Generally, people seek loans from near and dear ones, and after repeated borrowings, people become hesitant while asking for money. Most people are unaware of availing of loans from sources other than near and dear ones.
TVS Credit is committed to supporting the socio-economic development of a larger section of society and empowering customers in rural locations to realize their dreams. The customers can avail of the loan for agriculture, business, education, and other personal purposes.
It was imperative to disseminate knowledge for the product of TVS Credit and elaborate their marketing efforts. It allows rural people to experience the convenience of taking a loan at affordable interest rates and make TVS Credit their informed choice. Farmers always plan to have sufficient liquidity according to the sowing and harvesting seasons of Indian agricultural commodities. Tractors being a basic necessity of farmers, TVS credit initiated to provide loans on the tractor to farmers. In addition, agency business also needs to be boosted for better filtration and conversion of farmers in rural areas.
The brief by the client placed utmost importance on farmers with a tractor and suitable candidates for agency business. It sought ways to ensure full conversion of the same. In totality, the brief mandated to surround farmers with relevant outreach strategies to elicit favorable behavior.
After deliberating the brief with the client, Ascent has come up with the idea of “Samradhi ka Shubharambh” for loan products and “Mera Vyavsai Meri Pehchan” for agency business. The campaign was conceptualized to cater to farmers for loans and, at the same time, identify business agents. The integrated campaign started across MP, UP, and Rajasthan on 17th May 2016.
“Samradhi ka Shubharambh” aimed at providing a one-stop solution to farmers for deriving money through tractors and gaining high levels of prosperity. The solution offered a loan for farmers that can be availed on their Tractors; hence there is no need to see their near and dear ones. Moreover, the loan amount benefited from TVS Credit could be invested by farmers for multiple reasons or occasions that will fetch them prosperity.
An integrated activation approach was conceptualized to reach the target group, i.e., farmers. It has been linked with Tele calling (inbound & outbound), Brand activation, Posters & Print advertisements, and Direct interaction for better results. Different communication mediums ensured maximum reach to the target group.
The storytelling and hammer engagement game was initiated to communicate the ways of reaching prosperity, understand the wishes of farmers through TVS loans, and fetch prosperity in their lives. The realistic story of a farmer, the ups and downs of their life, financial security, tractor as a loan source have been communicated creatively and visually to engage the crowd. The activity was carried out further, under which people had to answer comic questions related to the story of a farmer. The communication strategy “Samradhi ka Shubharambh” was highly successful because of its clear message and positive vibes in the target market.
The giant replica of coconut was represented in the float to indicate the initiation of prosperity in the campaign. A jingle with catchy phrases was also played to create awareness in target areas. “Mera Vyavsai Meri Pehchan ”. The dedicated team of promoters communicated about Mera Vyayvsai, Meri Pehchaan, and ways of reaching prosperity through TVS credit.
The pre-campaign activity and direct contact program was conducted to create a strong base for the activity. The van activity has started and catered to a maximum number of farmers, interacted with them for agency business, and explained agency benefits through this program.
The concept was transformed into cohesive actions that deployed and synchronized different communication mediums to leverage the benefits to a maximum extent. The activity was carried forward extensively by segregating geographical areas into high potential, average potential, and low potential villages. The specialized phases, i.e., Pre-campaign, Main engagement, and Direct Contact program, were selected to cater to different needs of the market.
The extensive biker team in the direct contact program kick-started the program with a lot of buzz in target areas. The team researched specific areas and invited farmers on the theme of “Amantran Smaradhi ki Shuruvat ka” by meeting them at their doorsteps and other famous places.
The main purpose of this activity was to invite farmers, collect their contact numbers, put stickers on tractors, distribute leaflets, promote missed call numbers, and ultimately target footfalls in the main activity. The bikers covered specific target areas before 2 days of the main activity. In line with the pre-campaign activity, the main engagement round was conducted with a high excitement. The focus of the main activity was to engage a maximum number of farmers, entertain them, and educate them about the adoption of new ways to resolve their financial problems rather than asking from near and dear ones. The specific areas were covered with the selected theme of “Samradhi ka Shubhaarambh”& “Swa Rojgar Yojana.”
The main activity started with customized branding and jingles to catch a maximum number of eyeballs, and after greeting the audience, team members explained the activity and initiated the same. The qualifier round was the first engagement round, wherein an entertaining story of a farmer imbibing product features and usage was conveyed to the audience. The idea of storytelling was to make the audience realize the problem-solving mechanism of TVS Credit.
Along with the main engagement activity, another outlet was placed under the banner “Swa Rojgar,” and the self-employment program was explained to the audience.
Once the story was finished, the anchor asked a few interesting and comic questions about the story. People who answered these questions correctly qualified for the next main engagement round. The selected people were bifurcated according to their problem statements and offered solutions with the theme “Naariyal phod kar samasya ka samadhaan.”
The anchor asked about the financial problems of selected candidates, and the participants were invited to an engagement game. The anchor asked about the major financial problem of the contestant and asked them to hit that problem with a hammer. Once the button was hit with a hammer, a giant coconut broke, and a water fountain inside the coconut started the same way it does while breaking a real coconut. The coconut was broken only once within the engagement round.
After completing the main engagement round, the gratification was conducted by distributing key chains and vests to game winners.
The direct contact program was conducted to meet the target audience at their doorsteps, dissipate the desired information and encourage people for Samradhi ka Shubhaarambh with TVS credit.
The direct contact strategy was conducted at locations not covered in the main engagement activity.
“Samradhi ka Shubhaarambh” and “Swa Rojgar” were conducted extensively with huge manpower. The results were also scaled with data collection, mass responsive messages, missed call numbers, and central call centers. Ascent has delighted the audiences with its conceptualized campaign, so TVS Credit has also been popularized on a large scale.
There were 12 vans, 20 bikes, a 20-seater call center, and a team of 126 people. The central team of Ascent was lean and efficient in devising and implementing the campaign.