Devgen Retailer Meet on Wheels in RJ, HR, UP & MP

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Devgen Retailer Meet on Wheels in RJ, HR, UP & MP

[vc_row][vc_column][vc_column_text]Client: Devgen Seeds and Crops Technologies Pvt. Ltd.
Retailer Meet
Target Group:
Existing Retailers of Devgen
Rajasthan, Parts of Haryana, UP and MP.
31 days




Devgen aims to deliver the next green revolution in rice to growers that cultivate 60m ha rice in India and S.E. Asia. Devgen uses advanced biotechnology and molecular breeding technology to develop the Next Generation Hybrid Rice (NGHR) and crop protection solutions with a superior environmental profile.


Devgen wished to unleash its ,then ,soon to be launched pearl millet hybrid- Atheeva in an innovative fashion, staging a unique communication and marketing strategy. The target states comprised of Rajasthan, Parts of Haryana, UP and MP. As each brand experiences various phases of the Product Life Cycle. While the Introduction and Growth stage primarily focuses on the tenets of Demand Creation, brand awareness and Achieving Profitability, the Maturity stage, whereas, lays emphasis on the need for Product Development and enhancing the Brand-Consumer alliance. The growth in company-retailer relationship, introduction stage, needs to be maintained not only for the sake of the business economics, but also to ensure the same is able to stay more than just afloat in the competitive markets. For this premise to be a success, the preposition of organizing a Retailer Meet is very lucrative.


It helps generate a retailer push and keep the retailers motivated to stay with the company, also, keeping them updated about the new advancements undertaken by the company. Hence any such meet organized should be able to meet its agenda. While a Retailer Meet suffices to fulfill the requirement, it also has its own set of challenges which makes it a frantic affair to handle. To bring together all the retailers at a specified location, at one specified time and then providing them individual attention could be a tricky task and at times difficult to perform.




Ascent pitched forward the idea of organizing a Retailer Meet – an interactive do amongst retailers and Devgen, hence establishing a loop between the two. The concept of a Retailer Meet provides the platform and opportunity for retailers to come forward and lend their voice to the newly launched product, thus not only endorsing it but also encouraging the consumers to try it out.


Ascent aimed at conducting a hassle-free meet where all its Retailers from the targeted locationscould be contacted and focused upon individually. The basic intent behind the meet was to put a long lasting impact on their minds and enhance their trust on the company and brand. Since the targeted locations were rural areas, gathering all the retailers at one time was a majorconcern as convincing them to spend their precious time on the meet was a tough call.


Another obstacle was reaching out to all of the retailer base during the season in a limited period of time. Ascent devised the Big Idea, a meeting that could effectively address all of these issues while still meeting the needs of clients. Ascent came up with the creative and revolutionary concept of holding a Retailers Meet in a minibus (Tempo Traveller), where not only all of the retailers in the targeted area could be contacted, but each one could be targeted individually. Their ideas and questions will be dealt with individually, and they will be kept informed about the company and its goods.




To portray Devgen as a technologically advanced firm. To introduce the latest product to retailers. To educate retailers about the new product and raise awareness about it. Activation: A branded Tempo Traveller was stationed in various locations across Rajasthan, M.P., U.P., and Haryana for 31 days to help Devgen. The Van had an LCD TV and seating arrangement for the retailers. A storyline depicted Devgen’s system of seed cultivation on the van’s interior walls. Retailers were given a beautiful view of the same as a result of this.


The Tempo Traveller made visits in a number of villages and held Taluka-level meetings. Retailers from the taluka had been invited in advance. Before being seated in the Tempo Traveller, they were given a traditional Dholand Tilak and a turban.

Representatives from Devgen gave an official presentation on LCD TV about their new and newest products, as well as a speech in which they briefed retailers on various aspects of their product.

Vendor feedback and, if applicable, query handling were included. Retailers were given refreshments and gifts as the meeting came to a close.

This flow was followed at every taluka, and 3 -4 talukas on average were covered in a day. Challenges Met: This meet resolved many issues faced during a typical meet. The meet facilitated in getting in touch with all the retailers right before the pearl millet season started. It was a crucial to target all the TG at the right time and in right season. But the approach of going to the retailer with our offering, helped in unraveling it.
A cluster of 8-12 retailers at each taluka meant easy handling of all. Contact with all the retailers of each taluka resulted in focusing on and giving attention to every retailer individually by the company’s representatives.
The presence of all the retailers at the venue at the same time could have been a challenge which was solved as Tempo Traveller went to retailers and conducted meeting in the van, it was easy to approach them and convince them to be a part of the meet. As the retailer-meet was essentially only 30 minutes in duration, it meant that retailers could be part of the meet and business was undisturbed as usual.
The unique concept of going to the retailers and then conducting a meet proved successful. It accomplished the expansion of a motivated and more loyal retailer base for the company. The idea of conducting the meet at the dealer’s taluka meant that retailers could be convinced easily to be a part of the meet.
Since each meet only had 8–12 retailers, the campaign meant being able to meet all of the TG at the right time, giving each retailer individual attention, and saving money on expenses. If the number of retailers is limited and can be catered to individually, it is simple to clarify, update, and consider their needs.
This meet had all the elements of a successful event in it and promoted the product and ensured that the clients’ need of a hassle-free retailer meet and covering all the targeted TG in the right season was realized.


Activity Flow

Welcoming retailers with Dhol & Tilak and handing them Turban

Product presentation on LCD TV

speech by Devgen retailers about updated products

Q&A Session

Refreshments and handing over gifts


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