The Background:

Syngenta has been a global name in agricultural innovation for over 90 years. In India, it formally began its operations in 2001 and introduced its powerful NK brand, which has since become synonymous with high-performance hybrid seeds, particularly in the corn segment. Over the past two decades, the NK brand has built a reputation rooted in quality, consistent yields, and trust, forming an unbreakable bond with Indian farmers.

As Syngenta India entered its 25th year of operations in 2025, the milestone provided a unique opportunity to celebrate this legacy, refresh the brand story, and reaffirm NK’s relevance in the evolving agricultural landscape. It was time to go beyond “trust” — the campaign aimed to reposition NK as a symbol of belief, identity, and category leadership.

Aim:

The primary objectives of the 25-year celebration campaign were to:

• Reinforce NK’s leadership in the Indian agri-input industry by building an emotional and strategic connect with stakeholders.
• Celebrate the legacy of 25 successful years through storytelling that resonates with farmers.
• Highlight the consistency, performance, and innovation NK has delivered across generations of farmers.
• Drive top-of-mind recall and build a deeper belief system around NK’s offerings in both tropical and subtropical farming zones.
• Activate a 360-degree integrated campaign involving visual identity, field engagement, digital presence, and emotional storytelling.

Execution:

A comprehensive and multi-layered campaign was designed with the following components:

1.Key Visual Identity (KV) and Print Creative:

• The mainline creative showcased the tagline “25 साल से सफल, NK फसल”, placed within a celebratory emblem, surrounded by golden corn and grain motifs.
• The visual integrated product packs of NK Hybrid Rice to reinforce product focus and credibility.
• The line “आपका विश्वास, हमारी पहचान” (Your trust, our identity) created a powerful emotional anchor, symbolizing the two-way relationship between the brand and its farmer community.
• Smiling farmer portraits formed the backdrop, representing the diversity, loyalty, and satisfaction of users across India.

2.Brand Film – A Tribute to 25 Years:

• A dedicated brand film was conceptualized and produced to encapsulate NK’s 25-year journey
• The film showcased real stories of farmers, distributors, and Syngenta’s internal teams — weaving together a narrative of hard work, innovation, and shared dreams.
• The tone was both nostalgic and forward-looking, blending archival visuals, product evolution, and farmer interviews with a cinematic style.
• This film became the emotional centerpiece of the campaign and was amplified across digital platforms, events, and field meetings.

3.On-Ground Activations:

• Field engagement tools such as banners, standees, posters, and hoardings were rolled out in rural and semi-urban areas
• Retailer micro stories were captured as short videos to highlight long-term partnerships.
• Farmer engagement games and storytelling booths were set up in high-footfall agri zones to foster interaction and participation.

4.Digital & Social Media Rollout:

• The campaign extended to digital platforms with regional-language content, farmer testimonials, and celebration posts.
• The brand film and KV were adapted for social media, reaching both existing and new-age progressive farmers.
• Digital collaterals were made to complement on-ground efforts, ensuring seamless storytelling across all touchpoints.

5.Consistency in Brand Language:

• The tone of the campaign established a leadership position while remaining friendly and rooted.
• Every communication retained Syngenta’s visual look and feel, ensuring consistency in identity and professionalism across media.

Result:

• The campaign became a celebratory benchmark for the NK brand and a defining moment in Syngenta India’s legacy.
• The brand film garnered strong emotional response, bringing to life 25 years of effort, loyalty, and impact — told through the eyes of those who experienced it.
• The campaign successfully transitioned NK from a performance-led brand to an identity-led brand, cementing its place in the hearts of Indian farmers.
• The campaign created a solid platform for year-long celebrations, setting the tone for future on-ground events, digital series, and new product narratives under the NK umbrella.
• The campaign reinforced Syngenta’s role as the market leader and trusted growth partner in the Indian agriculture sector beyond just corn — now covering hybrid rice and a complete product portfolio.