Pioneer Hi Bred International is the second largest seed company in the world and in India it is the leader in Maize Hybrid seeds. As a wholly owned subsidiary of DuPont, PHI Seeds is responding to a key global megatrend – increasing food production – in markets around the world.
Pioneer was looking at reinforcing its image as a research driven company that has the right product for the right acre. Its focus is on catering to specific needs of the farming community through products and services that helps the world increase quantity, quality and sustainable food supply.

Challenge:

The seed market that is cluttered with “me too” communication focused on high yields and high profits for the farmer by showing a happy farmer and a crop photograph. It was essential to position Pioneer Maize Hybrids with distinct USP, coming from a company that is research driven and value based.

Our Approach:

Seeds being a rural product where literacy levels are lower, we focused on creating a campaign with high visual content. Our aim was to create communication that could be understood without reading by anybody across India and if necessary, across the globe.

The following steps were taken to create the communication:

Step 1

Identifying a unique selling proposition (USP) of every hybrid ie the Unique benefit that the farmer could derive from the hybrid.

Step 2

Identify a visual element to represent the USP. This was a major challenge as the hybrids would be sold across geographies and we had to ensure that it was socially acceptable across the target markets.

Step 3

Create a 360 degrees’ campaign. Being a rural product, the main channel of communication would be direct contact with the farming community. Hence the focus was on use of the following:

• Posters

• Hoardings

• Dealer boards

• Point of purchase collarteral

• Films and Radio (wherever budget permitted)

• Below the line activities (Brand activation) like interactive games

Response:

The product campaigns were well received in the market due to its simple, effective and visually driven messages. The product campaigns of 2011 are now being extended as Phase 2 of the campaign in the coming agricultural season beginning from April 2012.

Awarded as Best Rural Marketing Campaign, By Brand Congress: