This document discusses several ideas for promoting a brand in rural areas during religious processions in July. It proposes installing branded direction boards, information stalls, and tents at the Pandharpur Mela to promote awareness. It also suggests playing branded audio advertisements between bus arrival and departure announcements at bus stations to target small towns and rural areas. Finally, it proposes using social media, online display ads, and experiential marketing in malls to further promote a product to urban audiences.

1. Rural & Urban Markets
On Ground Promotion Ideas

2. Brand Awareness – Rural Area
•Objective :- To do product awareness in rural area
during Ashadi Ekashi
•Idea : To implement local area branding and product
promotion during high footfall religious progression during
the month of July

3. Route 1
TE DAY
MORNING / AFTERNOON
STARTING LOCATION NIGHT STAY
6.11 WEDNESDAY
6.11 THURSDAY Tukaram maharaj palakhi Aakurdi
6.11 FRIDAY S.V.A. Colony Pimpari Nanapeth Pune
6.11 SATURDAY Nanapeth Pune Nanapeth Pune
6.11 SUNDAY Bhairoba nala Loni kalabhore
6.11 MONDAY Kunjirwadi fata Yavat
6.11 TUESDAY Bhandgaon Varvand
6.11 WEDNESDAY Bhagvat vasti Undavadi gavalyanchi
6.11 THURSDAY Undavari pathar Baramati
11 FRIDAY Motibaug limtek Sansar
11 SATURDAY Belvadi Lasurne
11 SUNDAY anthurne Nimgaon Ketki
11 MONDAY Tarangwadi fata Indapur
11 TUESDAY Gokulicha Odha Sarati
11 WEDNESDAY Golringan mane vidyalay Akluj
11 THURSDAY Ubhe ringan maninagar Borgaon
11 FRIDAY Malikhambi Pirachi kuroli
11 SATURDAY Pirachi kuroli Vakhari tal
7.11 SUNDAY Sri Kshetra Pandharpur Sri Kshetra Pandharpur
Palkhi prasthan sohala
DEHU TO PANDHARPUR

4. DAY
MORNING / AFTERNOON
STARTING LOCATION NIGHT STAY DATE
FRIDAY Aalandi Aajolghar 22.6.11
SATURDAY Bhosari fata Bhavani peth , pune 23.6.11
SUNDAY Bhavani peth , pune Bhavani peth , pune 24.6.11
MONDAY Hadapsar Saswad 25.6.11
TUESDAY Saswad Saswad 26.6.11
WEDNESDAY Boravke mala Jejuri 27.6.11
THURSDAY Daondaj Valhe 28.6.11
FRIDAY Pimpre Lonand 29.6.11
SATURDAY Lonand Taradgaon 30.6.11
SUNDAY Kalaj Sukhali fata Faltan 1.7.11
MONDAY Vidni Barad 2.7.11
TUESDAY Sadhubovacha odha Natepute 3.7.11
WEDNESDAY Mandavi odha Malshiras 4.7.11
THURSDAY Gol ringan Khudus fata Velapur 5.7.11
FRIDAY Thakur bova samadhi Bhandishegaon 6.7.11
SATURDAY Bhandishegaon Vakhari 7.7.11
SUNDAY Vakhari Sri Kshetra Pandharpur 8.7.11
9.7.11
10.7.11
ALANDI TO PANDHARPURRoute 2

5. WHAT WE CAN DO AT PANDHARPUR MELA
We could do the following at the
Pandharpur Mela:
• Branded Direction &
Information Boards
• Information & Direction Banners
• Branded Information Stall
• Branded Changing Rooms at
Chandra Bagha Banks
• Installation of branded Tents
• 2 Live Screens at Chandra
Bagha Banks

6. BRANDED DIRECTION BOARD

7. BRANDED INFORMATION
STALL

8. LED WALL WITH BRANDING PANEL

9. • Branded Entrance Gates :–
Single Road Gate - Cost per Gate: Rs. 1,75,000/-
• Branded Direction Boards-
Cost for 60 Direction Boards: Rs.45,000/- +
Size: 3’ X 2’
Minimum Nos.: 60 Boards

10.  Banners :–
Cost for 100 Banners: Rs. 75,000/-
Size: 6’ X 3’
Minimum Nos.: 100 Banners

11. Audio Wala Bus Stand
•Objective :
• Small Town and Rural are important focus for Brands
and Bus Stations are the most important congregation
places when it comes to small town and rural, Hence
promotion and publicity at Audiowala Bus Stand needs to
be a part of Media Plan
•Idea :
•The Ad’s or jingle run in between the Bus arrival and
departure announcement’s .The Ad’s are scheduled and
released from central server (Datacentre) and the
advertisements get played as per the schedule

12. Why Audiowala Bus Stand :
It is the only medium where you cannot switch channels
with remote control and you need to compulsorily listen to
the content and also the core content is the Bus arrival
and departure announcements which the passenger will
never miss and thereby making the Advertisement through
this system the best way of promoting your
product/service or creating a top of the mind recall for the
brand
Cost per contact : Less than a paisa per person
Ideal frequency & Campaign duration :
The ideal Campaign duration must be 3 Months for proper
recall with the TG
repetition 3 – 4 times in an hour

13. Campaign tagged with 360 degree :
• Canopy inside select Bus stations
• In some bus stations we can have tie-up with
canteen, General stores, newspaper stall and other
shops.

14. Social media promotion for product
awareness
•Objective :
To promote the product on social media platform
•Idea :
To launch a social media campaign for product promotion
along with the how to use communication on social
media
•Implementation :
Use facebook, Twitter handle for social media reach and
awareness
Do a media buying to target Urban centric audience
•Budget : 40k to 50k

15. Using GDN for doing Web bannering:
Tagging up with travel partners or online bus ticketing
booking services we can do display ad targeting
Budget : 50 – 75k

16. Mall Activation to promote Kivi
services
 Objective :
To promote kids shows and content in mall during
experential marketing
 Idea :
To create meet and greet activity with kids with famous
character from colors like Chota Bhim, Motu Patlu &
other famous charters with kids coming in to mall &
other high foot fall market places
The kids will be delighted to meet their favorite
characters and in process we can inform kids how
they can watch their favorite characters while on their
bus journey as well
 Budget : 75k to 1 lakh on selected malls and markets
in urban areas

17. Thank You!!!