Menu
Savannah is a leading technology-based rice company dedicated to developing smart rice® with high yields and value-added traits. Its strength lies in delivering innovative products and crop management solutions to farmers, enhancing crop productivity, reducing input consumption, and minimizing risks in crop production.
With a vision for sustainable rice agriculture that benefits farmers, consumers, and the planet, Savannah® prioritizes cutting-edge technologies to offer solutions like low-water cultivation and pest-resistant varieties, while considering local issues also. In line with this strategy, they launched the FullPage Rice Cropping Solution to help farmers achieve better yields with minimal investment. However, any new farming technology requires educating farmers and clearly explaining the benefits to encourage adoption.
The FullPage Rice Cropping Solution, integrating SmartRice genetics, SQUAD™ seed treatment, and herbicide tolerance, offers extensive weed control and higher productivity. It is highly suitable for direct-seeded rice (DSR), reducing costs and labour dependency by eliminating nursery needs and hand weeding, alongside minimizing greenhouse gas emissions and conserving water. It ensures effective weed management and crop safety, thereby enhancing productivity.
The campaign sought to introduce our client Savannah seeds’ groundbreaking agricultural innovation, “FullPage,” to farmers across several Indian states. The project aimed to revolutionize paddy cultivation by addressing long standing challenges faced by farmers and promoting sustainable farming practices.
The core campaign project involved deploying marketing vans across selected regions in Haryana (HR) and Punjab (PB) to capture leads over a period of 30 days, along with digital campaigns to achieve synergy. The initiative aimed to enhance market penetration and engage with potential customers directly through on-ground activities.
The primary objective was to build awareness and drive adoption of the FullPage concept among farmers and the trade community, along with generating the initial set of leads for driving product usage.
The campaign sought to tackle several critical issues:
The campaign strategically targeted select districts in:
While the primary focus was on paddy farmers in these regions, the initiative also engaged trade partners, distributors, retailers, and influential big farmers to create a comprehensive ecosystem of support for the new technology.
The FullPage campaign employed a multi-faceted, multi-lingual integrated approach, combining digital marketing with on-ground BTL activations. This integrated strategy ensured maximum reach and impact across various touchpoints. We stressed the convenience of paddy cultivation, overcoming the challenges by using the client’s innovative rice cropping solution.
The campaign slogan “Ab Kheti Bani Aasan, aapnao dhan ki kheti ka naya tarika” which loosely translates into “Now Farming Is Easy, adopt new technique of paddy cultivation” was the central focus of the campaign messaging, whether it was digital or BTL. Similar campaign creatives like “ Namumkin Abhi Mumkin Hai” (Impossible Is Possible Now) were used to generate the initial interest. Further the campaign expands the narrative to include the effect of FullPage cropping solution on the environment. Creatives with slogans like “Fullpage ki seedhi bijai se paryavaran par bura prabhav na ho!, 40% tak greenhouse utsarjan roke” which means “No negative impact on the environment from direct sowing of Full Page! reduce greenhouse gas emissions by up to 40%”, were used to highlight the positive effect on the environment when FullPage cropping solutions are adopted.
The campaign was structured into four distinct phases:
The overarching message is that these benefits offered by FullPage rice cropping solutions were considered impossible before, and thus the slogan – “Namumkin Abhi Mumkin Hai” (Impossible Is Possible Now).
This was followed by the revealer campaign phase.
2. Revealer Phase: the promised solution was revealed through the creatives that built concept awareness. using slogans and creatives, we highlighted solutions to paddy cultivation issues by using the FullPage cropping solution – “Complete farming on less water, FullPage saves water with new technology”, “Control the effects of weedicides, Saves Money with FullPage cropping technology”, “Get rid of labour issues, Dependence on labour reduced due to FullPage technology”, etc.
This was followed by the actual campaign, reinforced by an offline BTL campaign and with a focus on benefit linkage with product USPs.
3. Reinforcement Phase: Focused on lead generation and highlighted benefits such as positive effect on the environment, expense reduction on diesel and tractor maintenance charges, etc
This was supplemented by out-of-home BTL campaigns in agricultural markets (mandis) and along key village cluster routes, ensuring high visibility in relevant rural areas.
The multilingual digital strategy leveraged platforms such as Facebook to disseminate creative content, including static posts. These efforts were complemented by extensive below-the-line activities, including van activations in key locations like Yamunanagar, Pehowa, Batala, and Patiala. These on-ground events featured arena setups, one-on-one farmer engagements, and lead-generation activities.
Awareness and benefit messaging through gamification engagement was the main thrust of the BTL campaign.
The game’s engagement involved farmers rolling the dice to learn about the unique benefits that can be derived from using the FullPage cropping system. Each side of the dice listed a benefit with a curious “question-to-solution” statement instilling a wow element of the product benefits. The slogan of “ Namumkin Abhi Mumkin Hai” (Impossible Is Possible Now) created a sense of achievement amongst the farming community while showcasing the client’s product innovation strengths.
The winners of roll-a-dice games were felicitated with gifts, and selfies, proudly proclaiming “ I am also a FullPage Farmer” were clicked and distributed. This was done to ensure that the message was retained by the target audience.
Yamunanagar (HR)
Pehowa (HR)
Patiala (PB)
Each van reported 30 days of activity, indicating an intensive and sustained on-ground effort.
The project successfully captured a total of 7,326 leads across all locations, demonstrating the effectiveness of the direct engagement strategy in enhancing brand visibility and customer interaction.
In conclusion, the FullPage campaign demonstrates a well-orchestrated, multi-channel approach to introducing agricultural innovation. By addressing key farmer challenges and utilizing a mix of modern and traditional marketing methods, the campaign effectively engaged its target audience and generated significant interest in the new technology. The phased approach allowed for building curiosity, creating awareness, generating leads, and providing ongoing support, potentially setting the stage for widespread adoption of FullPage in paddy cultivation.
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.