DHAAR –An Integrated BTL Campaign to Drive Dairy Prosperity

Introduction

DHAAR is a premium cattle feed brand from the house of Skylark—one of India’s largest vertically integrated poultry producers with over 40 years of market presence. Commanding 40% share of the Indian poultry and cattle feed market, Skylark emphasizes nutritional quality, safety, and performance. DHAAR was introduced to address the evolving nutritional needs of livestock and improve dairy outcomes across India.

Brief

Despite the quality promise, rural farmers often encounter persistent challenges in managing cattle health, milk productivity, and feed safety. In response, Skylark joined hands with Ascent Brand Communications to execute a strategic BTL campaign that would directly reach farmers, demonstrate product value, and boost brand engagement at ground level.

Objectives

  • Target relevant farmer segments through high-impact communication
  • Generate quality leads and strong pipeline for product trials
  • Educate dairy farmers on DHAAR’s benefits in improving animal health, milk yield, and economic return

Target Market

  • Focused activation across multiple districts of Haryana, including dairy-intensive belts and villages.

Target Audience

  • Village farmers and dairy owners, categorized into:
    • Small: Up to 3 animals
    • Medium: 4–10 animals
    • Large: More than 10 animals

Campaign extended to cooperative dairy farms and village households

Approach

Ascent’s integrated plan combined offline BTL tactics with digital outreach and direct farmer contact. The flow involved:

Phase 1 – Location Identification & Invite Distribution

  • A bike scout visited each village on the route plan early morning to:
    • Identify activation spots
    • Paste posters across visible surfaces
    • Distribute printed invites with support from Skylark representatives
  • Van would arrive prior to activation at pre-decided locations

 

Phase 2 – Van Announcement

  • A branded van made pre-activation announcements with audio messaging and teaser slogans to build anticipation
  • Anchors used local language to resonate with farmers and attract footfall

 

Phase 3 – Direct Contact

Invitations handed over via door-to-door interaction and market center visits

Bike rider created face-to-face touchpoints with potential attendees

Posters placed strategically at temples, panchayat offices, dairy shops, and community spots

Activities Done

 Nukkad Natak – Live Street Play

At the heart of our campaign was an engaging nukkad natak that highlighted the transformation DHAAR brings to dairy farming. Through a dramatic yet humorous storyline featuring two farmers — one negligent, one progressive — and a village vet, we showcased:

  • The dangers of poor feed and hygiene

     

  • How DHAAR boosts immunity and milk quality

     

  • The economic impact of healthy cattle

Dairy success isn’t luck — it’s smart feeding, regular care, and trusted nutrition.

 Selfie Booth Activation

  • A branded photo zone featured the campaign slogan: “Jaha pashu rahe khushhaal, waha dairy rahe malamaal.”
  • Farmers clicked photos with fun props and signage
  • Photos were encouraged to be shared on WhatsApp and social media to create buzz Knowledge Series & Magazine
  • Distribution of an easy-to-read booklet: “How to Make Cows Happy & Business Prosperous”
  • The content educated farmers on:
    • Cattle care routines
    • Balanced diet planning
    • Signs of good health and milk optimization

  •   Mobile Missed Call Push: Opt-in to receive more info and updates on DHAAR

  • Contact details of interested farmers collected at shows

Visual Storytelling

  • Large LED screens installed on vans showcased:
    • Animated product AV explaining DHAAR’s formulation and use

 Freebie Distribution

  • Audience engagement rewarded through branded merchandise like:
    • Keychains, handed out for correct answers during live quiz sessions
    • Props used in selfie booth given away to top participants

Results

Total Villages Covered
1
Total Km Travelled
1
Nukkad Natak Done
1
Farmers Involved/Lead generated
1

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 Nukkad Natak – Live Street Play

At the heart of our campaign was an engaging nukkad natak that highlighted the transformation DHAAR brings to dairy farming. Through a dramatic yet humorous storyline featuring two farmers — one negligent, one progressive — and a village vet, we showcased:

  • The dangers of poor feed and hygiene

  • How DHAAR boosts immunity and milk quality

  • The economic impact of healthy cattle

Dairy success isn’t luck — it’s smart feeding, regular care, and trusted nutrition.

 

 Selfie Booth Activation

  • A branded photo zone featured the campaign slogan: “Jaha pashu rahe khushhaal, waha dairy rahe malamaal.”
  • Farmers clicked photos with fun props and signage
  • Photos were encouraged to be shared on WhatsApp and social media to create buzz Knowledge Series & Magazine
  • Distribution of an easy-to-read booklet: “How to Make Cows Happy & Business Prosperous”
  • The content educated farmers on:
    • Cattle care routines
    • Balanced diet planning
    • Signs of good health and milk optimization

  •   Mobile Missed Call Push: Opt-in to receive more info and updates on DHAAR

  • Contact details of interested farmers collected at shows

Visual Storytelling

  • Large LED screens installed on vans showcased:
    • Animated product AV explaining DHAAR’s formulation and use

 

 Freebie Distribution

  • Audience engagement rewarded through branded merchandise like:
    • Keychains, handed out for correct answers during live quiz sessions
    • Props used in selfie booth given away to top participants
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