The challenge was to go beyond the usual "information" led agri input marketing campaign.
Bengaluru based agency, Haapus Creative has launched a campaign for Seedworks, a new player in the hybrid cotton seeds space. The challenge was to go beyond the usual "information-led" agri-input marketing campaign and add life to the communication so that the information provided creates interest and intent.
Three regions in Maharashtra (Vidarbha, Khandesh and Marathwada) and Telangana were identified target markets, given their cotton crop potential. Apart from the usual communication task of creating brand preference, the market had posed a different, yet related challenge i.e. Pink Bollworm (PBW).
As part of the campaign, four digital films were created in Marathi (with Telugu dubs) and were supported by on-ground promotion support for farmer meets et al through posters, cutouts etc.
WhatsApp-based messaging to a captive database of approximately 74000 numbers belonging to the farmers, channel partners etc. was used. This was further aided by the messages and films going viral. This was the lead medium. The normally assumed "effective rural" medium viz. radio, cinema, bus panels etc. was avoided.
Venkatram Vasantavada, CEO, Seedworks, says, "The challenge was to sensitise the farmers about the Pink Bollworm menace. They know about it, but knowledge to sensitivity is a tough distance to cover. This campaign achieved that and helped us create that buzz. It also helped reinforce our progressive credentials among trade and industry."
Ashish Athawle, co-founder and chief experience officer, Haapus Creative, adds, "Working on this campaign was a pleasure, more so since Seedworks has an extremely progressive outlook. Also, the brief was simple yet pointed."