Savannah Seeds – "Kheti Ke Daav-Pench" Integrated Farmer Engagement Campaign
Campaign Brief
Following the remarkable success of its previous integrated rural marketing initiative, Savannah Seeds once again partnered with Ascent Brand Communication to deepen its engagement with progressive paddy farmers across key agricultural markets.
The earlier campaign successfully established strong awareness for SAVA 7301 and SAVA 7501, positioning the hybrids as high-yielding rice seed varieties that deliver greater productivity and improved farmer profitability.
Building on this momentum, the new campaign shifted its focus from product awareness to meaningful farmer engagement. Through immersive on-ground experiences, interactive learning modules, and educational activities, the campaign aimed to strengthen farmers’ understanding of modern agricultural practices while reinforcing Savannah Seeds’ commitment to supporting profitable and sustainable farming.The campaign was brought to life under the powerful brand message:
“Yahi Hai Sahi, Kyunki Zyada Ka Hai Bharosa.”
Campaign Challenge
Although awareness of hybrid rice seeds had increased, many farmers continued relying on traditional cultivation practices and were hesitant to adopt improved seed technologies.
The challenge was to:
- Increase product consideration among progressive farmers.
- Make agricultural education simple and engaging.
- Drive meaningful farmer participation rather than passive attendance.
- Create stronger brand recall through experiential learning. Integrate digital engagement with rural on-ground activations.
Campaign Objectives
- Educate farmers about SAVA 7301 and SAVA 7501.
- Demonstrate the benefits of quality seed selection.
- Increase farmer participation through interactive experiences.
- Generate qualified farmer leads.
- Enhance digital engagement using mobile technology.
- Strengthen Savannah’s relationship with rural farming communities.
BIG IDEA
Rather than relying on conventional product demonstrations, we recognized that farmers learn best through active participation and real-life engagement. Inspired by India’s traditional Dangal culture, we transformed agricultural education into an exciting competitive experience where every farming practice became a strategic “Daav” (Winning Move) toward higher productivity and greater profitability.
By blending education, entertainment, friendly competition, and technology-led interactions, the campaign created a highly engaging learning environment. This unique approach not only simplified technical agricultural knowledge but also made every interaction memorable, encouraging stronger participation, better knowledge retention, and greater confidence in adopting improved farming practices.
Campaign Concept
Aao Seekhen Kheti Ke Daav-Pench
The campaign recreated the excitement of a traditional wrestling arena while teaching modern farming techniques.
Every activity represented an important agricultural practice from choosing the right seeds to crop management helping farmers understand that success in farming comes from making the right decisions at every stage.
The concept converted complex agricultural information into fun, interactive experiences that encouraged participation and knowledge retention.
Campaign Execution
Village Mobilization
Kheti Ke Daav-Pench Activity
The flagship activity featured a giant wrestling-themed game mat where farmers rolled oversized dice.
Each move represented an agricultural “Daav” carrying important farming knowledge such as:
- Selecting quality seeds
- Scientific cultivation practices
- Yield improvement techniques
- Better crop management
The gamified format kept farmers engaged while delivering educational messages naturally.
Final Round -Quiz
Qualified participants entered a buzzer-based quiz challenge where they answered questions related to:
- Rice cultivation
- Crop protection
- Pest management
- Agricultural practices
- Savannah products
The fast-paced format made learning exciting while rewarding knowledgeable farmers.
Winner Recognition
Top-performing farmers received branded merchandise as recognition for their participation and agricultural knowledge, creating positive brand associations and motivating wider participation.
Selfie & Engagement Zone
A specially designed Pahalwan Selfie Point became one of the campaign’s biggest attractions. Featuring life-size wrestler cut-outs inspired by the Dangal theme, it encouraged farmers to capture memorable photographs and celebrate their participation. Beyond creating an engaging experience, the selfie point generated organic campaign visibility, strengthened brand recall, and encouraged participants to share their experiences within their communities.
Augmented Reality Experience
The campaign extended beyond physical activities through an immersive AR experience.Farmers scanned campaign creatives using their mobile phones to unlock animated content that reinforced key product and farming messages.The technology-driven experience generated excitement while introducing digital engagement among rural audiences.
Mobile-Based Farmer Journey
Following the AR experience, farmers participated in a mobile interface where they:
- Answered agriculture-related questions.
- Reinforced campaign learning.
- Accessed branded digital experiences.
- Captured themed selfies.
This ensured engagement continued even after the on-ground activity concluded.
Retail Branding
Retail agri-input outlets across all campaign villages were branded with campaign banners, ensuring continuous visibility throughout the campaign period.
Since these stores are regular touchpoints for farmers, the branding reinforced key campaign messages and encouraged greater participation.
Campaign Results
The campaign delivered exceptional engagement across the target region:
- FARMER FOOTFALL 5663
- FARMER LEAD CAPTURED 3492
- VILLAGES COVERED 182
- QR CODE SCANS 126
Key Achievements
- Successfully engaged more than 5,600 farmers.
- Generated 3,492 qualified farmer leads.
- Strengthened awareness of SAVA 7301 and SAVA 7501.
- Increased product consideration through interactive education.
- Successfully blended digital innovation with rural activation.
- Enhanced Savannah’s visibility across target villages.
- Created memorable brand experiences through gamification and AR technology.
- Reinforced Savannah’s commitment to progressive farming and improved agricultural productivity.
Conclusion
The “Kheti Ke Daav-Pench” campaign demonstrated how experiential rural marketing can transform traditional product communication into meaningful farmer engagement.
By combining local cultural relevance, gamification, digital innovation, and educational content, Ascent Brand Communication created an immersive campaign that not only increased awareness of Savannah’s hybrid rice seed varieties but also strengthened trust, encouraged knowledge sharing, and built lasting relationships with progressive farmers.
The campaign successfully proved that when education is delivered through engaging experiences, farmers participate more actively, remember key messages longer, and develop stronger confidence in adopting modern agricultural solutions.
