The Background:

Out of every 5 tomatoes consumed in India, 3 are products of Syngenta. The brand offers a diverse portfolio of 24 hybrids across 6 segments.

Despite being the undisputed leader in tomatoes, the brand faced a key challenge: how do you communicate leadership across different hybrids while communicating the value the brand adds in farmers’ lives?

Objective

Syngenta needed a single, powerful umbrella idea that could:

• Unite its diverse tomato portfolio
• Speak to farmers, traders, vendors, and consumers alike
• Reinforce Syngenta as the default choice for tomatoes in India

In a nutshell, the brand wished to showcase that there’s an ideal Syngenta tomato hybrid for every farmer’s needs.

Execution

1. STRATEGIC THOUGHT

Syngenta has a wide variety of offerings that cater to all the requirements of farmers, like climate, season, taste, shape, and harvest duration among others.

No matter what farmers need, Syngenta has a solution that will fulfill their expectations and help them prosper.

This fact led to the insight: Syngenta doesn’t just sell tomato seeds; it solves tomato problems across regions, seasons, and needs. The key emotion that it offers is “satisfaction”.

So instead of talking about individual hybrids, the brand decided to own a bigger truth: no matter the requirement, there is a Syngenta tomato that will “satisfy” your needs.

2. CREATIVE IDEA

Har Kisaan Ka Samadhan

3. TARGET AUDIENCE

Primary: Tomato growers

Secondary: Vendors, distributors, household and commercial consumers and the entire agriculture community.

4. BRAND FILM

• Instead of taking a ‘brand-first’ route, the film followed a ‘consumer-first’ approach.
• It began by showcasing the difference Syngenta’s tomato hybrids have made in the lives of farmers by sharing real stories.
• Pivoting from impact to information, the film highlighted specific hybrids suited to different growing conditions.
• The tone of the film was not boastful, but confident, inspiring, and empowering—making consumers feel like they were part of the story.
• This approach helped firmly establish Syngenta’s impact as well as its promise.

Result

The campaign successfully reinforced Syngenta’s leadership and trust among tomato growers across India. The simple yet powerful idea — “Har Kisaan Ka Samadhan” — resonated deeply with farmers, celebrating Syngenta as the one brand that understands and supports every grower’s unique need. By uniting all hybrids under a single creative