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A Case Against Counterfeits – Dupont CoragenBeyond-Metro

Rural and small town marketing

03Counterfeiting of the product had become a big problem with DuPont and was eroding their brand value. DuPont devised a strategy of SMS & telemarketing to counter the problem, but in vain, as the counterfeits also started using the same serial numbers.

Finally, the solution was found in a hologram named IZON, which enable the farmers to ensure the authenticity of the product while tilting the product case.

Ascent devised a strategy, 100% Nishchint Kisan – Jab Milaye Binduon ke Nishan, based on IZON.

Phase 1

An engagement strategy was devised wherein a life size pack of Coragen was made in wooden with holes so that balls can pop up in the structure. Our trained anchors ensured that the structure be tilted same way it has to be tilted to check the authenticity of the product and the ball would pop up, showing how the dots would be visible on the pack. Before the engagement starts, farmers were made thorough with the process of identification and more importantly the product. So our anchor, with the life size replica of product, would set a dialogue with farmers and communicate them about the product. Hence forth, the aforementioned engagement was done.

Phase 2

Further superimposition of authenticity process was carried out for the purpose of education farmers on SMS authentication of the product being purchased. Hence the theme, Kyuki Jaanch Hai Mumkin, Isliye Nakal Namumkin. A large size mobile phone cutout was made with the SMS number mentioned on that. After ice breaking with the farmers, a KBC like game was played with the farmers, where farmers identified from the first visual identification of authentic pack were selected. The 3 participants are asked to send an SMS to the dummy mobile number and a beep sound confirms that the SMS is sent. The response is explained to the farmers. Then, the farmers are asked 3 questions related to the process and the winner is given the title of 100% Nischint Kisan. At the end, the entire procedure is explained through a dummy call & dummy SMS.

The activity happened in Maharashtra, Andhra Pradesh, West Bengal & Karnataka. A total of 1 month campaign was done for each phase.