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Malav Seeds Rural Marketing Campaign for their Onion Seeds

Client: Malav Seeds Pvt Ltd
Product Category: Vegetable Seeds
Target Markets: Madhya Pradesh & Rajasthan
Coverage: Ratlam, Neemuch, Mandsaur, Jhalavar, Chittorgarh, Udaipur, Bhilwara, and Kota
Media Deployment: Van with branding, Engagement Game, Leaflets, Posters, etc.

About Malav Seeds

 

One of the most prominent seed companies in India, Malav Seeds, was founded by Mr. S.K.Jain, CMD, in the early ’70s. Since the beginning, the company has been committed to producing quality seeds. Their commitment leads them to provide all kinds of seeds to the farmers per their requirements. No doubt that the farmers appreciate Malav’s Products and realize their seed is ‘Quality Seed at better Prices’

Campaign Introduction

 

This BTL campaign attempts to reach out to the farmers in Madhya Pradesh and Rajasthan markets, covering Ratlam, Neemuch, and Mandsaur in MP and Jhalawar, Chittorgarh, Udaipur, Bhilwara, and Kota districts in Rajasthan. It was a promotional campaign of 25 Days that focused on villages that had good potential and numbers of farmers growing onions. To educate the farmers about the range of seeds that Malav has and its feature

Objective


The objectives of the communication strategy are “Khiladiyokekhiladi.”

  1. Building awareness about the range of Malav in onion seeds
  2. Explain to them the benefits and features of the seed range available.
  3. To acquaint the farmers with the help of engagement.

Challenges

  • Malav seeds have a wide range of onion seeds, and it has been enjoying the lion’s share in the markets of MP and RJ. It has got good acceptance of Nasik N 53 among farmers. Still, at the same time, despite all good quality and research, another range of onion seeds is not being accepted by farmers out of unawareness and non-popularity.
  • Farmers in Nasik know N 53 as the only brand for which Malav seeds and others remain unnoticed and unaccepted.

Campaign and Connect with Cricket

  • Cricket is a religion in India, celebrated across caste, creed, and geography. It connects with urban and rural people equally across age brackets.

  • At the time of IPL, its fever multi-folds, and everybody wants to get into it and enjoy it.

Leveraging cricket as the favorite of people, a range of products will be represented as strong performers/players of malav seeds, which can help farmers score high as per their requirement by selecting different types of performers (among a wide range of seeds) for desired output.

Our Activity

Rural data management


Teams worked 8 villages per day in contrast to 6 villages and 8 hrs working. Working more than that in the summer was challenging and exhausting.

 

Game engagement

Game engagement played an essential role in the hot summers. Also, people came forward to play and enjoy the game and received information about the product. The game comes out as a winning proposition that excited people enough to play, leaving behind the age constraint. It made people get the idea of a wide range of products from Malav for the first time.

Missed Call Number

It was good to rope in missed calls as an added medium utilized by farmers whether participating in engagement or not. Had there been no provision of missed call no. We would not have been able to get other nos. and the facility of getting this continuously if it’s extended to help farmers and maintain the communication level and relationship for a long-term basis

Posters Applications

 

Posters were designed and applied in the target areas to make an immediate visual impact on the audience.  

Freebies Distribution

 We also distributed freebies (bags) among the audience to raise awareness among them and increase as much as possible sales. 

Rural distribution planning

Results

25

Activity days

9000+

Farmers touched

3

Total vans used

12000+

Kms travelled

480+

Total villages covered

770

Miss calls received

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