VOW is Video On Wheels.
They are also used as a cable or satellite TV on a large 100 to 300'' screen with ultra modern audio equipment.
VOW travels from village to village with a programme announced a day in advance creating a media event and getting coverage in local press - a double exposure with multiplier effect.
According to a research, on an average, VOW covers 1.5 lakh viewers a month. It operates on a generator where electricity is scarce.
1980 elections witnessed the incarnation of video vans, alias video raths. Devi Lal is said to be the first politician to use VOW for campaigning in Haryana. Since then it every political party, especially, the BJP, has exensively used VOW.
VOW is the brainchild of Dr. Jain of Jain satellite TV. After the elections, the video vans were rented out by Dr. Jain's company to various companies for marketing their products.
Companies like Hindustan Lever, Brooke Bond, ITC, Proctor & Gamble, L&T, Godrej and Pepsi have successfully used the medium to promote their products. VOW offers advertisers a complete communication solution that enables them to make inroads into the far flung rural Indian market and includes
* demonstration of product
* promotion
* market research
* retailer motivation
* instant reaction and
* opportunity to sell.
VOW is also being used for educational purposes. You can read more about VOW in this book.
