[vc_row][vc_column][vc_column_text]JK Seeds wanted to reach out to Cotton farmers in Maharashtra in a creative way, for their Indra Vajra BG II Cotton seeds. The salient feature of this product was that the final produce (Cotton Boll measured in weight) is heavier than any other seeds’ product.
Ascent, keeping this feature in mind, designed the creative concept – “Ye to bada bhari hai”.
The farmers needed to be educated about this benefit, at the same time educating them about the use of the original products and differentiate it from counterfeits.
Thus, a branded van with a see-saw setup was made, with Indra Vajra Cotton Boll placed on one side of the see-saw.
The anchor invited the audience to come and participate in the activity until they arrived at the activity site. Farmers were asked to raise the Cotton Boll mounted on a see-saw through engagement. The mechanism was set up in such a way that the participants couldn’t raise the Boll higher than 20-30 degrees. As a result, the concept “Ye Toh Bada Bhari Hai” was effectively communicated.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][image_carousel images=”13825,13826″ click_action=”light_box” autoplay=”true”][/vc_column][/vc_row]