CMO Asia, an organization of Asia's top marketing executives and professionals, through their network, generate high level thought leadership and peer networking amongst decision makers across Asia. CMO Asia's National Award For Marketing Excellence was awarded to Parijat Industries on 6thJuly in Mumbai this year.
Thanks to better networking, the rural consumer today is spoilt for choice with access to multi-channel information to products and services. Like their urban counterparts, rural buyers aspire to purchase branded, high quality products.
According to the World Bank census of 2016, India consist of about 650,000 villages. These villages are inhabited by about 850 million consumers making up for about 67 percent of population and contributing around half of the country's Gross Domestic Product (GDP). Owing to a favorable changing consumption trend as well as the potential size of the market, rural India provides a large and attractive investment opportunity for private companies.
The year 2015, brought one of the most major whitefly attacks on the cotton belts of Punjab, causing an approximate loss of Rs. 4,200 crore.
In 2016, Parijat Industries came ready with a solution to take back to the farmers. Parijat's Daita, brought relief to the stricken crops and farmers alike; counteracting whitefly pest. Parijat's Daita, is an IGR product, and not a conventional insecticide. It works against all stages of white fly cycle, be it eggs, nymphs or adults.
The launch of Parijat's Daita was unique as far as rural marketing goes. In the cotton market, more than 30 launch events, across nine States covering 3,500 dealers and distributors within a span of 20 days was executed. From mesmerizing 3D TV commercials of the product; almost 200 LCD vans, 300 rural transport ads and jhankis; 20 feet cutouts in all major mandis; info-commercial audio-visual messages via WhatsApp; to cable TV ads dubbed in nine regional languages, product merchandise was distributed to approximately 5,000 dealers and farmers at the launch events. The entire campaign was executed in 35 Days, which gave a sensational visibility in the market during targeted months across India.
Parijat Industries and Little Red Car Films collaborated together in the launch of this campaign, and in acknowledgement of this success, Times Network presented Parijat Industries and Little Red Car Films, with the National Award For Marketing Excellence (Best Marketing Campaign For Rural Brand Development) for the campaign, Daita- Safed Makhi Ka Vanshnashak; last month at Taj Lands End, Bandra, Mumbai.
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The objective of The National Awards for Marketing Excellence is to pay tribute to marketers that possess a persuasive and trend-setting campaigns, thus reflecting the industry's innovative strength. Since its establishment, the competition has emerged as an effective instrument for participants and winners to position themselves and set their products apart from those of rivals.
"Effective communication right down to dealer and farmer interaction, for the agri input sector now requires a multi-channel combination of old and new media platforms, and that was our aim for our product Daita. We needed a lucid message going out, in multiple local languages and creation of awareness through several media channels, across the country in a very short span of time. We were able to meet this challenge and the team delivered with utmost alacrity."- R Venugopal, Director.