Planned and executed by

GOVERNMENT OF MAHARASHTRA’S RURAL MARKETING CAMPAIGN

CAMPAIGN OBJECTIVE

To provide expert agricultural advice to farmers in Maharashtra by overcoming the various

communication barriers

COMMUNICATION BARRIERS

The agriculture department of Maharashtra government established an agro advisory feed in 2011 with the objective of providing expert agriculture advice to farmers. However, the goal couldn’t be achieved due to following challenges:

For the most part, villagers live in media darkness. Due to illiteracy, they cannot or may not be inclined to read useful and informative printed material

Due to poverty or inadequate local infrastructure, they may not have access to broadcast media like TVs and radios

Melas and haats may allow communication with a large number of people with minimal effort. However, such events do not offer an appropriate ambience for educating farmers

SOLUTION

Audio Medium, perfect of broadcasting informative messages

District bus stations, apt venues where rural folk congregate in adequate numbers and could be in a receptive state so as to readily assimilate the communication

Hence, Vritti i-Media’s audio advertising network at Maharashtra State Road Transport Corporation (MSRTC) bus stands became an effective point of contact with the

non-metro audience

FEATURES OF THE MEDIUM

Due to the following peculiar features of Vritti i-Media’s audio advertising medium at public bus stands, it becomes the surest ways to connect with rural audiences:

Non-dependence on power availability

Communication in local languages, making the literacy rates an irrelevant subject

District bus stations are main modes of transport for farmers. Thus act as hubs that gather huge numbers of people

Receptiveness of audience at these hubs as the messages are broadcasted intertwined with bus timing-announcements at regular intervals

Customisation of information based on the location

CAMPAIGN OVERVIEW

The expert agriculture advice based on specific geographical climate and types of crops grown in the region was broadcasted through out the day at regular intervals

The campaign was carried out across key bus stations across Maharashtra

Expert advice on purchasing quality seeds, recognising the quality and quantity of produce in the coming harvest

In an effort to make farmers financially stable, the medium is also used to inform farmers about various beneficial government plans and the advantages they may gain from them

CAMPAIGN OUTCOMES

The campaign met success in keeping local farmers updated with the latest technologies and techniques in farming and increasing their awareness about conducting agriculture viably

The farmers are reaping the benefits of this initiative at no cost, while performing the mundane task of travelling to their destinations

The Maharashtra Government to receive a Gold award at the National Awards on E-Governance

VRITTI I-MEDIA OFFERINGS

Audio Advertising at Public Bus Stands

The audio advertising medium is set up across 80+ MSRTC bus stands in Maharashtra

The audio medium reaches out to about 10.3 crore people a month

Audio-Visual advertising on Highway Food Malls

The audio-visual enabled displays are currently set up across 3-4 food malls on the Mumbai-Pune and Pune-Nashik Express highways

Food malls across Maharashtra with Vritti’s digital displays are attracting 25 Lakh footfalls every month, where 60% of the audience comes from Sec A section of society

For more details, visit vrittiimedia.com

THANK YOU