Shriram Bioseed, a leading agri-input company under DCM Shriram Ltd., offers high-performing hybrid seeds across crops like corn, bajra, paddy, and Bt cotton. One of its flagship cotton hybrids, Bioseed 6001, has shown strong on-ground results due to its high yield, short crop cycle, and pest resistance. Ahead of the main sowing season, and following a successful harvest response, Bioseed partnered with Ascent Brand Communications to launch a full-scale campaign—aimed at building trust, driving engagement, and expanding awareness in core cotton-growing regions.
The campaign was centered around the emotionally resonant message: “Kaisi bhi ho chunauti, jeet hai aapki pakki.” The goal was to position Bioseed 6001 as a dependable partner to farmers facing everyday challenges—from unpredictable weather to market clutter.
Through a combination of direct interaction, regional storytelling, and tech-enabled touchpoints, the campaign aimed to educate, empower, and create buzz at the village level.
The campaign was strategically deployed across major cotton districts in Maharashtra, Andhra Pradesh, and Telangana. All communication was executed in regional languages for better resonance, and locations were chosen based on farmer concentration and crop potential.
The primary target audience was farmers in rural areas who cultivate rice.
We executed a 360-degree campaign that combined van-led activations with targeted digital outreach to engage farmers both offline and online.
To amplify the offline efforts, we ran a 30-day digital campaign: Teasers posed problems farmers face (e.g., “Paidawar mein kami?”)
Revealer creatives showcased Bioseed 6001 as the solution.
Animated product video
“Mashal Jalao” game
Games played a crucial role in drawing farmer participation, even in peak summer heat. The “Bajao Danka” concept added excitement to education:
This integrated campaign helped solidify Bioseed 6001’s position as a trusted hybrid seed in India’s cotton belt.
By blending storytelling, technology, and grassroots engagement, we created a model campaign that delivered results—both in numbers and brand trust.
The campaign not only met its marketing objectives but also empowered farmers with knowledge, rekindled their faith in cotton farming, and reinforced Shriram Bioseed’s promise: “Jeet hai aapki pakki.”
