This BTL campaign was the first attempt to embark on the promotional campaign for Shriram, aiming at the markets & Mandi in Punjab & Haryana for paddy & cotton crops.
Paddy & cotton Crop is exposed to insecticide attacks that affect the quality/valuation. The crop, therefore, has to be protected against it. The CCC’s primary function is to protect against pests and fungi. Shriram Fertilizers & Chemicals has been at the forefront with its entire range of insecticides in the north market and continues to serve a host of farmer needs with power brands for paddy and cotton crops.
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Our Pre Bike moved to the villages first and made farmers aware of the mela and distributed coupons for a lucky draw; then, all the walk-ins were first expected to go through at all the brand counters at our mela-like setup. Anchor pushed these farmers for the same.
Based on the interaction with the brand promoter, farmers were expected to answer a few questions before they proceeded to the main engagement.
Brand Counter :
A dedicated brand promoter oriented farmers to the assigned brand at each brand counter. He had a flip chart of that brand with him.
We proposed a shoot-out engagement console. Farmers, after Q & A, were required to be on the canter. And an air gun in their hand, aimed at insects.Â
Winners got consolation like umbrellas, wall clocks, torches, and key chains. Shriram ke “Char Dabang” is a portfolio of insecticides.Â
To stay close to the central theme of Char Dabang, which means if you were using Shriram Fertilizers & Chemical Insecticides in your field, you would be free from different infections caused to crops by insects. These insecticides are:
For Cotton Crop:
For Paddy Crops:
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Punjab Paddy
Haryana Paddy
Punjab Cotton
Haryana Cotton
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.
