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This BTL Campaign attempted to embark on the promotional campaign for DuPont, aiming at the Sugar mills in Uttar Pradesh. DuPont’s 25 Days Van Campaign focuses on sugarcane farmers, so they came to know more about Coragen usage.
As our theme is “Coragen Apnaneka Jindagi Mein Badlav Lane ka,” our main aim was to convey this message to every farmer at the sugarcane mill. This campaign included 8 phases:-
To be on the heels of Chunav, rallies are commonplace. Rallies seed dhol-dhamaka with slogan chants colored with placards. Our efforts were to recreate the same scene. During the rally, we spotted the users and then asked them to lead the rally.
Users showed how non-users come forward and become part of the ongoing progress. We then had to rope in the non-users to believe the same. Tarakki ka Chunav as our activation idea invited the non-users to become a part of the progress.
Anchor illustrated the functioning of the Izon label on the product bottle by tilting it in the prescribed manner. The participants memorized the pattern of tilting and the respective dots and dropped the ball into that particular console. The one who finished the task fastest stood out as the winner.
After the qualifier round, we showed the farmers testimonial videos of user farmers who had already experienced the coragen in their fields.
The anchor talked about the French app demo then MIO began the demo. Anchor highlighted the key activities during the demo. Besides the point of usage methodology, anchors came and diverted the attention of the audience towards the standees.
4 participants began and moved the dice. Moving forward on the wooden plank depended upon sequential attainment of 1,3, and 5 digits on dice, i.e., the key messages of DuPont Coragen and 2,4, or 6 digital have drawbacks that won’t let participants move forward. The participants who reached first were announced the winner. He walked away with the flag of progress.
We distributed the person freebies who won the main engagement round.
In the end, the team, along with Dhol and the User farmer, went to the winner’s residence to install the nameplate to add more buzz.
No.of visitors
Total Rallies
No. of felicitation
Round of Engagement-
Leads Generated
Palm Expressions
Gratification
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.