JK Seeds wanted to reach out to Cotton farmers in Maharashtra in a creative way, for their Indra Vajra BG II Cotton seeds. The salient feature of this product was that the final produce (Cotton Boll measured in weight) is heavier than any other seeds’ product.
Ascent, keeping this feature in mind, designed the creative concept – “Ye to bada bhari hai”.
The farmers needed to be educated about this benefit, at the same time educating them about the use of original product and differentiate it from counterfeits.
Thus, a branded van with a see-saw setup was made, with Indra Vajra Cotton Boll placed on one side of the see-saw.
After reaching the activity location, the anchor would invite the crowd to come and participate in the activity. Through engagement, the farmers were asked to lift the Cotton Boll placed on see-saw. The mechanism was mode such, that the participants were not able to lift the Boll more that 20-30 degree. Hence the concept “Ye Toh Bada Bhari Hai” was properly conveyed.