Total Oil India (Elf) launches Tractagri

| Marketing | July 7, 2011 | News

Total Oil India Ltd. (Elf) launched Tractagri, a new product targeted specifically at the tractors in the rural markets from March to May. To promote the launch, there were road shows held on Tata 407 vans. Key markets targeted in this activity were Maharashtra, Karnataka, Andhra Pradesh, Tamil Nadu, West Bengal and Orissa. This event was executed by RW Promotions.


As part of the execution, a van holding a supervisor, two promoters, a magician, a mimicry artist and a skit artist was parked at a predetermined location with the guidance of local dealers. The activity began with a 20 minute jig. After a considerable crowd had gathered, a film portraying the features and benefits of the product were shown to the audience through an LCD on the van. This was followed by a story telling session by the magician. After asking relevant questions and initiating replies from the public, the concerned sales person was called on stage to launch the product.


Speaking about the campaign, Sameer Bahaddar, Assistant Manager, Corporate Communications, Elf Oil India said: "The most common practice among villagers is to use the same engine oil meant for four wheel vehicles in tractors, which in-turn disturbs the shelf life of the tractor engine.Tractagri is engine oil specific to tractors only. Further, we are planning to target this product in other rural markets such as Rajasthan, Uttar Pradesh, Bihar and others."


Commenting on the initiative, Venkatesh Srinivasan, Director, RW Promotions said: "We have been associated with Elf Oil India for three years and have been managing various rural campaigns for them. The brief given to us was to do something which could establish an emotional connect with the target audience who were tractor and truck drivers, dealers, retailers, and also those people who do not use the product. In addition to the activity, we had also arranged for an eye checkup camp to attract consumers."

This event, which was executed by RW Promotions, was targeted specifically at the rural market.

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