Prayas – Schooling Street Life, is a pavement school at Goregaon (Mumbai) that provides free of cost education to over 200 children from the vicinity. The children range in age of 6 to 15 yrs old and acquire primary & secondary education at Prayas along with schooling at local BMC school. The project runs 6 days a week during morning hours of 9 am to 11 am and is conducted in an open space outside a shop. In addition to their educational needs, Prayas even provides them a nutritious breakfast, uniforms, books and other necessary things. Prayas does a fantastic effort of keeping kids interested in education, ensuring a bright future to each.
Almost every child here hails from an underprivileged section of society as most of them reside in nearby slums. Their resources are highly scarce which keeps them away from essential practices of a healthy lifestyle, out of which personal hygiene happens to be the most ignored.
Hence on occasion of Children’s Day, VivaConnect family planned to gift a ‘Hygiene Kit‘ to children at Prayas.
The response was mind-boggling as the ‘Contribution Box’ over flowed within just 30 minutes of breaking the news. Everyone from VivaConnect family was more than gracious to participate in this Initiative. In addition to the collection made through employees contribution, VivaConnect contributed an amount equivalent to the total contribution. Here’s what we compiled with it..
Every Hygiene Kit composed of a Colgate Toothpaste, Tooth Brush, Lifebuoy Bathing Soap, Coconut Hair oil, Hair Comb and a Napkin tucked nicely in a Backpack.
On morning of 14th November – The Children’s Day, we visited the kids and took them by surprise. What happened next was truly mesmerizing.
As the day’s session came took an end, we invited 9 kids from Prayas to visit our office. The idea was to give them a glimpse of a contemporary workplace, motivating them to study well and excel in their life’s endeavor.
A heartiest thanks to Prayas for giving us an opportunity to share a moment in their life.
A Happy Children’s Day Indeed 🙂
Facebook had launched a missed call ad unit business specifically for the feature phone-heavy Indian market. To scale-up its reach across mobile devices, Facebook has partnered with VivaConnect.
This Missed Call Advertisement-based initiative is Facebook’s first foray into using primary feature of a mobile phone (i.e a missed call, voice call or SMS service), aimed specifically at helping advertisers reach their consumers in developing markets. India is quickly catching up to the US, Facebook’s biggest market. Last April, Facebook crossed the ‘100 million users’ milestone in India. Around 66% Indians access Facebook on mobile devices of feature phone segment and over 95% of India’s mobile subscriber base has a Prepaid connection.
Moreover, this is a market in which ‘giving someone a missed call’ is common, both in terms of practice and parlance. Overseas, people typically say, ‘I missed your call’; but here, a ‘missed call’ is something one deliberately places. Team Facebook is optimistic that the new Missed Call Ad format will bolster advertising on Facebook, through the mobile device, in India.
Maxine Schlein, Product Marketing Manager, Emerging markets at Facebook, says, “Consumer behavior in high-growth markets is changing very rapidly and we are poised to respond to that as quickly as possible. We see brands delivering useful and entertaining content like sports scores, news, or celebrity messages that people find valuable enough to take the time to listen to and interact with. There is also a good tie-in for direct response advertisers who can use the missed call unit as lead generation, where a person is essentially raising their hand and expressing interest in a good or service.”
How it works: In addition to the regular Facebook Ads, the Missed Call Ad Unit has a ‘Missed Call’ button. As users click on ‘Missed Call’ button, they are automatically taken to the dialing screen that features the telephone number. As they initiate the call its automatically disconnected after two rings. In response they promptly receive a call back or an SMS delivering interactive content such as music, cricket scores, celebrity messages or simply a brand message from the advertiser.
In this Ad unit, the easily available user’s ‘social data’ on their respective Facebook pages, will help brands to fine tune the way they target and communicate with people. Moreover, mobile access will allow for effective re-targeting of consumers and personalizing the content.
Vikram Raichura, Managing director, VivaConnect, says, “Facebook has been a hot trend over mobile in India and so have been missed call services. Together, they would be a perfect solution for delivering an enhanced brand experience over mobile. Missed calls offer an instant way to spark conversations.”
VivaConnect connects brands and their consumers through innovative mobile marketing services. The company holds over 30 million interactions in a single day through services of Voice call, Missed Call, SMS, Email and Mobile Apps.
“India has around 650 million active mobile connections, out of which only 140 million are subscribing to mobile internet services. That leaves a whooping 410 million people reachable only via the mobile’s core functionality, a voice call.” conveys Vikram Raichura (Managing Director, VivaConnect) explaining how the concept of missed call marketing brings a brand closer to its consumer. Held in conversation with Henna Achhpal, here’s the interview.
Q] There could have been no better time to gain traction for LiveTalk than during the recent Lok Sabha elections. How did the idea of such a service come about?
The pre-election campaigning for the Lok Sabha elections was indeed the best time to exhibit the prowess of LiveTalk. India has around 650 million active mobile connections, out of which only 140 million are subscribing to mobile Internet services. That leaves a whooping 410 million people reachable only via the mobile’s core functionality, a voice call. The platform was developed working together with Bharatiya Janata Party and the idea was conceived out of consumer request, taking into consideration the population that wanted to connect with the leader over mobile.
Q] What is the business model for a marketing company such as yours that provides services in response to a missed call?
Our business model is focused on generating value for our clients over mobile. We help our clients reach their customers by creating innovative 360 degree solutions around mobile media. We’ve shed our image from a ‘mobile marketing’ company to a ‘mobile media’ company. Missed calls act as an ‘initiator’ or conversation starter that lead to engagement through other mobile services such as downloading mobile apps, listening to audio content, availing discount vouchers, registering for services, authenticating online transactions and so on. At VivaConnect, we don’t simply sell our inventory. Instead, we deliver smart solutions crafted to deliver an insightful and memorable experience both for our clients and their customers.
Q] From which regions of India do you get the most response for missed call marketing?
The response depends on the brand, campaign and target group whereas the engagement varies depending on the brand’s objective. For instance, we executed a missed call campaign for a leading television channel to garner maximum viewership for a popular movie’s world television premiere. A missed call number flashed during advertisements that told viewers they would receive a call from the movie star reminding them to watch the movie. This particular campaign witnessed maximum participation from Delhi, Himachal Pradesh, Tamil Nadu and Maharashtra.
Q] With smartphones becoming cheaper, there are several other forms of marketing on the mobile battling for a consumer’s attention — what is the future of missed call and voice-based marketing solutions in such a scenario?
The exponential growth in sales of smartphones in India has certainly led to a growth in the mobile app industry. With this, augmented reality concepts will have high takers among Tier I and Tier II cities allowing brands and enterprises to process even more interactive content to build effective engagement. No matter how advanced the device gets, the basic functionality of a mobile phone will remain the voice call feature and it will always drive better engagement. A voice call builds an emotional connect with the consumer and conveys a higher brand affinity. The charm of a missed call and voice-based services will never fade away.
Q] What are some of the unique ways a brand has used the voice-based solutions provided by VivaConnect?
We had executed a campaign for a leading toothpaste brand, which then had a popular movie actress as their brand ambassador and wished to use her association to leverage their branding over mobile. Hence, the concept of a ‘wake-up call’ was developed wherein consumers could subscribe to receive a wake-up call from the celebrity at their choice of time in the morning. They could subscribe to receive a wake-up call for five consecutive days regardless of their product purchase. The service was absolutely free of cost and could be easily subscribed to over a missed call. It was active in Bihar and Delhi and became a huge hit. The call’s content included the recorded voice of the brand ambassador, packed with a good morning greeting, a joke and of course product branding.
Q] What could be some new ways to monetize mobile marketing in the future?
Mobile marketing is absolutely not about monetizing or selling one’s services over mobile. It’s about offering a captivating experience that enhances the consumer’s connect with the brand. It’s important to understand that consumers are heavily bombarded with advertisements and publicity all around them. Annoying promotions over mobile are the last thing a mobile subscriber would wish for. The best way is to understand the mobile usage habits of a brand’s target consumer, address their requirements and gradually build the brand over mobile so that when a consumer looks out for it, the brand is spot on.
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