MxMIndia

Tag: Dhanuka Agritech Limited

  • Dhanuka Agritech Limited plans to go national with the TVC's being telecasted in all major national and regional channels, starting 20th June

    Dhanuka Agritech appoints Big B to spread brand awareness

    By A Correspondent

     

    With its promise of bringing world class agro-solutions to farmers, Dhanuka Agritech Limited has launched a series of television commercials featuring superstar Amitabh Bachchan. For years Dhanuka Agritech Limited (DAL) has been at the forefront of educating and spreading awareness about the right and judicious use of agro-chemicals.

     

    A series of six TVCs, created by PUSH Integrated aptly depicts the farmer’s belief in astrologers and clairvoyants for predicting future cultivation and dependence on god for protecting their crops from destruction. The commercials portray Amitabh Bachchan as a rural man who guides the farmers to use the products including Dhanzyme Gold, MAX-SOY, Mortar, Sakura and Cover on various crops.

     

    Commenting on the new TVC, R.G.Agarwal, Group Chairman, Dhanuka Agritech Limited, said “Since decades, the vision of Dhanuka Agritech Limited has been to bring about progressive change in the lives of Indian farmers through dedicated knowledge-driven and development-related activities. This new campaign is a further step in educating the farmers on the importance of use of agro-chemicals for a profitable yield.”

     

    V A Shrikumar, Founder and CMD, PUSH Integrated Communications Pvt. Ltd. said, “We wanted to create a campaign that directly connects with the Indian farmers. Since agriculture is the backbone of our economy and crop failures have always impacted the growth momentum. From our deeper understanding of the farmer behavior we found out most of the farmers in India still rely on superstitious and old school beliefs are applied to farming. Also from Dhanuka’s perspective, the brand relies on top scientific research round the clock and they come out with solutions that will help the farmer achieve a high yield. Educating and spreading awareness amongst the farmers through these TVCs was an apt campaign which we could think of doing with Mr. Amitabh Bachchan.”

     

  • The account was awarded to Push on the strength of its strategic and creative excellence

    Push Integrated wins creative mandate for Dhanuka Agritech Limited

    By A Correspondent

     

    Dhanuka Agritech Ltd has awarded the creative duties and the entire gamut of integrated communications mandate to Push Integrated Communications Pvt. Ltd. The account was awarded to Push on the strength of its strategic and creative excellence.

     

    The work for Dhanuka Agritech will encompass product and corporate communication, rural branding in the form of campaigns and collaterals as well as internal communication and branding. In the coming months, Push Integrated will also conceptualize and produce bespoke films for the company. The mandate will provide a perfect platform for the agency to explore rural marketing and gain critical insights into rural India. The Dhanuka account will be serviced from the Bengaluru & Mumbai offices of the Agency.

     

    Sharing his thoughts on the association, Ashok Mahajan, Senior General Manager, Dhanuka Agritech added: “Push Integrated brings wholistic solutions to a marketing challenge. Their team brings on board a brand of communications that will empower our product narrative within the farming community across the nation. They bring in unique insights that help us connect with the farmer as well as our marketing channels. To add to this, they have a great working relationship with our brand ambassador, Mr. Amitabh Bachchan.”

     

    Commenting on winning the mandate, Anil Rajgopal, Chief Executive Officer of Push Integrated Communications said, “Dhanuka Agritech is a company that empowers the ‘engine of our economy’, the farming community. A company whose products help the farmers maximize their yield; a company whose credibility is built on protecting the interests of our farmers. More than a business win, I view this as an honour. This is an opportunity to converse with the farmers through the might of Dhanuka’s product lines; and an opportunity to spread the aura and ethical standards of a noble enterprise. And to team up with the indomitable, inspiring and iconic Mr. Amitabh Bachchan!! This is a huge responsibility.”

     

    With a strong product portfolio of over 80 brands with 100 per cent domestic sales, Dhanuka Agritech’s products are used by over 10 million farmers across India. It has the second largest rural distribution network in India with over 8,600 direct dealers selling to over 80,000 retailers. Mr. Amitabh Bachchan is the Dhanuka Brand Ambassador.