Speaking about the objective of the activity, Jaya Kumari, Asst. Manager, Marketing Services, Shriram Fertilizers & Chemicals said: "The campaign 'Suraksha ki Sity' was started to create a hype in the potential mandis of paddy belts in Punjab and Haryana. For actual results however, we still need some time to determine the sales in terms of actual liquidation at the farmer's end."

Commenting on winning the mandate for this activation, Pradeep Yadav, Manager Strategic Planning & Development, Ascent Brand Communications said: "We have been working with Shriram Fertilizers for a year now. However, this was still a multi-agency pitch that we won against two other competing agencies. We were chosen because of the concept we came up with up, which was based on our understanding of the brand message."

This activity was carried out in mandis and catchment villages in both the states. The van was accompanied by two representatives from Shriram Fertilizers - a sales representative and a technical expert - and three from the agency, comprising of the anchor, a promoter and a supervisor.

Speaking about the concept, Yadav added: "The basic function of the CCC is to provide protection against pests and fungus. In line with the above premise, the creative strategy had to strike relevance and establish the idea that protection only comes with the Shriram range of CCC. Hence, the creative strategy proposed was 'Shriram Suraksha ki sity-jisne bajai, Faslon ki suraksha pai'."

During the first half of the day, the van went to the mandis, each of which had one primary dealer. The dealers would inaugurate the activity by saying a few words about the brand and the product and then, a round of engagement was conducted. In the second half of the day, the van went to the surrounding villages and further rounds of engagement were conducted. There were two rounds of engagement, the Qualifier round which highlighted the used of Insecticide - Shriram Buprofezin, which was primarily promoted through this engagement - and the Main game, wherein qualifying participants participated in a whistle blowing contest that established Shriram CCC as the ultimate solution provider against attack of pests in paddy crops.

In the first round, two participants would play a form of dumb charades. One person was blindfolded while the other guided him with a whistle to pick up certain standees containing the brand messages. For the second round, six winners from the first round competed against each other by representing one brand each and blowing the whistle in tune with the anchor. A whistle shaped table top watch was offered to the winners of the game, and the dealer as well, as a memento. A life-sized cutout of the campaign mascot was also placed at the respective outlets as a static reminder.

This activity engaged around 4,790 visitors, covered 30 mandis and generated around 1,079 leads. Approximately 3,185 gratifications were distributed, including consolation prizes for all the participants.