9X case study

Headline: Jhakas launch campaign for a Jhakas channel We all have witnessed the successful launch of 9X Jhakkas, Maharashtras first ever Marathi music channel. Ever wondered what has made its launch so successful? The credit of this successful launch goes to the innovative marketing concept and planned execution of it by Vritti i-Media. Challenge The challenge before Vritti i-Media was to carry out an impactful awareness campaign for the channel, covering key TAM cities of Maharashtra. The need was to come up with a concept which has not been explored before. An innovative yet effectual campaign had to be designed by Vritti i-Media to convey the motto of the channel - Life Banwel Jhakkas, which was also conceptualized by Vritti i-Media. Solution With the motive to make lives of people in Maharashtra Jhakaas, along with promoting the brand image of the channel, Vritti i-Media planned a free ride and unlimited entertainment to passengers travelling interstate (within Maharashtra). Execution On behalf of 9X Jhakaas, Vritti i-Media offered a free ride to all the travellers on 9X Jhakaas Branded ST Bus of MSRTC, which was moving from one town to another in Maharashtra. This 10-day campaign started from Pune toured places like Satara, Kolhapur, Sangli, Pandharpur, Solapur, Latur, Osmanabad, Beed, Aurangabad, Ahmednagar, Shirdi, Nashik, Mumbai and finally back to Pune. To publicize this campaign, Vritti i-Media made audio announcement at ST Bus stands, placed signboards and distributed leaflets to make travellers aware of this event and encourage them to board the bus. Inside the ST Bus they kept a LCD TV, on which 9X Jhakaas channel was played. Various quiz programs and other contests were conducted for travellers of this bus and the winners of these contests received goodies. Vritti i-media also made it a point to give a 2012 calendar and a 9x Jhakaas Branded Cap to every person in the bus. More than 4000 caps and calendars were distributed during this exercise to the travellers and many more to the people at various stoppages of the bus. Result Vritti i-media understood the requirement well and gave its client the right proposition to derive maximum mileage from the campaign. It has won several accolades to them from the client. This campaign has helped the channel to connect with 5000+ traveller of the bus and also helped their brand reach out to lakhs of people at the bus stands and on the streets. The audio announcement and the sign boards at bus stands helped in attracting people to take the bus ride. Overall the campaign was well managed and orchestrated by Vritti i-Media and we would like to appreciate the entire team, said the client.

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