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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’
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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
The objectives of the communication strategy are “Khiladiyokekhiladi.”
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.
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 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.
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
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Posters were designed and applied in the target areas to make an immediate visual impact on the audience. Â
 We also distributed freebies (bags) among the audience to raise awareness among them and increase as much as possible sales.Â
Farmers touched
Total vans used
Total villages covered
Miss calls received
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.