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DuPont is one of the world’s largest producers of chemicals and science-based products. They are using science and innovation to make the world a safer, healthier, and better place to live.
We planned their BTL initiative to reach out to farmers in Haryana and Punjab’s markets. It was a 15-day promotional campaign in Haryana and a 15-day campaign in Punjab to educate, train, and raise awareness about DuPont Algrip’s quality and productivity after use in the sector.
Our theme was AlgripNahi DuPont Algrip, which meant that you could use DuPont Algrip in your fields to keep weeds at bay. The operation influenced approximately 8600 farmers.
A total of 4 vehicles were employed to educate, train and generate awareness about the DuPont Algrip. We organized engagement rounds wherein winners were announced; also, there was gift distribution. Product testing in front of the TG was done, and MIO explained to the TG about the product.
Yehi hai Sach, as a creative strategy, outlines the nonchalant behavior of farmers when they go out to purchase generic herbicides, choosing to overlook quality, hence endangering their crop safety and yield.
The prevalent situation is that farmers take ‘chances’ when they opt for a generic herbicide. A sense of uncertainty hovers. ‘Algrip’ stands for assurance and quality. For farmers to imbibe the same belief, the engagement compelled the farmer into a ‘contrary state’, wherein he was first made to think about what really was wrong with his existing approach and then exposed to the “Truth.”
An event was organized where farmers gathered in numbers.
The MIO explained the Dupont Algrip product to the farmers.
The engagement activity was done as planned for the effective participation of farmers.
Gifts were distributed among the winners.
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.