Pioneer Hybrid Seeds , a Du-Pont Company and market leaders in hybrid seeds, assigned duties to Percept Out of Home to promote their range of corn seeds in the corn farming belts across 6 states viz. Karnataka, Andhra Pradesh, Madhya Pradesh, Rajasthan, Orissa and Chhattisgarh. The campaign launched on April 26, 2011 with an objective to reach out to farmers across 2,230 villages during the season and communicate the brand attributes to them by engaging a team of promoters, supported by counseling sessions on the yield benefits versus the price.
Percept Out of Home used specially designed Tata Ace vans, deployed with inbuilt LCD screen and acoustics to showcase the product promotion film and involved the audiences with interactive brand games such as puzzles, hooplas and ‘pin the corn’ followed by playing memorable audio jingles and distributing exciting freebies. Vital feedback was then collected and handed over to the marketing team of PHI for further execution.
Commenting on the activity Sanjay Pareek, President, Percept Out-of-Home said,” One of Percept Out of Home – Rural vertical‘s focus industry is Agriculture and Farm Products, as they are truly the only Rural products and there is no overlap with the urban TG. Therefore the Rural communication task is more focused as there is no overlap with the mass media.”
Elaborated Pradeep Pattnaik, Manager Marketing Services, PHI Seeds, “Percept OOH’s presence has given us an edge in the campaign as well as against the competitor. We are thankful to the Rural Vertical of Percept Out of Home for their untiring implementation of the campaign in the difficult Terrance of our markets and during the peak of the season.”
Percept Out-of-Home concluded the campaign successfully, spreading the message across effectively to the set target audience and building a strong brand recall.