Ascent Brand Comm Touches 1 Lac Farmers with Samradhi ka Shubharambh Campaign for TVS Credit
by Shantanu Jain Marketing | November 23, 2016 | Feature
Ascent Brand Communications TVS Credit
It is often said that a conscious brand identifies the need of the customers and tries to fulfil them, and TVS Credit has been doing the same in Rural India. The finance company recently partnered with Ascent Brand Communication Pvt. Ltd. to run a rural marketing campaign that extended to over 5000 villages and touched more than 1 lac tractor farmers across the states of Madhya Pradesh (MP), Uttar Pradesh (UP) and Rajasthan in a short span of 60 days. The campaign ran for two months in the states of MP, UP and Rajasthan and helped the brand TVS Credit to generate 20,537 leads in total.
The campaign saw the introduction of a loan scheme to farmers in the targeted states through an integrated rural campaign “TVS Samradhi ka Shubharambh” and agent business through a supporting campaign coined as “Mera Vyavsai Meri Pehchan”.
TVS Samradhi ka Shubharambh
The loan scheme marketed by brand TVS aims at relieving Indian farmers from their liquidity woes and assisting them in the duration between the sowing and reaping season. A farmer is free to utilize the amount for the purchase of a tractor or other necessary equipment, while suggestions and advice are provided by the brand, with no restriction being placed on the consumption of the borrowed amount.
To market this service, Ascent Brand Communications devised a unique and rather innovative way to put the idea forward. The agency came up with a “Hammer Game” in which the crowd participated in with much excitement. The game included breaking a coconut with a hammer and it was followed by a Q&A session later.
The games ended with the distribution of solutions to selected farmers with the tagline “Naariyal Phod Kar Samasya ka Samadhaan”. The vintage notion of good luck for new ventures came to life with a giant replica of a coconut and new ground was broken when attendees were given access to a hammer replica and a button to aim it at.
The farmers and their families participated in the game and storytelling with many able to relate the game experience to their personal lives.
Mera Vyavsai Meri Pehchan
Another vertical of the campaign Mera Vyavsai Meri Pehchan was dedicated towards creating awareness about the products and the company among its agents to create lasting and successful business relationships.
Both the campaigns conceptualized and executed by Ascent Brand Communication saw an outstanding response from the audience who were enticed with the new implementation ideas and found fun was the best way to be informed of such useful products. The success of the project was not just reflected in the number of leads collected but also in the quantum of inquiries received.
Speaking to EVENTFAQS about the campaign, Shailendra Chauhan, CEO, Ascent Brand Communication gave credit to the passion and commitment of his core team and the support of 126 others who made the campaign a reality. He elucidated, “The campaign was really challenging as we were not activating a tangible product. We also undertook a pre-campaign event called ‘Amantran Smaradhi ki Shuruvatka’ under which our team visited the homes of farmers to discuss their problems to get a better idea about their problems. The campaign was a perfect blend of conceptualization and innovation and yielded results never expected before.”
Talking about challenges faced, Chauhan elaborated that executing large size campaigns where a massive chunk of population should be covered in short span of time is a mammoth job. This campaign could not have been done without an excellent operations team like us along with the support of the client.
The campaign extended to over 5000 villages and touched more than 1 lac tractor farmers across the states of Madhya Pradesh (MP), Uttar Pradesh (UP) and Rajasthan in a short span of 60 days