SeedWorks Dhanyavad Yatra Campaign on Hybrid Rice bags ‘Best Marketing Campaign for Rural Brand Development’ at Rural Marketing Awards organized by CMO Asia held at Taj Lands End, Mumbai on February 14, 2019
About the Campaign: Our Rice Hybrid US 312 enjoys the pole position with more than 25% market share in the states of Madhya Pradesh, Chhattisgarh and Gujarat and is the most popular brand among farming community since more than a decade. It is an established brand in these markets with huge satisfied customer base.
With the dual objective of showcasing our product strength and conducting Product Differentiation Activities in a unique way and to reach maximum number of farmers we conceptualised “Dhanyavad Yatra” in the states of MP, Chhattisgarh and Gujarat
It was an innovative campaign conducted for the first time in rice seeds industry. SeedWorks team greeted thank you personally to all its user farmers.
we fabricated vans with our unique brand message “मुझे नंबर-1 हाइब्रिड धान बनाने के लिए धन्यवाद, मैं आपको बेहतर पैदावार का वादा करता हूँ” so that the farmer can remember us.
Use of Folk media and Mascot also created an emotional connect between the brand and the farmer.
The campaign received an overwhelming response from the farmers and channel partners and created a buzz in the market place and competition. With this campaign we have covered more than 1000 villages and 5000 farmers in a months’ time.
It was the first time in the hybrid rice industry that a hybrid has come to their door and thanked them personally.