is helping corporate for creating product awareness, branding, offering schemes to the small town and rural masses. Also it is helping state government departments to create public awareness in areas of health, water, sanitation etc and disseminate information related to schemes offered by the governments to the common man (Aam admi) in small towns and rural market," he further added.

DW-AN is Audio Advertisement of companies brand or products through public address systems at district bus terminals. Vritti i-Media have partnered with the Maharashtra State Road Transport Service (MSRTC) and have been appointed as the Sole Authorized Agency by MSRTC to run commercial audio advertisements that are played along with the Buses arrival/departure announcements on public address systems.

DW+-AV is advertising using a combination of both audio and video capabilities and digital displays with their dynamic imaging drawing more attention than any other means of communication. It enables the advertisers to grab the attention of the target audience with both images and sound and allows for a wide range of content delivery. This content can be changed quickly and can also be interactive. In DW+, messages are created, loaded and send via internet which are then scheduled on the displays to run instantly. This simple and remote content delivery method is flexible and content can be delivered from a control room based on location, season, and audience. Hence, the entire advertising process becomes fast and effective.

Exclusively speaking to Adgully, Radhakrishnan elaborated on how effective this system is, "The audio advertisement is mandatory listening for Travelers as they are waiting at the Bus stands to listen to the Bus arrival and departure announcement (You take any other medium you can always switch channels) but here you have no choice but to listen to the communication. Best example is of Lokmat Leading Marathi Newspaper using our DW+ medium to sell and promote its newspapers at the Bus stands."

Their clients include Kirti Oil Mills , Gujarat Tea Traders Pvt. Ltd., Devi Cropscience Pvt Ltd., Lokmat, State Bank of India, Bajaj Auto, Idea Cellular, Uninor and the Government departments like Agriculture department, Water supply department, NRHM many more who have all benefited greatly from Vritti i-Media. | By Janees Antoo [janees(at)adgully.com]

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