Vritti I Media Innovates 'Mandi Charcha' for Mahindra and Mahindra

Marketing | April 24, 2018 | News

Vritti iMedia Mahindra and Mahindra

Vritti I Media has been servicing Adatiya (the middlemen in rural markets) with their software and Mahindra always had a focus on Mandi (rural market). Putting these two together, Vritti I Media and Mahindra thought of exploring Mandi in a unique way.

The idea behind this activation was that corporates in the past have executed many rural activations targeting farmers and traders but reaching Adatiyas will open a completely new segment which still remains untapped.

Adatiyas currently, were facing a challenging situation due to government policies allowing farmers to sell their produce directly to businessmen. Apart from this, the Adatiyas’ have never been in focus for good reasons nor has this community ever come together on a platform.

This is precisely the space Vritti I Media tried to capture by creating a platform for Adatiyas so that the community could come together and gain insights through an interaction amongst themselves or with experts. Therefore, the concept of ‘Adat Samvad & Mandi Charcha’ was devised.

During the research, it was observed that Adatiyas are highly aspirational and seek personal and business growth which can be achieved through information on various business opportunities.

Vritti I Media created a platform in a form of an event which could act as a discussion forum for all the Adatiyas and key members of a Mandi/market yard to share their thoughts, experiences, innovations, and challenges of doing business with changing market dynamics. The format of the event was content driven, knowledge/opportunities/latest developments in related fields. Mahindra automotive as the main brand was integrated through the interface at various aspects of Adatiya business and personal aspirations.

The activity theme was an event of 3-4 hours and a prominent location inside the Mandi premises. Mahindra & Mahindra Products were on display and available for test drives. Pre-activity buzz at Mandi was created through announcements, posters, banners, tele-calling, SMS and handing out personal invites.

Through the creative activation 250 people participated and made it a fruitful interactive session and more than 50 test drives took place with more than 100 leads generated with on spot sale of Mahindra vehicles.

During the research, it was observed that Adatiyas are highly aspirational and seek personal and business growth which can be achieved through information on various business opportunities.

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