TAFE (Tractors and Farm Equipment): Become a farm friend

This case study explains how TAFE, India's second largest farm equipment manufacturer, brought a real change in the life of its consumers, the farmers, by launching India's first citizen-led farmer-support campaign called #BeaFarmDost (BeaFarmFriend).

TAFE (Tractors and Farm Equipment): Become a farm friend

Navonil Chatterjee, Rujuta Pendharkar Singh and Hari Desikan

Executive Summary

This is a case of how TAFE, India's second largest farm equipment manufacturer, brought a real change in the life of its consumers, the farmers.

Despite the fact that 70% of India lives in its villages, the agriculture sector has lost out on the development witnessed in urban India. Adverse economic and social conditions have lately driven scores of Indian farmers to suicide. But the plight of farmers has largely been ignored by government and citizens alike.

TAFE, instead of organizing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands