Explaining the purpose of the event, Amit Trikha, Business Head Rice (Seeds and Traits), Bayer said: "We wanted to hold an event just before the start of sale season to help in brand recall and create a hype at the market place. Our aim is to enhance hybrid rice adoption in targeted geographies while creating awareness about the hybrid rice (Arize). We believe that if the message is communicated by a star celebrity, it brings more weightage to the communication."

Speaking about the execution, Sylvester Chaves, Managing Director, Niche Events and Promotions said: "Bayer CropScience wanted to connect with the farmers at the grass root level, with the help of a celebrity. We arranged for four live performances by Bhojpuri actor, Ravi Kishan, who is very popular in that region. Around 35,000 attended the event at each venue."

The four live, non-ticket events were organized back to back. Ravi Kishan and his dance troupe, a live orchestra and a local standup comedian performed at the event. To create awareness of the product, the emcee and the celebrity on board spoke about its benefits.

Niche Events' role involved coordinating with Ravi Kishan and his troupe, obtaining permissions from local authorities, maintaining security at the venue, fabrication of the stage, and managing crowds using different barricading materials, as well as taking care of the travel of the troupe.