Deepak Fertilizers & Petrochemicals Corporation Ltd. is among India’s leading producers of industrial chemicals and fertilizers. Smartchem Technologies Limited (STL), a wholly-owned subsidiary of DFPCL, is one of India’s largest and most renowned manufacturers of bulk and speciality fertilisers. The company's fertilisers are marketed under its flagship brand Mahadhan.

Challenges
01
Mahadhan has a network of 4500 dealers across India. However, they lacked top-of-the-mind recall among farmers, who were dependent upon distributors to supply them with the right brand.
02
Based on the current situation and market penetration, the brand was keen on moving from a commoditized product-offering company to one providing value-added solutions to the farming community.
Campaign & Execution

A 360º omnichannel closed-loop digital campaign. The idea was to leverage multiple channels and create at least 4-5 touch points every day with each farmer. Our touch points included Facebook, WhatsApp, Mobile App, IVR Calls, Website and Crop Seminars.

Mahadhan mobile app to guide farmers with their farming needs. Through the app, farmers can access information about crops and the different kinds of fertilisers needed to increase the yield of those crops. One of the most useful features of the app is the dosage calculator, which helps the farmer gauge the exact quantity and type of fertiliser required for his crop as per his land type.

The “Crop Information” feature - the most popular one on the app - provides information about land preparation, spacing and seed rate, crop nutrition, weed management, disease management, harvesting & post-harvesting measures, and more.

The app also provides the farmer with the nearest Mahadhan dealer location, live weather updates & sabji mandi prices so that he can take informed decisions in an otherwise unpredictable industry and market.

A mix of content buckets on the website & social media platforms, that included topics such as crop information, product information, importance of soil testing and balanced soil nutrition, to propagate information, in addition to engagement-oriented content such as innovative farming techniques, Did-You-Know Series and photo contests such as “Kheti Mein Aapka Saathi”.

Video content was leveraged in the form of testimonials from farmers & informative sessions by crop experts in the name of “Mahadhan ka Mahamantra” via the Facebook Live Platform.

A TVC in Hindi and other vernacular languages to generate widespread engagement and change the impression of farming being an underappreciated profession.

Results
Rs 0.03
Cost per engagement
70%
IVR recordings successfully communicated
6000+
Enquiries generated from farmers on social media, and answered in real time