The Background:

Corteva Agriscience is a global agricultural leader dedicated to enriching the lives of farmers through sustainable solutions in seeds, crop protection, and digital agriculture. In India, Corteva is working at the grassroots level to improve farm productivity and promote modern farming practices.

One of Corteva’s key focus areas is introducing high-quality silage crop varieties to Indian farmers—offering a reliable solution for year-round livestock nutrition. However, awareness about the right silage crops, their management, and benefits remains low among growers, particularly smallholder farmers with limited exposure to scientific methods.

To address this, Corteva launched the Silage School—a farmer-centric initiative aimed at educating growers about Corteva’s silage crop offerings and their on-ground benefits. The challenge was to translate technical information into simple, culturally resonant communication that would engage farmers and build trust in the Corteva brand.

Silage School

To develop a compelling and easy-to-understand communication campaign that educates farmers about Corteva’s silage crop varieties, promotes their adoption, and strengthens Corteva’s relationship with its target grower base through effective engagement.

Execution:

The campaign, conceptualized and executed by Tempest, focused on simplifying the communication of Corteva’s silage solutions through a well-rounded creative strategy:

1.Farmer-Friendly Presentation Design:

• A clean, visually rich PowerPoint presentation was created for use during the Silage School workshops.
• The slides introduced Corteva’s silage crop varieties, their agronomic benefits, and harvesting techniques using easy visuals and minimal text.
• Local language integration and real-farm imagery ensured relatability and better understanding

2.On-Ground Branding and Visual Consistency:

• Silage Banners were designed and displayed at the training venues to create a strong visual impact and align the learning environment with Corteva’s identity.
• These banners highlighted Corteva’s silage varieties and key benefits in a visually accessible format.

3.Merchandise for Recall and Utility:

• Custom-designed notebooks were distributed to all attendees—featuring branded messaging and space to take notes, encouraging continued learning post-event.
• Participation Certificates were handed out to build a sense of pride and recognition among farmers, while also reinforcing Corteva’s credibility.

4.Practical, Relatable Messaging:

• The content was structured to reflect real-world problems faced by farmers and how Corteva’s silage crops could provide viable solutions.
• Jargon-free storytelling and visual cues made the sessions engaging and digestible for farmers with varied literacy levels.

Result:

• Improved Farmer Awareness: The campaign successfully educated farmers on the benefits and management of Corteva’s silage crop varieties, resulting in greater product interest.
• Higher Engagement at Workshops: The visual tools and giveaways contributed to active participation and post-session discussions.
• Strengthened Brand Positioning: Corteva emerged as a trusted advisor and partner in silage crop education, building long-term affinity with its target audience.
• Positive Feedback and Word-of-Mouth: Farmers appreciated the clarity, simplicity, and practical relevance of the sessions, leading to organic outreach and trust within the community.

Conclusion:

The Silage School campaign is a testament to Corteva’s commitment to farmer-first innovation. By transforming complex agri-science into accessible, real-world knowledge through thoughtful design and communication, the campaign not only spread awareness about silage crop varieties but also reinforced Corteva’s leadership in advancing Indian agriculture.