Case Study: What contributed to Goodknight Fast Card’s success in rural India

Every once in a while a brand with an innovative appeal and a creative strategy strikes a perfect balance between community and marketing philosophies and emerges with a successful campaign; Goodknight’s Fast Card is one such example.
The brand successfully marketed itself in Pandharpur, a pilgrimage destination in Maharastra through a successful promotion executed by Vritti imedia. What was the promotional campaign and how was the product marketed was the topic of a key presentation given by Rajesh Radhakrishnan, Director Sales and Marketing-Vritti Solutions at the RMAI Rural Conclave 2015.
“We know how ATL has a limited reach among the people and also we were aware of the fact that for BTL to make a successful impact a greater level of consistency was required. Outdoor advertising was an option but wall paintings cannot be controlled in rural and hence we decided to come up with the Audiowalla Bus Stand Promotional campaign”-said- Rajesh Radhakrishnan as he began to explain the campaign.



The Audiowalla Bus Stand promotion was executed in rural areas of Rajasthan, Goa, Punjab and Karnataka and featured the appeal of felicitating a smoother day in the lives of people in the rural areas. Showcasing an example of the promotional activity in Pandharpur, Rajesh Radhakrishnan embarked upon the fact that since Pandharpur in Maharastra is one of the most visited pilgrimage venues in the country the product GoodKnight Fast Card was promoted through making available hygienic water to the devotees, Radio Programs on tourists’ buses, signboards and hoardings on strategic locations.
Speaking on the main aim of the activity Rajesh Radhakrishnan said, “We wanted to develop a connection with the people and hence as part of the promotional activity we also distributed samples of the product to showcase its features.” Other experiential connects of the campaign were Bhajan Pandals for devotees with banners, Live LED displays and pamphlets about mosquito related diseases in the area.
Another interesting highlight of the activity was the use of the product to enable a mosquito free sleep for tourists and devotees at public houses. With memorable experiences as well as the product features well embedded in the minds of people, Vritti Solutions truly managed to make optimum utilization of the marketing capabilities in the area and best market Goodknight Fast Cards as a product.