Farmer campaigns
Crop-wise and season-wise campaigns aimed at the person who actually uses the product, in the language they read.
Industry specialism
Agrochemical Advertising Agency
An advertising agency that has spent close to twenty years on agri-input brands - where the audience is a farmer, the gatekeeper is a dealer, and half the artwork is decided by a regulator.
- Since 2006
- 12+ agri-input brands
- Marathi, Hindi & regional
- Regulated artwork
Industry specialism
This category does not work like consumer advertising
Selling a pesticide is not selling a soap. The person who uses it is a farmer who will judge it on last season's result and on what the dealer says. The person who decides whether it is on the shelf is that dealer. The person who can stop the whole campaign is a regulator with a view on what the label must say.
An agency that has not worked in the category tends to solve the first problem beautifully and lose on the other two: a lovely campaign, a statutory panel squeezed into a corner it was never approved in, and dealer material that arrives after the season has started.
We have been producing this work since 2006 for Indofil Industries, Gharda Chemicals, PI Industries, Jivagro, Hemani Industries, Albaugh, Sulphur Mills, Sumil Chemical, Mahindra Summit, Agrinos, Heranba Industries and Jaishil Sulphur & Chemical. The whole portfolio is farmer-facing: crop-wise leaflets, danglers, dealer boards, cutout stands, pack labels and cartons.
Industry specialism
The season is the deadline, and it does not move
Kharif and rabi do not slip because artwork approval took an extra week. A leaflet that reaches a dealer after sowing has started is waste paper, however good it is.
So planning runs backwards from the season. Label and leaflet artwork goes into approval early, because approval time is the one part of the schedule nobody controls. Regional-language versions are set in parallel rather than sequentially. Dealer kits are made up per outlet in advance and held, so dispatch is a day's work rather than a fortnight's.
This is also why we ask about the crop and the geography in the first conversation. A campaign for cotton in Vidarbha and one for grapes in Nashik have different windows, different languages and different dealer structures.
Industry specialism
Language is not translation
Most agri-input material has to exist in Marathi and Hindi at minimum, often in several more. Running English copy through a translator and dropping it into the same layout produces material that is technically correct and reads like a form.
Each language version is typeset in its own right - line breaks, hyphenation, the size a Devanagari face needs to stay legible at leaflet size, and the fact that the same sentence is not the same length twice. Where a claim is regulated, the approved wording is used exactly and is not re-worded to fit.
We also keep the versions as one artwork family, so a correction to the master propagates rather than being fixed in four files by four people.
What we produce
What this covers
Dealer & retailer branding
Boards, danglers, counter units and cutout stands for the shop where the buying decision is made.
Regulated label artwork
Pesticide, insecticide, herbicide and fertiliser labels with the statutory panel treated as fixed artwork.
Packaging & cartons
Mono cartons and outer packs printed to hold colour across a season's production.
Field & demo material
Demonstration plot boards, field-day material, banners and farmer-meeting collateral.
Product photography
Packshots and field photography, shot here, so every piece in the campaign uses the same image set.
How it runs
From brief to delivery
- 1
Crop, geography and season
Which crop, which belt, which window - before anything else, because it decides the language, the dealer structure and the deadline.
- 2
Campaign and artwork master
One concept, one master artwork family, with the statutory content placed first and the branding built around it.
- 3
Language versions and approval
Regional versions typeset in parallel; regulated wording used verbatim and checked again at proof.
- 4
Print, kit and dispatch
Printed here, kitted per dealer, dispatched to reach the field before the season does.
Questions
Common questions
Do you work with agri-input companies specifically?
Almost entirely. Twelve agrochemical and agri-input brands make up the bulk of the portfolio, and the whole body of work is farmer-facing.
Can you handle regulated label artwork?
Yes. The statutory panel, caution content, batch details and antidote statement are treated as fixed artwork, laid out where they were approved and checked again at proof stage.
Which languages can you produce?
Marathi, Hindi, English and other regional languages, including multi-language panels on a single label or leaflet. Each version is typeset properly rather than dropped into an English layout.
How early should we start before a season?
Earlier than most people plan for. Approval time is the unpredictable part; if artwork goes in early the rest of the schedule is controllable.
Can you dispatch directly to our dealers?
Yes. Material is kitted per outlet here and dispatched, so a dealer receives their own set.
Do you do the photography as well?
Yes - packshots and field photography in-house, so the whole campaign uses one consistent image set.
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