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Bolstering crop yield is the focus of every farmer across the country. And herein lies the necessity of adding plant nutrients like phosphorous, effective in proper development and growth of crops.Amongst the phosphate fertilizers available in the market, the most common and widely used fertilizer is Single super Phosphate(SSP).
Kharif or Monsoon crops are crucial for farmers as they depends on it’s yield and succes for livelihood. And what is important for the farmers, is also absolutely important for fertilizer companies like Aarti Industries, whose Single Super Phosphate (SSP) is a primary driver of sales.
Aarti Industries, a leading fertilizer manufacturer, planned a focused 2-month Kharif marketing campaign to promote its range of Single Super Phosphate (SSP) fertilizer products, particularly the Mahazinbo brand.
● Increase brand awareness and engagement for Aarti Mahasuper and Mahazinbo products.
● Reach out to target audiences in specific districts through targeted promotion highlighting product USPs and farmer testimonials.
● Generate leads and inquiries for the products.
● Establishing the Aarti Mahasuper brand and the Mahazinbo product in a competitive
market.
● Effectively communicating the unique selling propositions (USPs) of the products to the target audience.
● Reaching out to farmers and stakeholders in remote rural areas across multiple districts.
The primary target audience for the campaign was farmers, retailers, and dealers in the targeted districts and states.
We brainstormed a social media campaign focussing on the product quality and the inclusion of 5 essential soil nutrients in the the same product – The Power of 5. This was done primarily to drive home the point of additional benefits while paying for a single product. The creatives used in the campaign highlighted this aspect.
The idea was to generate a feeling of getting enhanced value and at the same time improved TOM Scores drove sales and engagement. Traffic was mainly driven through social media campaigns.
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The successful execution of the Kharif marketing campaign helped Aarti Industries establish a strong brand presence for Aarti Mahasuper and Mahazinbo products in the targeted regions. The combination of targeted promotion, engaging content, and effective lead generation strategies contributed to increased brand awareness, engagement, and potential sales opportunities.
We at Ascent have been in the strategic brand & marketing consulting business for more than 20 years, working with reputed brands right from MNC to national and regional ones catering to multiple product categories like Agri input, Agriculture, Automobile, Consumer Durable, FMCG, Financial, Health, Industrial among the major ones.