Digital Outreach Campaign for Shriram Bioseed 6001

Introduction

Shriram Bioseed, a leading agri-input company under DCM Shriram Ltd., offers high-performing hybrid seeds across crops like corn, bajra, paddy, and Bt cotton. One of its flagship cotton hybrids, Bioseed 6001, has shown strong on-ground results due to its high yield, short crop cycle, and pest resistance. Ahead of the main sowing season, and following a successful harvest response, Bioseed partnered with Ascent Brand Communications to launch a full-scale campaign—aimed at building trust, driving engagement, and expanding awareness in core cotton-growing regions.

Brief

The campaign was centered around the emotionally resonant message: “Kaisi bhi ho chunauti, jeet hai aapki pakki.” The goal was to position Bioseed 6001 as a dependable partner to farmers facing everyday challenges—from unpredictable weather to market clutter.Through a combination of direct interaction, regional storytelling, and tech-enabled touchpoints, the campaign aimed to educate, empower, and create buzz at the village level.

Objectives

Drive product awareness for Bioseed 6001 across key cotton belts
Engage cotton farmers through digital storytelling and interactivity
Leverage testimonial-based content for credibility
Capture user data and digital leads via interactive tools
Reinforce offline impact through online amplification

Campaign Flow

Teaser & Revealer Campaigns

Launched with teaser creatives like:
“Paidawar mein lagatar kami – Kaise hogi jeet pakki?”

Followed by revealer visuals highlighting Bioseed 6001’s benefits:
“Behtareen furtav, tudai mein aasaan,” “Bade vajandar tinde,” “Kito se jabardast suraksha”

These were rolled out on Facebook, Instagram Reels, and YouTube Shorts to maximize reach and reel-based engagement.

Approach

Testimonial-Led Content

Farmer testimonial videos and static quotes were promoted to build regional trust
Local farmers shared real stories about improved yield and farming confidence
Content was distributed in vernacular languages for relevance

Custom Landing Page

A branded microsite was created as the digital anchor for the campaign. It included:

Bioseed 6001 explainer animated video on the homepage
Quiz module (5 product-related questions) mimicking on-ground interaction

“Mashal Jalao” interactive game – a visual reward for correct answers

Gamified Engagement

The online quiz mirrored the offline game, offering users a chance to win Amazon vouchers
Each quiz submission unlocked the “Cotton Champion” digital tag
Scores and interactions were tracked for insight-based retargeting

📡 Live Social Media Coverage

Ongoing offline activities were promoted in real time through image carousels, reels, and stories
Highlighted game participation, quiz winners, and crowd enthusiasm
Drove cross-channel interest and post-event engagement