Rural marketing campaign by the Agri department of Maharashtra Government
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A Rural marketing campaign done the agriculture department of Maharashtra govt in order to educate farmers through an effective medium of communication
Rural marketing campaign by the Agri department of Maharashtra Government
- 1. G OVERNMENT OF M AHARASHTRA S R URAL M ARKETING C AMPAIGN
- 2. C AMPAIGN O BJECTIVE To provide expert agricultural advice to farmers in Maharashtra by overcoming the various communication barriers
- 3. C OMMUNICATION B ARRIERS 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 couldnt 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
- 4. S OLUTION 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-Medias audio advertising network at Maharashtra State Road Transport Corporation (MSRTC) bus stands became an effective point of contact with the non-metro audience
- 5. F EATURES OF THE M EDIUM Due to the following peculiar features of Vritti i-Medias 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
- 6. C AMPAIGN O VERVIEW 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
- 7. C AMPAIGN O UTCOMES 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
- 8. V RITTI I -M EDIA O FFERINGS 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 Vrittis 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
- 9. T HANK Y OU