abhishreshthaa
Abhijeet S
Wall Paintings are an effective and economical medium for advertising in rural areas. They are silent unlike traditional theatre .A speech or film comes to an end, but wall painting stays as long as the weather allows it to. Rural household’s shopkeepers and panchayats do not except any payment, for their wall to be painted with product messages.
The greatest advantage of the medium is the power of the picture completed with its local touch. The images used have a strong emotional association with the surrounding, a feat impossible for even a moving visual medium like television, which must use general image to cater to greatest number of viewers.
Such a promotion has led to an interesting outcome. For both, washing and for taking bath - one requires water. Now for rural markets there are three sources of water - wells, hand pumps and ponds. For the first in the history of advertising - these are being branded.
Special stickers were put on the hand pumps, the walls of the wells are lined with advertising tiles and tinplates are put on all the trees surrounding the ponds. The idea is to advertise not only at the point of purchase but also at the time of consumption.
So the customer could also see the advertising when he was bathing or washing. Now, the customers who bought these brands got a sense of satisfaction by seeing their choice being advertised in these places while a question was put in the minds of the customers who had bought other brands.
So this was an innovative strategy that worked quite well.
Example of successful use of wall painting is by Nirma, which makes extensive use of wall paintings, also a soil conditioner called Terracare uses images of Sita, Luv and Kush to attract the rural consumer.
The greatest advantage of the medium is the power of the picture completed with its local touch. The images used have a strong emotional association with the surrounding, a feat impossible for even a moving visual medium like television, which must use general image to cater to greatest number of viewers.
Such a promotion has led to an interesting outcome. For both, washing and for taking bath - one requires water. Now for rural markets there are three sources of water - wells, hand pumps and ponds. For the first in the history of advertising - these are being branded.
Special stickers were put on the hand pumps, the walls of the wells are lined with advertising tiles and tinplates are put on all the trees surrounding the ponds. The idea is to advertise not only at the point of purchase but also at the time of consumption.
So the customer could also see the advertising when he was bathing or washing. Now, the customers who bought these brands got a sense of satisfaction by seeing their choice being advertised in these places while a question was put in the minds of the customers who had bought other brands.
So this was an innovative strategy that worked quite well.
Example of successful use of wall painting is by Nirma, which makes extensive use of wall paintings, also a soil conditioner called Terracare uses images of Sita, Luv and Kush to attract the rural consumer.