Role of Advertising in

Marketing Agri Inputs

By
R V RAJAN
Anugrah Madison Advertising P Ltd.
Chennai
 Farmers
• Illiterates but with lot of common sense
• Impact of technology
 Farmers
• Value for money
• High involvement
• Consultation
 PERCENT OF FARMERS ACCESSING
MODERN TECHNOLOGY BY SOURCE
Any source 40.4

Ot hers 1.7

Credit agency 1.8

Out put buyers 2.3

Primary co-operat ive societ y 3.6

NGO/ privat e agency 0.6

Farmers' st udy t our 0.2

Ot her progressive f armers 16.7

Input Dealer 13.1

Government Demonst rat ion 2.0

Village Fair 2.0

Newspaper 7.0

Radio 13.0

Television 9.3

Ext ension worker 5.7

Krishi Vigyan Kendra 0.7

Training Programme 0.9

0 5 10 15 20 25 30 35 40 45
 Ideal Media Strategy for
Reaching Rural Audiences
R Rural Cinema
U
Mass Media
R Radio
Plus Opinion A
TV
Leaders L
Direct Marketing
M Direct
Efforts
A marketing
S efforts using
S unconventional
E media or
S Focused Events
 Farmers
• Simple people
• Understand simple and direct
communication
 Farmer
• Not in a hurry
• Sunday is not a holiday for farmers
• So, take your time communicating
• Longer duration spots
 Communication
• Relate to specific problems, needs,
aspirations and hopes
• Slice of life stories
• Local testimonials
• Importance of demonstration
• ‘Touch & Feel’ of the product
 Farmers
• Perception, tradition, values vary from state
• In some cases from region to region within
a state
• Understand simple analogies
 Examples
• MRF Bullock Cart Tyres
• Tafe Tractors
MRF TAFE
Coromandel Fertilizers
 Background
• Gromor a household name and the leading
brand of fertilizer in AP
• Generations have used the product and
prospered
• However, lower awareness among the
younger generation
 Task
• To promote the brand among the new
generation farmers
• In 2000 to 5000 population strata villages
 Strategy
• Involve the youth in an interesting activity
• Communicate the brand message through a
sports activity
 The Concept

Gromor Kreedotsavam
Gromor
 Rural India
• A dynamic place
• Need to develop the right communication
package
• Invest in the long term