Brand: Mahindra First Choice
Lead Agency: Isobar India
Mahindra First Choice wanted to reach out to farmers in Rajasthan to educate them about subsidized tractor loans provided by Mahindra First Choice. While the objective was to communicate their subsidized loans to the farmers, there were very few methods to reach out to this media dark audience apart from on ground activations which tend to be quite exhaustive and expensive for a short stint in only one region of India.
To overcome the challenge of getting in touch with the farmers, MFC wanted to experiment with new avenues to promote tractor loan offers which would help increase inquires and engagement apart from their on-ground activations and other marketing strategies.
Given that 68 per cent of India's population is rural and agriculture is the main source of livelihood for 58 per cent of the population, the role of reaching out to them via mediums they are well versed with, became our primary task. TRAI and other related reports revealed that with a mobile service subscriber base of 498 million in rural areas as on August 2017, farmers have moved towards mobile devices to research on farming solutions and receive relevant information on agricultural trends, real time weather updates, farming techniques and financial support.