The wastage of conventional media is often masked by statistics of coverage based on
Published data on reach. In reality, the actual reach of conventional media in the rural
Segment is very low and there fore cost-ineffective.
This is particularly true of print media – vez newspapers and magazines, Female readership
Of the print media is low even in the urban market: in rural market, it is virtually negligible.
The reach of TV in the rural segment is limited and largely restricted to Black & White
Sets. In addition to clutter, the viewer is subject to vagaries in power supply in the rural
Environment
Leading rural marketers have depended a great deal on outdoor media, Particularly wall
Painting. With a limitation of visual communication MIS believes this medium is
Basically unreliable And messages are often over- painted with other messages almost
Immediately.
It is also important to consider the state of the mind when messages are beamed to a
Target segment. In conventional media, Your message will be one of several messages received, often barely subliminally by the viewer/reader.
The video van is a medium ,that reaches the target segment and has his/her undivided
Attention and more so provides an opportunity for 2 way communication. An opportunity
To create a multi media blitz for the product and highly focused advertising targeted at The interior village consumer.
VIDEO VANS- OPERATIONAL MODULATES
VAN WORKING
A Video van covers 2 /3 villages in a day to cover up to 22 to 78 villages in one route cycle of 26 operating days. 2/3 shows are screened on each operating day. One shows in the day time and one show after sundown through 21” colour TV or projection on 100” screen. Each show is one hour in duration consisting of film songs, dialogs & dharmik serials interspersed with advertising time.
Shows are preceded by day time activity to include extensive audio publicity coupled with distribution of printed publicity materials, sport sales, retailing, merchandising, Atractive games and market survey can also be conducted during the day time.
OPERATING SCHEDULES
The operating schedules along with the detailed route plane is finalized at least 15 days before commencement. Route plane specifies movement of a video van for one cycle of 26 operating days.
EQUIPMENT & PERSONNEL
Each video van has a colour TV/ PROJECTION System consisting of a VCD/VCR, audio support
System with cassette player, microphone, horns / Sound box. An on-board self generating UPS system
Or a genset for power supply. The has a crew of 3 traind personnel consisting of a van supervisor, an equipment operater and a driver com helper. A megaphone is provided with the van to facility audio publicity.
Published data on reach. In reality, the actual reach of conventional media in the rural
Segment is very low and there fore cost-ineffective.
This is particularly true of print media – vez newspapers and magazines, Female readership
Of the print media is low even in the urban market: in rural market, it is virtually negligible.
The reach of TV in the rural segment is limited and largely restricted to Black & White
Sets. In addition to clutter, the viewer is subject to vagaries in power supply in the rural
Environment
Leading rural marketers have depended a great deal on outdoor media, Particularly wall
Painting. With a limitation of visual communication MIS believes this medium is
Basically unreliable And messages are often over- painted with other messages almost
Immediately.
It is also important to consider the state of the mind when messages are beamed to a
Target segment. In conventional media, Your message will be one of several messages received, often barely subliminally by the viewer/reader.
The video van is a medium ,that reaches the target segment and has his/her undivided
Attention and more so provides an opportunity for 2 way communication. An opportunity
To create a multi media blitz for the product and highly focused advertising targeted at The interior village consumer.
VIDEO VANS- OPERATIONAL MODULATES
VAN WORKING
A Video van covers 2 /3 villages in a day to cover up to 22 to 78 villages in one route cycle of 26 operating days. 2/3 shows are screened on each operating day. One shows in the day time and one show after sundown through 21” colour TV or projection on 100” screen. Each show is one hour in duration consisting of film songs, dialogs & dharmik serials interspersed with advertising time.
Shows are preceded by day time activity to include extensive audio publicity coupled with distribution of printed publicity materials, sport sales, retailing, merchandising, Atractive games and market survey can also be conducted during the day time.
OPERATING SCHEDULES
The operating schedules along with the detailed route plane is finalized at least 15 days before commencement. Route plane specifies movement of a video van for one cycle of 26 operating days.
EQUIPMENT & PERSONNEL
Each video van has a colour TV/ PROJECTION System consisting of a VCD/VCR, audio support
System with cassette player, microphone, horns / Sound box. An on-board self generating UPS system
Or a genset for power supply. The has a crew of 3 traind personnel consisting of a van supervisor, an equipment operater and a driver com helper. A megaphone is provided with the van to facility audio publicity.
MOBILE HOARDING
Hoarding space available on sides of the video vans is utilized to paint your advertising
Message or product visual.
MONITERING AND CONTROL
Daily feedback reports are prepared for each show are submitted on weekly basis and the
Monthly reports are completion of each van cycle.
Internal inspections are conducted regularly to keep checks on proper functioning of the
equipment and personnel.
MAINTENANCE
Video vans operate on continuous basis. Maintenance of the equipment is done on
Board. Schedules of preventive maintenance of the van are intimated in advance to
Ensure minimal disruption in the publicity program. Van crew and software are replaced
on board without disruption to program
ALTERNATES IN VIDEO VANS
The options are video vans in form of matador and those vans built on LCV chassis.
In both case the projection is done on 100” screens. LCV vans have a collapsible
Screen fixed on the rear side of the van. Matadors have a portable screen structure
Operation of Matadors provides the flexibility to position the van in interior of villages
Which is rendered inaccessible to LCV vans because of narrow approach roads and
Multiple overhang structures. LCVs offer a larger hoarding space Matadors while having
A smaller hoarding space can move through a village for audio publicity obviating the
Need for a moped. This movement enhances van publicity to the target segment
and offset reduction in hoarding space. It also increases efficacy of audio publicity towards
garnering consumer participation in van activities.
HOW DO WE OPERATE ?
Its all start after understanding the clients requirement.
Then the solution comes by conceptualizing the story line
And translate into live models
Rajeev Singh
Hoarding space available on sides of the video vans is utilized to paint your advertising
Message or product visual.
MONITERING AND CONTROL
Daily feedback reports are prepared for each show are submitted on weekly basis and the
Monthly reports are completion of each van cycle.
Internal inspections are conducted regularly to keep checks on proper functioning of the
equipment and personnel.
MAINTENANCE
Video vans operate on continuous basis. Maintenance of the equipment is done on
Board. Schedules of preventive maintenance of the van are intimated in advance to
Ensure minimal disruption in the publicity program. Van crew and software are replaced
on board without disruption to program
ALTERNATES IN VIDEO VANS
The options are video vans in form of matador and those vans built on LCV chassis.
In both case the projection is done on 100” screens. LCV vans have a collapsible
Screen fixed on the rear side of the van. Matadors have a portable screen structure
Operation of Matadors provides the flexibility to position the van in interior of villages
Which is rendered inaccessible to LCV vans because of narrow approach roads and
Multiple overhang structures. LCVs offer a larger hoarding space Matadors while having
A smaller hoarding space can move through a village for audio publicity obviating the
Need for a moped. This movement enhances van publicity to the target segment
and offset reduction in hoarding space. It also increases efficacy of audio publicity towards
garnering consumer participation in van activities.
HOW DO WE OPERATE ?
Its all start after understanding the clients requirement.
Then the solution comes by conceptualizing the story line
And translate into live models
Rajeev Singh
