Pan Seeds is one of the leading rice seed companies in Eastern India. The company started its operation by marketing Jute Seeds and later made a foray into the rice seed business. The company promotes its seeds under the brand name “PAN.” The singular focus of the brand is to deliver “Quality Seed to the Farmer,” and the commitment to Quality has resulted in Pan Seeds being recognized by the farmers as a premium brand.
In collaboration with Ascent Group India, the company wanted to target the farmers of the Assam and West Bengal region through a campaign before the sowing season, which was the right time we struck the brand recall.
The objective was to increase brand and product awareness to facilitate engagement with the target group. The company also provided exciting schemes for retailers and farmers to generate more leads.
This was the dream of PAN to make every farmer Atmanirbhar, and it was highly committed to achieving its motive to align with the vision of the Atmanirbhar Bharat. Keeping this in mind, we initiated a campaign named ‘HAR KISAN BANE ATMA NIRBHAR, ZYADA PAIDAVAR, ZYADZ KHUSHHALI’; this encouraged the farmers to become more independent and self-reliant.
Acknowledged different promotion platforms
We laid down all the mediums by which we can do the promotion: Social media marketing, Webpages, Mobile marketing, Retailer connect, and Offline marketing.
A holistic platform was created in which different strategies were developed:
One of the most traditional and powerful kinds of mass advertising is van advertising. We mounted banners on vans in the proper places. Additionally, posters were applied to draw the attention of the audiences.
Creatives showing the USP of the product were posted in vernacular languages: Bengali and Assamese. The posts were designed to attract the target group and build interest in their minds.
Online mobile meets were organized for farmers around West Bengal and Assam districts to brief and connect them with the company’s professionals who cleared their doubts about the products and crops; this attracted them a lot as it was unique and convenient for them.
Our strategy of BUMPER DHAMAKA OFFER excited the farmer base and created more participation for the contest and avail cashback offer.
Retailers acted as a link between the company and farmers; therefore, a push strategy was used by providing the retailers with an attractive trade scheme that motivated them to push the product and generate further sales.
We created two easily accessible pages in regional languages with all the details of the offer and the information about the campaign.