Buldana Urban taps Maharashtra bus station audio network for rural outreach

Buldana Urban Co-operative Credit Society Ltd (Buldana Urban) recently executed a 30-day audio-led outreach campaign across 93 Maharashtra State Road Transport Corporation (MSRTC) bus stations aimed at promoting affordable gold loans and farmer loans among rural and semi-urban communities. 

Executed in association with Vritti iMedia, the campaign sought to connect with farmers and small borrowers who depend on timely access to credit for agricultural and other productive needs. 

Bus stations continue to serve as important touchpoints in smaller towns and rural markets, making audio messaging an effective medium to communicate with local communities. Through the initiative, Buldana Urban aimed to increase awareness about its loan products designed specifically for the farming community and customers seeking low-interest financing options. 

“For generations, bus stations have been an integral part of everyday life in rural and semi-urban Maharashtra. They are not just transit points but community touchpoints frequented by farmers, families, women and senior citizens. Through this initiative, we aimed to communicate directly with our customers and raise awareness about our affordable gold loan and farmer loan offerings in a familiar and trusted environment,” said Mr. Radheshyam Chandak, Founder, Buldana Urban Co-operative Credit Society Ltd. 

The campaign ran from 15 May to 14 June across strategically selected bus stations throughout Maharashtra. Audio announcements in the local language helped familiarise listeners with Buldana Urban’s gold loan and farmer loan offerings and reinforced the institution’s long-standing relationship with rural customers. 

According to Vritti iMedia, audio-based communication at bus stations offers brands a unique opportunity to engage audiences in a clutter-free environment and create high-frequency recall. As marketers increasingly seek deeper penetration beyond digital and mass media, hyperlocal audio networks are emerging as effective platforms for driving awareness and last-mile engagement in rural and semi-urban markets.