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.
Sources for Data Collection:
1 - 15,000 registered farmers who were already purchasing Mahadhan fertilisers.
2 - Data from multiple offline events conducted by dealers & Mahadhan representatives across the country and across the entire supply chain.
1 - We conducted on-the-ground surveys to understand farmers’ presence on the internet and their content preferences in terms of tonality & flavor.
2 -Questions like what style of videos appeal to farmers, how much pure educational content is consumed, and whether memes would work in rural India could only be answered post data-analysis of their consumption pattern.
3 - Using Facebook Audience Insights, we could analyse the volume of traffic present on the internet in the specific districts where the fertilizer was being supplied.
4 - Using Google Keyword Planner, we could analyse the monthly searches for people who were searching for relevant information on farming and utilization of fertilizers during the plant life.
Although many secondary research reports highlighted a poor state of affairs amongst farmers, there were various reports pointing towards a rapid expansion of the internet, social media and vernacular searches in rural India.
To reach out to the farmers, we decided to take a step back from fertilisers & crops and look at the perception within the community. Even with agriculture playing one of the largest roles in the Indian economy, we found that the vision behind the farming community and its perception is distinctly lacking in aspirational value. The campaign “Motha Swapna Bagha - Empower Your Dreams” aimed at bringing the pride of farming back to the community.
The idea fitted in with our goal to empower farmers with relevant information, the know-how of modern techniques and the knowledge they require to take informed decisions. It also had the added approach of appealing to the Gen Y in the farming community (who so are increasingly opting for opportunities outside farming) and encouraging them to bring the future to farming in India.With this idea, we were able to create a campaign that would appeal to them and that they were able to relate to, while meeting our end goals.
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.
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.