Krishi Rath Yatra Rural Campaign for Government of MP

Client: M.P. Government
Project: Krishi Rath Yatra
Villages to be covered: 120+ Villages of M.P.
Media Deployed: Audio/Video presentation, Van, Standee, Boards


The agriculture sector in India is one of the significant contributors to the country’s GDP. With 50% of the nation’s workforce, the industry has excellent growth potential. But it is known that the agricultural sector is witnessing a rapid decline in production and income. 

The usage of age-old farming techniques, less awareness about the latest farming techniques, use of low-yield seeds, and lack of mechanization are a few issues our agricultural sector is witnessing.

To educate, inform, and motivate farmers about new farming techniques, the Government of Madhya Pradesh initiated a campaign called ‘Krishi Rath Yatra .’ The program’s main aim was one-to-one contact between farmers and agriculture scientists to discuss subjects like animal husbandry, set up horticulture, fisheries, etc.

With its rich experience in experiential marketing and rural branding, Ascent joined hands with the M.P. government to help them achieve its motive.


  1. Educate & Inform farmers about the latest farming techniques.
  2. Motivate farmers to use new farming techniques.
  3. Initiate One-to-One interaction between agriculture scientists and farmers.
  4. Penetrate maximum villages to disseminate the information


To ensure that the government’s initiative reaches maximum farmers, we conceptualized an effective A/V integrated communication approach. Since the total no. of villages we had to cover was huge, 120+ villages, we used vans as the medium to disseminate the message. A total of 34 vans were used, which were fully decorated and incorporated with Audio/Visual presentation.  Amidst fanfare and media glares, District Magistrate Shri M. K. Agarwal flagged off Krishi Rath Yatra.

Integrated rural marketing


The vans deployed for the campaign had exhibit panels and trained manpower to operate the presentation flawlessly. Each van covered 3 Gram Panchayats, where it covered every nook and corner announcing the T.G. about the Rath Yatra and different government schemes for farmers.

The van played announcements about the whole Krishi Rath Yatra and urged the farmers to assemble at a pre-defined venue. The venue was decorated with standees, and adequate seating arrangements were made for the gathering. 


The farmers were shown interactive and informative farming videos during the main event. The scientists present at the venue listened to the queries of farmers and educated them on various topics related to farming and related industries.

To propagate knowledge of newer technologies in agriculture, animal husbandry, dairy, and other allied areas to farmers, we deployed 34 vans equipped with A/V equipment and an exhibit panel along with promoters—district magistrate M. k. Agarwal flagged off Krishi Rath Yatra. 

Every day, three Gram Panchayat areas and their farmers were informed about new techniques for increasing productivity and yielding good crops. This activity included agricultural scientists and the government.




By the end of the initiative, which lasted for 21 days, more than 50,000 farmers were covered. The initiative, with the help of Ascent’s expertise, managed to touch 8 lacs farmers.

The objectives of the campaign were successfully achieved by us.

Rural congregation planning


Coverage GP


Total Blocks


Total villages covered


Total Vans


Total farmers reached

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