Menu
Rice plays a central role in the diet of many Indians nationwide. It’s also a crucial source of livelihood for farmers across the country, with their success heavily reliant on the quality and yield of the seeds they use.
For seed marketing companies, success is largely determined by their performance in product quality and yield, and whether they can deliver increased earnings for farmers. The Indian seed industry is fiercely competitive, with major corporations like Syngenta Seeds and Savannah Seeds dominating the market.
Savannah Seeds, a key player renowned for its high-quality rice seeds, commands a significant market share. They recently introduced a new product, called Sava 300. To boost visibility, encourage rapid adoption, and drive sales for Sava 300 in one of their most profitable markets – Madhya Pradesh, an agricultural powerhouse in India – Savannah Seeds launched an integrated campaign combining Below-The-Line (BTL) and digital marketing strategies.
The campaign’s slogan, “SABSE BHARI SAB PAR BHARI” (which translates to “Heaviest of all, Heavy on all“), was chosen to emphasize the seed variety’s potential for higher yield and quality. This catchy phrase encapsulates the promise of higher income through increased harvest and better quality for farmers using Sava 300.
The campaign brief was to promote the Sava 300 rice seed variety as a superior product with the tagline “SABSE BHARI SAB PAR BHARI” (Heaviest of all, Heavy on all). The campaign attempted to link the product benefit and its selection by the farmer as an act of smartness since it delivered superior yield and quality.
The primary objective was to position Sava 300 as a premium rice variety with superior product performance compared to its peers in all conditions. The campaign sought to increase brand awareness, engage farmers, and drive sales of Sava 300 rice seeds.
The campaign covered multiple villages in two districts of the state of Madhya Pradesh:
The primary target audience was farmers in rural areas who cultivate rice.
The campaign utilized an integrated approach combining on-ground activations with digital marketing. For the on-ground BTL campaign, a specially designed Van was used to spread awareness about Sava300.
As part of the digital strategy, customer testimonial videos were promoted to build trust and push more farmers to adopt or try the product.
The teaser campaign used creatives to incite curiosity amongst the rice farmers through creatives like “Kish Dhan Ka bheej de Lamba, Mota and Wazandar grains” ( which rice seeds give long, big and heavy grains) which were promoted as a sign of quality. Other creatives highlighted the benefits like better milling percentage (reducing loss), “Upaj Damdaar, Swaad majedaar”, each of which created a lot of interest.
This was followed up with the reveler creatives which presented Sava300 as the one fulfilling all the benefits that were teased during the teaser phase.
The Sava 300 campaign successfully combined on-ground activations with digital marketing to create a strong impact in the target markets. By engaging farmers directly through interactive activities and leveraging digital platforms for wider reach, the campaign effectively promoted the Sava 300 rice variety as a superior product. The significant number of purchase commitments and high digital engagement indicate that the campaign was successful in achieving its objectives of increasing brand awareness and driving potential sales.
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.