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Backward integration for raw material sourcing is done keeping the long-term perspective in view. This ensures the quality of input as well as assured supply in the production process.
Orient Paper, the paper manufacturing company of the CK Birla Group wanted to promote Eucalyptus farming among farmers as a source of raw material for their paper production. To implement this, they roped in ASA who promoted this as part of their agro-forestry scheme across villages.
To manage a 60-day promotional BTL campaign titled “Adopt Panchaj Sutra” and bring prosperity to home and villages, aimed at reaching out to the target group (farmers/rural populations) in the villages of Madhya Pradesh. It focused on informing the villagers of Eucalyptus plantation and earning benefits in villages as an intermittent crop.
The campaign targeted potential dealers in the state of Rajasthan.
Individuals looking for dealership business.
Since this was promoted as a social initiative by ASA, under their agroforestry program, we included the elements of sustainable development and farming, emphasizing the 5 elements of mother nature – Forest, Water, Animals, Land & People.
Messages like “ Vrixhropan Ho Kheti Sang, Toh Ujjwal Ho Bhavish So Ka Rang” which translates into “Tree plantation along with farming makes the future bright” were used to drill down the viability of eucalyptus plantations without affecting the cropping pattern. Benefit details were listed on the van to inform, educate and persuade farmers to take up the plantation of eucalyptus.
The key to the success of the campaign depended on effective cost-and-benefit communication to the targeted farmers. The campaign slogan stressed the high-income potential of Eucalyptus plantations for years to come. The satisfied face of the farmer, used in the creative projected an image of a happy and contended farmer.
We adopted a ground-level, hyper-local approach using a branded van that travelled to different villages. The key activities included:
Identifying suitable village locations
Direct interaction with farmers/villagers at common gathering spots like choupals, markets, and fields
One-on-one interactions to explain the benefits of eucalyptus cultivation
Distribution of informative leaflets
Generating enquiries and leads from interested farmers
Leads Generated
The campaign successfully generated substantial reach and impressions across the targeted geographies and audiences, contributing to dealer enquiry lead generation, and stakeholder engagement for Tata Tiscon.
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.