[vc_row][vc_column][vc_column_text]Client: Mahyco Mosanto Biotech

Activity: BolgardII Campaign Activity

Activity Duration: 25 days

 

Client & Brand

 

Mahyco Monsanto Biotech (MMB) ‐ a 50:50 joint venture between Mahyco and Monsanto Holdings Pvt. Ltd. has sub‐ licensed the Bollgard II and Bollgard Bt cotton technologies to 33 Indian seed companies each of whom has introduced the technologies into their own seed germplasm. Indian farmers have a choice of over 300 Bt cotton hybrid seeds from over 30 seeds companies.

Bollgard Bt cotton (first‐generation single‐gene technology) is India’s first biotech crop technology approved for commercialization in India in 2002, followed by Bollgard® II – second‐generation double‐ gene technology in mid‐2006, by the Genetic Engineering Approval Committee (GEAC), the Indian regulatory body for biotech crops.

Bollgard cotton provides in‐built protection for cotton against destructive American Bollworm Heliothis Armigera infestations, and contains an insecticidal protein from a naturally occurring soil microorganism, Bacillus thuringiensis (Bt).

Bollgard II technology contains a superior double‐gene technology ‐ Cry1Ac and Cry 2Ab which provides protection against bollworms and Spodoptera caterpillar, leading to better boll retention, maximum yield, lower pesticides costs, and protection against insect resistance. Both, Bollgard II and Bollgard insect‐protected cotton are widely planted around the world as an environmentally friendly way of controlling bollworms.

 

Background Note

In 2009 alone, farmers cultivated the second­generation Bollgard II Bt cotton seeds on 51% of India’s cotton acres, an increase of by 153% in one year (i.e. 114 lakh acres in 2009 vs. 45.1 lakh acres in 2008), simultaneously reducing cultivation of the single­gene Bollgard bt cotton seeds by 39% (only 78 lakh acres in 2009 vs. 127 lakh acres in 2008).

Thus, in a market where the majority of cotton farmers were using first‐generation Bollgard Bt cotton seeds on 90% of India’s cotton acres, the ‘BGII Pragati Utsaav initiative’ was one of the Bollgard II Bt cotton technology brand’s key rural marketing initiatives to drive farmer upgrade from first‐generation Bollgard to second‐generation Bollgard II technology.

 

Objectives:

1. Drive Bollgard II Bt cotton technology brand connect with cotton farmers beyond business and functional benefits and make inroads into their
2. Drive Bollgard II position as a ‘partner in progress’.
3. Drive 100% conversion of non­BG II users, from BG and varietal

 

 

Concept:

To drive the positioning of a ‘partner in progress, the ‘BGII Pragati Utsaav’ initiative was conducted which included health and wellness checks for farmers and their families, along with veterinary and tractor check‐ups.

 

Challenge:

The intention was to take ‘Pragati Utsaav’ to as many farmers as possible and the same farmers would have to be pre‐informed about such an event. Therefore two challenges have surfaced as the reach of the campaign in terms of conducting check-up camps across the target area with equal consistency and ensuring footfalls to the same.

Scale & Geography

 Activity has targeted the cotton-growing belt of Madhya Pradesh and Maharashtra with total coverage of 65 main villages and 470 sub-villages which were in proximity from the main villages.

Campaign Theme: Under the ‘Bollgard II Pragti Utsaav Initiative’ property, the team introduced ‘Har Waqt Mein Aapka Saathi’. The idea was to present farmers with a symbol of being a partner in progress which leads to prosperity and fulfilling the dreams of the farmer for his farm and family, e.g. tractor, a pucca home, better education for his children.

Approach

Since reach would drive higher footfalls for the activity, the Ascent team adopted a two‐pronged approach wherein coverage to the target area was aimed by reaching out to main villages where the “Pragati Utsaav” was to take place; and sub-villages (nearby villages) were targeted for pulling the footfall.

The main village was chosen to be the venue for the camps and sub-villages were targeted for pre-event promotion. This apart, the team Ascent identified some important touchpoints in target villages like

‘Aagan Wadi’, ‘Panchayat’, bus stand and local shops (Paan‐Bidi) for pre-event promotion by doing handing out leaflets and having a word with people across these touchpoints.

On average a total of at least 5 villages were covered and, at times, the number went up to 11 villages. The team had to ensure that their visit to that particular village pays off in terms of getting footfall to the main village. So on a street, the houses were strategically targeted and a one to one contact was established with the household. By doing so, a long-lasting word of mouth triggered. Leaflets printed in the local language had been distributed along with banners at key locations.

Team

The pre‐event promotion team comprised 4 key persons as promoters along with a branded Tata ace vehicle. The team was entrusted with the task of paving the way for the main event “Bollgard II Pragati Utsaav” in terms of mobilizing farmers and their families alike and conveying how they can be benefited from “Bollgard II Pragati Utsaav”. A total of two such teams were deployed for Madhya Pradesh & Maharashtra respectively.

 

On the other hand, the main event team had one qualified MBBS doctor, a Veterinary doctor and one experience mechanic for a tractor check-up. This apart, the team had one anchor, one event coordinator, one supervisor and 2 promoters. The convoy had two vehicles. Out of which one was carrier vehicle as Eicher and the second one was staff vehicle. This team had to visit the target area covered by the pre-event promotion team and had to deliver on the expectation set by the same.

 

Route Plan & Activity Schedule

The route plan keeping in mind the cotton-growing belt of Madhya Pradesh and Maharashtra was developed in such a way that ensured the max coverage in a day. The two teams one for pre-event promotion and the main event visited the main village back to back in a span of two days. The pre-event team had an extended role in doing pre-event promotions at sub-villages.

 

Buzz

Snakes & ladder was renamed as “Pragati Ki Sidi” wherein snakes were replaced by bollworm and ladders were represented as  “Pragati Ki Sidi”.

The experience of walking over aboard to play snakes & ladder game has been a hit and attracted a good number of eyeballs. In addition to this attraction, Anchor has added spice and fun to the game by

using the local language. A 30-minute engagement has seen close to two rounds of games and in a day close to 4 shows were conducted.

 

Vital Statistics

During 25 days, activity at Madhya Pradesh and Maharashtra the total count of patient benefited from the health check are 724 and 620 respectively. On a day close to 54 patients visited the camp.

Speaking on the veterinary camp, a total of 488 and 113 animals were brought at MH & MP respectively. The average animal at the veterinary camp remained at 24.

Also, the tractor check-up too witnessed a reasonable good result as 72 tractors appeared for checkups from Madhya Pradesh and Maharashtra combined.

As far engagement is concerned, a tally 332 winner was registered at two target states.

Farmers testified at Bollgard II Pragati Utsaav’s, driving word‐of‐mouth, and increased Bollgard II adoption.

 

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