CRI Pumps 'Daudate Raho' Rural Campaign in Tamilnadu

CRI Pumps ‘Daudate Raho’ Rural Campaign in Tamilnadu

About CRI Pumps

C.R.I. possesses the necessary experience, knowledge, dedication, and clarity of vision to lead change, develop new technologies, and uphold quality standards. They provide a diverse range of Next Generation products for specialized applications. This includes Intelligence Smart Mini Pumps i-Smart with 5 in 1 Features, Sewage and Drainage Pumps for wastewater applications, Pressure Boosters for even water pressure at home, Swimming Pool pumps for cleaning/recycling pool waters, and Circulatory pumps for domestic Hot and Cold water circulation with adequate pressure. Their pumps are a combination package for specific needs and are precisely designed for trouble-free operation.

Campaign Introduction

This BTL campaign was an attempt to reach out to the TG in the markets of Tamilnadu. It was a Promotional Campaign of 90 Days focusing on the locations where farming is the main occupation of the people.

Objectives

The objectives of the communication strategy “Daute Rahoo Bina Ruke Bina Thakhe”

Concept and Execution

Brand Connect

The features show the Versatility of CRI pumps and come out as true champions. A Champion (Hero) always believes in keeping running all the time, untiring and unwavering.

Brand CoKey Features Of Cri Agri Range nnect

Double the working capacity-
High discharge-
Low power consumption-
Wide voltage operation-
Longer durability-
Less service cost-
After-sales service-
BEE star labeled-
Warranty 2 years

The Catch And Connect With Farmers

Inspiring with this thought, winning spirit, and ideology of CRI, it brings the campaign reflecting its core values and connecting with farmers who have been immense contributors in progress and today’s firm standing of CRI.

Activity Flow

Invite Distribution

A well-designed invitation evokes excitement and thrill. As a result, our first step was to determine who the client’s target audience was. The team then distributed invitations to everyone. The invitation was primarily intended to invite them to the event.

Event Setup

Then the team setup the event and van for engagement purposes.

TG interaction

The team also explained the product

Game Engagement

The participants of the game were asked to run on the Life Chakra, and their speed of running was reflected in lights popping up from down on board to top-level showcasing. They demonstrated their hard work on the field from morning to night, like CRI pumps, by running on wheels. During the game engagement, the message was conveyed among the TG effortlessly. Winners of the game were felicitated as CRI Asali Hero (True Hero).

Leaflet distribution

If done effectively, leaflet distribution can be an efficient marketing strategy that creates leads and sales for virtually any business. As a result, our crew also handed out flyers at the event.

Lead generation

Lead generation was done by guiding interested audiences along a pipeline until they convert to paying customers.

Success achieved

Awesome experience

Since the game was a major innovation, it became the center stage of attraction. Farmers were taking participation in the game wholeheartedly by running on the wheel and demonstrating their strength just like CRI pumps. The giant wheel first scared the people, but when they attempted it one by one, the environment became encouraging and involved.

During the game engagement process, they were getting messages conveyed effortlessly.

WOM generated

The entire setup of the van and game engagement generated a lot of word of mouth in the village, which attracted many more farmers to attend the show. Invites also used to be distributed to increase the footfalls at the show.

Appreciation received

All the farmers gathered at the show appreciated the game and product range with a thorough understanding of product features.

The intention and purpose of the game engagement were solved by receiving such appreciation from farmers.

Challenges faced

No work can be accomplished honestly and sincerely without a few challenges due to many internal and external factors. We, too, faced these, which were sorted out timely with the team’s help from both sides—these challenges we have presented below with the suggestion of solutions for future course corrections in campaigns.

01 Route plan was a major issue.

Had there been a handy route plan with the support of your field team or dealers, we would have achieved more nos in terms of village coverage and audience engagement.

02 Alignment of dealers for enhancement of the activity

Dealer alignment is a challenge for companies that can be addressed in the future campaign by a pre-orientation program before campaign rollout so that objectives and outcomes are cleared to them for a collective responsibility to achieve desired nos.

03 Field team support

We recommend you have a field team orientation before the campaign rollout for a smooth operation and clarity on the goals to be achieved. Since the field team is deeply rooted and connected with dealers, a collective responsibility can be ascertained.

04 Technical Issues in the game

Since it was an innovation, technical glitches were witnessed, and our specialist team took corrective measures by troubleshooting.

05 Less availability of space for a bigger vehicle in the market

As we deeply penetrated the small villages, parking spaces became a bottleneck in some locations. To address this problem in future campaigns, we recommend you to go with a small team after dispersing from the van by doing door contacts.

06 Less availability of space for a bigger vehicle in the market

Results

95

Activity days

450+

Freebies distributed

1000+

Total interested leads shared

7300+

Kms travelled

170

Total location covered

2000+

Total leads

95

Activity Days

170

Total location covered

1000+

Total Intrested leads shared

450+

Freebies distributed

7300+

Kms Travelled

2000+

Total leads

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