Launch of Jai Kisan SeriesAb Kaam Jaisa, Tractor WaisaCase 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 13Village covered 6326Total Audience on Van 294239Pre-publicity and One-to-one interaction 632600Total Reach to consumers 926839Total Enquiries 26593Hot 4836Warm 3795Cold 17914Spot Booking 13Average participation for games 63260Brand Exposure 1204891Duration 10 Months

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