[vc_row][vc_column][vc_column_text]India’s seed industry has evolved to become the sixth largest in the world. It is growing faster than the global growth rate. India has spearheaded the introduction of new technology. The role of hybrids enhancing productivity is now widely acknowledged.
Hybrid technology fits well for a second green revolution in food grain production which is a must to meet the challenges of a rapidly growing population. The efficiency of other Agriculture Inputs such as Fertilizers, Pesticides, and irrigation is largely determined by the quality of seeds which accounts for 20-25% of Productivity. It is, therefore imperative that quality seeds of appropriate characteristics are made available to Farmers.
JK Agri genetics is one of the oldest and largest private sector companies concentrating on research and development, production, processing and marketing of hybrid seeds. The company has been offering JK 1947 Bt Cotton in the northern cotton belt comprising of Punjab, Haryana & Rajasthan.
These three states account for 18% of the total cotton production.
Stakes were high. The brief called for a pre-season activation that required to touch-base with farmers in a way that results in sales. To club it with our understanding of the given market which suggested a clutter-breaking approach as the range of promotional schemes and activities sprung up during the pre-season.
In our quest to find out the insights to lay a solid foundation of the activation we were first hooked to the name of the brand i.e. JK Seeds 1947 Bt Cotton. Further study revealed that the brand successfully fights against CCLV a disease widespread in cotton. Another set of benefits includes early maturity, better valuation, and pest control.
1947 is remembered for one and only one reason. Freedom. The year 1947 witnessed India attaining freedom and marked the end of India’s struggle for freedom. The Hardship that we as a nation sustained holds vivid memory in the minds of the masses. The good times that India is enjoying have been the outcome of the same. Freedom after all is the birthright of every individual on this planet.
On the same line, JK Seeds 1947 BT is another proposition filled with the freedom that every cotton-growing farmer aspires to have i. e. freedom to have inspected free crop, freedom to have crop early, freedom to have another crop etc.
Thus the campaign idea of Azadi ke Beej was formulated, which directly pitched to the freedom of farmers, that they want in term of getting a hassle-free cotton crop.
OBJECTIVES:
The following were the objectives to be achieved from the campaign:
- To reach out to farmers with the key message of Ajadi Ke Beej
- To Activation them on the key message
- To Drive them to the retailer in their catchment area
Concept and Activity Concept
AjadiKeBeej pitches the very idea of freedom that a farmer aspires in terms of realizing a hassle free cotton crop. On the contrary, inferences were to live with the problem.We needed to translate it into meaningful and cohesive concept.
Before farmers could relate the projected claim of hassle free crop, they were first needed to be reminded about the pain areas.The response from farmers would inevitably hint towards JK 1947 BT Cotton as the only viable option.
The other area to look at was the missing link between pre season and season. It was indeed crucial. We cracked a concept that interestingly broke the clutter and activated the farmer. The underlining trigger was to get a response from farmersthat could compel them to go with JK 1947 BT Cotton. Thus, makes them realize the very idea of freedom.
Expressing freedom came in the form of a video shoot where farmers were determinately made to talk about the pain points. The same video was edited and given to farmer back at the time of sale season. This has served as a push cum reminder for farmers.
Activity
The concept was carried out with the help of two vans and the key was to get the desired response from farmers. To achieve this, farmers were put at ease and were oriented about JK 1947.
Anchor did manage the job tactically. The gimmick of video camera and the other paraphernalia took care of attracting farmers. Once the farmers were in ample, we started an engagement console (flipper) which made farmers relieved from pain points andpersuaded them to choose JK Seeds 1947.
After having qualified through flipper, farmers would now have time of their life. In a camera frenzy gimmick, farmers were asked to share their opinion on the hassle of growing cotton and challenges of the same.
There was a camera on tripod and our van served as the perfect backdrop for the video shot. After shooting the video, field team would keep passing on the raw files and Ascent back office team was editing the video and ensured that all the Video CDs of farmer reaches retail outlet of that catchment area.
By the time sales window started, all the shot video reached their designated outlets in a CD format so that farmers could have their video. A round of tele-calling was done to let farmers know that VCDs are now available at retail outlet.
Once the farmers arrived at retail point, the retailer pushed JK Seeds 1947 to farmers and converted them into sales. Amplification and Scale (pre and post activity) The activation relied majorly on the video shoot and post distribution of the same.
Amassing more videos eventually resulted in more CD being made. This was like amagic spell as the idea was to increase the reach with the focus on desired response from farmers so that a large number of them are in gamut of sales conversion.
Prerequisite for a video shoot or rather qualified video shoot was the content. The content should explicitly state the scope for JK 1947. Now next in line was how to make good use of CD.Since through this farmers were waiting to watch themselves on the video, we needed to amplify the pull. CD had 3 parts. First, JK Seeds to build farmer’s confidence about the brand. Next was the video of farmers.
Lastly an animated JK 1947 short film that entertainingly reminds farmers about JK 1947 and “AjadiKeBeej”. The third piece in the CD was further tailored to become a 15 sec TV ad which was aired in the given 3 states through 2 leading news channels. The TV ad perfectly filled the vacuum between pre season and season.
Above all the pre season van activation too was widespread in its reach and has been on for 67 van days across340 villages. These villages were primarily from 10 districts of Punjab(Mansa, Abhor,Muktsar , Fazilka&Bhatinda), Haryana (Hisar, Fatehabad, Sirsa)& Rajasthan.
Our idea of taking a video camera sensationalized the whole approach. Farmers, in turn, associated with itconsidering it a serious effort to look into their problems by JK Seeds. This is because camera crew is majorly seen as News media team. Some set of farmers released their anguish over bad performing brandsin front of the camera.
Once the video CDs were made available at retail outlets,atele-calling team trained in regional language got it touch with farmers and informed them about the CDs. They also pitched the JK 1947 to farmers as a reminder.
Results
The whole concept was bang on. It helped JK seeds double the revenue from the state as shared by the client. Doubling of turnover also attributed for the efforts being put up by company official on their part. To be specific about the results, the activation managed 16412 farmers in total. Out of whom only 6400 took part in the pre qualifier i. e. an engagement console (flipper).
The qualified farmers turned out to be 4814. The team thus went on to shoot a total of 4814 videos. Out of which 3200 were processed on the account of quality. Those who were part of the activation recognised the pain points and hoped to get rid of them.AjadiKeBeej was very well related, decoded. They also acknowledged JK 1947 as the solution to their pain points.
During the activation, some of the existing JK 1947 farmers were spotted, who without hesitation went on to recommend the brand. It has indeed given our brand more substance and left other farmers feeling confident about the same.
Once the availability of video CD was announced, farmers in next 25 days walked in retail outlets and claimed their CD. Retailers made most of this opportunity. We could henceforth achieve the objective of driving farmers to retail outlet in their catchment area.
The third piece in the CD was further tailored to become a 15 sec TV ad which was aired in the given 3 states through 2 leading news channels. The TV ad perfectly filled the vacuum between pre-season and season.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][image_carousel images=”13849,13850,13851,13852,13853,13854,13855″ click_action=”light_box”][/vc_column][/vc_row]
