Western UP is a sugarcane growing belt of country, and hence a lucrative market for insecticides. However, the issue of counterfeits has become a big problem for all the major players.
Bayer Crop Science is one of the biggest players in insecticides industry and hence wanted to overcome the issue of counterfeiting of its products that it was facing.
To address the issue, Ascent came up with the concept of “Sach ki Adalat”.
The main idea in designing this concept was to educate farmers about the identification of trust seal given in the original Bayer products. The activity, with a unique setup educated the farmers about mannerism in which an original product can be identified.
The activity was designed into 2 phases:
- “Kya Hai Sach” – the qualifier round
- “Sach Ki Adalat” – the main engagement
“Kya Hai Sach”
Once the setup is done and considerable crowd is gathered, the participants are asked to strike the force machine with a hammer. The person whose strike registers maximum force would qualify for the next round.
“Sach Ki Adalat”
An innovative setup of a court room is made on the van. The participating farmers are asked a few questions about the features of an original reagent, which are judged as true or false. The user of original Bayer reagent wins over the farmer using counterfeit. After this round, our anchor, dressed as a lawyer, explains the entire procedure of identifying the original reagent. Finally, the participants are gratified.
The activity happened in the sugarcane rich Muzzafarnagar, Saharanpur, Meerut, Bulandshahar & Moradabad districts of Uttar Pradesh.