Shriram's Weedicide Razor Innovative Rural Campaign

Brief

Madhya Pradesh produces the most soybeans in India, driving up weedicide demand. The market remains competitive, with a few dominant brands increasing their market share. These brands have more market traction, and farmers have used them for years.

The brief stated that the product should not be entered into a competition or boast about its superior quality. Instead, divert farmers’ attention by developing a one-of-a-kind communication campaign for the brand Shriram Razor. A pilot activity was suggested with a van campaign as a medium for two districts – Dhar & Harda.

Challenges and Step Plan

Since the campaign was planned for the mid-Rabi season, it wasn’t easy to catch the farmers in one place, as they would be in their fields. Thus, a step plan was devised.

Step 1: Key opinion leaders and potential farmers (based on land holding) were identified. Also, the place of doing the activity was decided.

Step 2: After zeroing in on the list, the farmers were given personalized invitations to attend the activity by visiting their fields.

Step 3: The activity concluded with the invited farmers being engaged and, finally, a lucky draw happening at the location.

Concept

Ascent created a memorable campaign called “Dimag Ki Ghanti Bajao.” Dimag Ki Ghanti is a term used in rural areas to describe one’s mental presence and intelligence. The aim was to establish a class of farmers who were aware of their surroundings and intelligent, i.e., their Dimag Ki Ghanti Bajti Hai.

Activity

A schematic engagement was planned, where the farmers were invited to a pre-decided location in a target village. Also, the farmers of nearby villages were invited. The engagement had 2 rounds, a qualifier, and the main engagement.

In the qualifier round, the farmers were interactively made aware of what they should look at in Shriram Razor and its applications. This engagement intended to feed the TG’s mind with the differentiators of Razor as follows:

Long-lasting effect
Fights against 8 kinds of weeds
Gets absorbed in leaves and roots to provide the double effect.
Unfailing control

These features were communicated through a cue card-driven wheel. Participants would pick up one cue card and then will move to spin the wheel. The wheel also had the same differentiator as in the cue card. The 4 participants having the matching cue card with the wheel qualified for the main engagement round.

Main engagement was planned to attain the campaign objective after having briefed participants about Shriram Razor. Ascent lets participants bajao their Dimag Ki Ghanti.

There were a total of 5 bells mounted on the standees. 4 of them were hosting Shriram Razor Differentiator, and Anchor handled 1 with the message of Dimag Ki Ghanti Bajao – Shriram Razor Apnao. After that, all four participants were required to ring their bell in tune with Anchor, and whosoever missed doing so was out of the game. This means their Dimaag Ki Ghanti Nahi bajti Hai.

Through the schematic engagement, we touched and sent our message across to 1458 participants (both finalists and qualifiers). Of these, 51 were the winners and walked away with a Ghanti made of stainless steel.

Also, 1407 participants who could reach the qualifier were given away key chains.

Results

We covered 115 villages in 32 van days. Out of 115 villages, 32 were main villages, whereas the other villages were touched upon through pre-activity.

The activity saw an average of 191 farmers/day for 32 van days campaigns, with 2211 leads generated with their contact details. These leads were passed onto the client for further action.

Both the target locations had stock constraints, and the launched campaign was more to make farmers aware and check their response to Shriram razor.

Overall planned activity created a good top-of-the-mind recall. The client approved the same based on their post-activity audit.

villages covered

days

farmers per day

total leads generated