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    Date submitted
  • 20-Feb-2018

Reels on Wheels

Abstract

Our goal is to bring together rural communities for the purposes of information dissemination and product advertising. This is achieved by hosting a cinematic experience by means of a travelling, truck-mounted movie theatre. In developing countries, there is negligible amount of electricity and thus there are limited sources of entertainment available. At the same time government institutions and commercial businesses find it very difficult to engage rural communities. Our solution solves these problems. My concept involves bringing large numbers of people together in rural communities which facilitates the dissemination of marketing messages and social policies, as well as gathering of market and analytical data.

Reels on Wheels can be best described as a truck which can be modified into a theatre in less than 5 minutes and provide Infotainment (which is providing right information to the right person and in a correct manner).

There will be a modified and equipped truck which will have a screen, projector, speaker and portable lights which will be battery charged and sent to villages one after another. A group of four trained individuals which include a local guide and coordinator, a technician and 2 onsite team members who will help to educate, empower and engage rural communities. The running theatre will feature entertainment content such as movies, documentaries posted by various government departments, promotional videos and advertisements by corporate clients. The truck will be monitored by technology such as GPS and CCTV surveillance cameras. Services such as data collection, advertisement, market research and surveys and product sampling will be conducted. The latter will also help to attract more and more individuals. This will be provided to the villagers free of cost.

The advertisement during the screening of the movies and on the trucks is the main service provided. The truck will arrive on a key spot in the village which will be a local ground, open field or the local stadium. In some time the lights and speakers and additional equipment will be set up. Our surveyors will give out survey forms and collect them in exchange of the free sampling products provided. There will be a display of the high value products such as a motorbike. Then the show will start. There will be advertisement before, during and after the movie. The products advertised will be made available in the local stores.

Next big thing is data. The collection of raw data on consumer demographics, preferences, needs and buying habits of various niche market segments as well as exit polls which are done on contract basis for the various political parties. The data will then will be processed by the data scientists and sold on subscription basis to the Market research department of the whole corporate sectors and the government agencies which helps them to make appropriate decisions and sales strategy at the same time providing them with the best possible solution to direct their marketing efforts with the help of trucks.

Video

Original Vimeo URL: Open

Introduction Video

Photos

Additional Questions

Who is your customer?

304 million rural Indians and 1.2 billion people in the world still live without electricity. Per capita monthly income is closer to $300 a month in rural areas. The majority of the rural villagers are farmers. There is very little state of art entertainment available in rural India. Corporates and the government find it difficult to communicate with rural communities which is a market of approximately 1.2 billion people. Data gathering companies are not able to access and process information in a large scale from such communities and the rural market in general. Reels on Wheels has been undergoing field tests. A prototype of the truck has gone through 2 trials; executed successfully for 30 days in two districts of Madhya Pradesh (Central India): Sehore district: More than 5,500 families enrolled to participate in the program Balaghat district: Enrolled more than 4,500 families to participate in the program

What problem does this idea/product solve or what market need does it serve?

his is a project which involves many sectors such as Bollywood, Government Corporations, Market Researchers, Data Scientists and Advertisers and connects them to the rural communities while providing them with free entertainment and education. The target audience starts from 304 million rural Indians without electricity and extends up to 1.2 billion people in the world living without electricity. The corporations and government bodies find it difficult to both market and communicate with rural communities. My concept involves bringing large numbers of people together in rural communities which facilitates the dissemination of marketing messages and social policies, as well as gathering of market and analytical data. Next big thing is data. The collection of raw data on consumer demographics, preferences, needs and buying habits of various niche market segments as well as exit polls which are done on contract basis for the various political parties. The data will then will be processed by the data scientists and sold on subscription basis to the Market research department of the whole corporate sectors and the government agencies which helps them to make appropriate decisions and sales strategy at the same time providing them with the best possible solution to direct their marketing efforts with the help of trucks.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

Direct Competition - Electricity is not available for 1.2 billion people, thus television is not a reliable source of entertainment. This is an entirely new concept, so there is no direct competition. Indirect Competition - Newspapers are the principal source of information but will not compete heavily with my idea as majority of the villagers are illiterate. There are very few sources of entertainment except for some monthly get­ togethers known as Melas and some festivals. Theatres are not there in most of the villages. Radios are also used for entertainment and information, but they are considered an old and obsolete method which will not affect our business, as my idea will provide them with both audio­ and visual infotainment. Barrier to entry - It is very difficult to get into this business as the political support, investment and clientele required is very difficult to acquire. The license and the permits for conducting this is also very difficult to acquire. I already have clients and government on board which is a great strength. The Government of India is one of our clients and we have a very strong backing by them, which makes operations easier. There have been contracts signed by various corporation and many are under process. We are also in touch with the United Nations Development Program (UNDP) and Bill and Melinda Gates foundation for the collaboration. It is very difficult to get into this business as the political support, investment and clientele required is very difficult to acquire. The license and the permits for conducting this is also very difficult to acquire. I already have clients and government on board which is a great strength.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

Prototype of the truck has gone through 2 trials. Executed successfully for 30 days in two districts of Madhya Pradesh (Central India): Sehore district: More than 5,500 families enrolled to participate in the program Balaghat district: Enrolled more than 4,500 families to participate in the program Activities completed: ● Facilitation of government officials from Women & Child Development and Rural Development departments to interact directly with the people. Created an ambience of enhanced community building and identified avenues for employment generation ● Infotainment content played on large screen to engage & educate the audience on the benefits of Hygiene, Toilet Usage, Education and Development. ● Community viewing of TVCs for 8 leading brands and 5 Government departments highlighting the benefits and features ● Conducted market research activities for 4 leading brands in their respective domains (FMCG, Telecom, Information Services & Television) ● Conducted sampling activity for 2 leading FMCG brands resulting in increase in reach within the untouched populace. ● On­ Vehicle is also being used for branding for Government departments and leading brands with an estimated reach of more than 200,000 views during the period. There was no income as such as it was done only on the trial basis and our clients are ready to pay for the amounts mentioned in the 3 year pro-forma under high cost products and low cost products. The trucks are ready to start the business once the deals are done. During the thirty day trials we discovered many challenges and risks associated like safety of the vehicle and different weather conditions. Safety of the vehicle can be managed by making sure to park it on proper spots and setting up anti theft alarms. Weather conditions can be forecasted up to certain extent and can be followed. The licences and permits all all acquired. The total team includes me, five people from execution team. Other services can be outsourced. The trucks are ready to start the business once the deals are done. As mentioned in the three year pro-forma we will be expanding our business from two to six trucks in a year, six to ten in the following year. Covering the length and breadth of India and then possibly expanding this to the other third world countries in Asia, Africa and other South-American countries.