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Rural and small town marketing

Tarakki ka Chunav – Dupont CoragenBeyond-Metro

A BTL van campaign was designed for DuPont Coragen to aim at the villages and sugar mills in West Uttar Pradesh.

To save farmers from cyclical problems, DuPont wanted to take Coragen to farmers with assurance of guaranteed performance. The projected communication of progress was spearheaded by those (users) who have their moment of truth guiding others (non user) to come over the hitch and chose/elect DuPont Coragen.

The following were the objectives to be achieved out of the campaign:

  • To Aware farmers that DuPont Coragen doesn’t affect the Quality & Valuation Part Of the Crops
  • To command Top of the mind recall for long duration control , yield i.e. height, girth & length
  • To explicitly orient the users about DuPont Coragen application/usage methodology

Activity Flow

Pre Election Rally (Aao Milkar Karein tarakki ka chunav)- On the heels of Chunav, rallies are common place, with dhol- dhamaka, slogan chants colored with pla cards. Our efforts was to recreate the same scene. During our rally if we spot User then we will ask them to lead the rally.

Felicitation (Apno ne dikhai rahein, hum kaise tarakki payein)- Users Showed the way for non user to come forward to become part of the ongoing progress. We then, had to rope in the non user to believe the same. Tarakki Ka Chunav as our activation idea invited non users to become part of the “Progress”.

Pre Engagement (Bindu Milayen, Nishchint Ho jayen)- Anchor illustrative the functioning of Izon label on the product bottle, by tilting it in prescribed manner. The participants have to memorize the pattern of tilting and the respective dots and drop a Ball into that particular console. The one, who finishes the task fastest, would stand out as a winner.

Main Engagement ( Tarakki ka Chunav)- 4 participants begin and move dice. Moving forward on the wooden plank depends upon sequential attainment of 1, 3 and 5 digit on dice i. e, the key messages of DuPont Coragen And 2,4 or 6 digit have drawbacks, Will thus wont let participants move forward. The participant who reaches first was announced the winner. He walks away with the flag of progress

Drench Application ( Jaane kaise karein Prayog)- The anchor talks about the drench app demo then MIO ready to start position on the van platform begin the demo. Anchor highlights the key action during the demo. Besides during engagement the point of usage methodology comes the anchor then diverts everybody’s attention to standees.

Testimonial Vedios on LCD (Tarakki ki Kahani, Apno ki Zubani)- After an Qualifier round we showed the farmers Testimonial videos of user farmers who already experienced the Coragen in their fields.

Freebies Distribution ( Inhone Kiya Tarakki ka Chunav)- The person who wins the Main Engagement round will get the freebies.

Name Plate Installation ( Apno ne lagai, Apni Tarakki ki pehchan)- In the end the team along with Dhol and User farmer go to his resident to install the name plate to add more buzz.

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