PI Industries, established in 1946, is a prominent AgriSciences and Fine Chemical company in India. They focus on innovative farm solutions, having introduced granular formulations in the market, and have built strong global partnerships.
As one of the largest sellers in this segment, their product range includes various categories such as fungicides, herbicides, insecticides, and plant health, showcasing their expertise and innovation in the industry.
PI Industries commissioned a campaign for their product Awkira, a pre-emergent herbicide primarily used for managing resistant Gulli danda and mandusi weed infestations in wheat crops. The active ingredient in Awkira is Pyroxasulfone 85% G.
The project, undertaken by Ascent Brand Communications, was to develop a compelling brand communication strategy which involved campaign logo and marketing collateral creation for Awkira. The primary objective was to create a strong brand identity that would resonate with wheat farmers and gain faster acceptability. The campaign sought to highlight Awkira’s effectiveness and reliability, leveraging PI Industries’ reputation as an innovator in granular formulations and their success with other agricultural products.
The project faced several challenges, which are:
The campaign targeted the following states:
The core target audience was the wheat farmers of Punjab and Haryana, with a focus on those dealing with resistant Gulli danda and mandusi weed infestations.
The campaign’s philosophy centered on drawing a parallel between the qualities of a diamond and the attributes of Awkira. Just as a diamond is evaluated based on the “5 Cs” (Cut, Colour, Clarity, Carat, and Certificate), Awkira was positioned as having five key attributes that benefit wheat farmers. This metaphorical approach not only simplified complex product benefits but also evoked feelings of value, quality, and trust among the target audience. Thus, messaging was easier to understand for the target audience.
We presented a range of creatives to the client, to go with the different use cases and understand the concept.
In developing the campaign creatives, the team prioritized visual simplicity to ensure easy recognition and understanding across diverse literacy levels. The final output included a campaign logo incorporating the “Khara Heera” concept, featuring diamond imagery combined with the Awkira brand name. Additionally, the logo showcases the product and its benefits, reinforcing the diamond metaphor and highlighting Awkira’s unique attributes.
The campaign’s core message positioned Awkira as a “true diamond” for wheat farmers, emphasizing its reliability, effectiveness, and value. The baseline statement presented Awkira as “well tried and tested,” drawing parallels to the rigorous evaluation process for diamonds. This messaging strategy aimed to build trust and credibility for the product, which had been in the market for four years.
We highlighted Awkira’s unique selling proposition through its five key attributes that make a wheat farmer’s life “hassle-free and rewarding.” These attributes are related to the product’s effectiveness in managing resistant Gulli danda and mandusi weed infestations, its ease of use, and its overall impact on crop yield. By focusing on these benefits, the campaign effectively differentiated Awkira from competitors and addressed the specific needs of wheat farmers.
In conclusion, the Awkira campaign developed by Ascent Brand Communications Pvt Ltd for PI Industries successfully created a strong and relatable brand identity for the herbicide product.
By leveraging the familiar “Khara Heera” concept and drawing parallels with diamond quality, the campaign effectively communicated Awkira’s value proposition to farmers. The multi-faceted approach, including logo design, posters, and hoardings, ensured a comprehensive brand presence in the agricultural market.
This campaign contributed to strengthening Awkira’s position in the competitive herbicide market and reinforcing PI Industries’ reputation as a trusted provider of innovative farm solutions.
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.