Launch of Jai Kisan Series
Ab Kaam Jaisa, Tractor Waisa
Case Study
Campaign Background
• Recognizing the various and hugely differentiated needs of
today's Indian farmer, Escorts has introduced its new 'Jai Kisan
Series' of tractors.
• There were 63 variants of tractors under the Farmtrac and
Powertrac brands, suited to different geographies and
applications across India.
• 'Jai Kisan Series' focuses on maximizing farmer productivity by
providing differentiated products (solutions) that are well
suited to agricultural, haulage, infrastructure as well as
specialized applications.
Launch of new Jai Kisan series
• Activity Background: The plan was to start with a big bang
launch with a complete ATL & BTL presence to maximize the
reach.
• BTL task was to create awareness about its new series
ValueMaxx, AgMaxx, LoadMaxx, SuperMaxx and InfraMaxx in
the deep rural market and help to drive footfalls at the
dealerships, fuel demands in the targeted masses& push
sales.
• Approach: A move from product to solution selling
• Media solution: D&B designed a combination of various
interactive solutions to educate rural India
Campaign Show reel
Campaign coverage
Total States
Village covered
Total Audience on Van
Pre-publicity and One-to-one interaction
Total Reach to consumers
Total Enquiries
Hot
Warm
Cold
Spot Booking
Average participation for games
Brand Exposure
Duration
13
6326
294239
632600
926839
26593
4836
3795
17914
13
63260
1204891
10 Months
THANKS