Insecticides (India) Ltd. (IIL) is one of the country’s leading agrochemical companies, committed to empowering Indian farmers through innovative crop protection products. Their latest launch, Torry Super, is a cutting-edge herbicide powered by SPF Technology—known for quick weed control, extended residual effect, and high crop safety even without a safener.
To drive awareness and adoption of Torry Super—a new-age post-emergence herbicide—among maize-growing farmers, Insecticides (India) Ltd. partnered with Ascent Brand Communications to create a unique, offline, interactive campaign. The challenge: how to make a product Torry super resonate with rural audiences in an engaging, unforgettable way?
Our solution: merge education with entertainment. The campaign blended local cultural formats like magic shows, games, and storytelling with clear product messaging—transforming Torry Super into a household name.
“ Fark Saaf Dikhe, torry Super Ka jab Jadoo Chale!”
What if weeds vanished like magic? This powerful thought led to the creation of the Torry Super Jadoo Show—a rural offline campaign designed to simplify science through spectacle. By anchoring the product benefits in magic and local humor, we made a deep emotional and functional connection with our audience.
Every element of the campaign was inspired by a real insight: farmers need solutions, not jargon. And Torry Super was presented as the “one for all” solution to common maize-field problems—offering instant weed removal, long-lasting results, and crop safety.
The primary target audience was farmers in rural areas who cultivate Maize.
At Ascent Brand Communications, we believe every product has a story. For Torry Super, we transformed complex herbicide education into a culturally immersive and emotionally engaging village experience.
We rolled out a 30-day BTL campaign across 620 villages, designed to strike a chord with maize-growing farmers by addressing one core insight: “multiple field problems, one powerful solution—Torry Super.”
The centerpiece was a travelling ‘magic show’, where a local magician became the campaign’s symbolic hero. Just as he made objects vanish on stage, Torry Super was positioned as the product that makes all weed-related problems disappear—like magic. From engaging emcees and symbolic tricks to interactive games and lucky draws, every element reinforced product benefits in an unforgettable format.
To amplify impact, we extended the magic to digital platforms through a series of social media creatives that echoed the offline storytelling:
Dice Game
Balloon Dart Shoot
Selfie Booth Activation
Recognition & Rewards
Drum Pledge
To bridge offline excitement with online lead generation, we developed a dedicated campaign landing page that extended the campaign experience beyond the village. QR codes were strategically placed on event tickets, and branded vans, prompting curious farmers to scan and engage.
Once scanned, farmers were directed to the landing page where they could:
This seamless integration of on-ground activation with digital storytelling made the campaign memorable while building a measurable lead funnel.
Metric | Value |
Villages Covered | 620 |
Farmers Engaged | 28,576 |
Leads Captured | 14,369 |
Hampers Distributed | 2,454 |
Game Winners | 1,236 |
With The Torry Super Jadoo Show, Ascent Brand Communications turned product storytelling into a village festival. The use of magic not only entertained but educated and built emotional trust among farmers. By merging local relevance with brand science, we successfully created a high-recall, high-impact campaign that made Torry Super the talk of the town—and the farm.
