Summary
Honoring India's Farming Communities through Parachute Kalpavriksha - Striving to feed others regardless of harsh circumstances and with almost no representation in mainstream media, Indian farmers are unsung heroes
Challenge
Striving to feed others regardless of harsh circumstances and with almost no representation in mainstream media, Indian farmers are unsung heroes. Marico via NPO Parachute Kalpavriksha, aims to encourage people to acknowledge and show gratitude for this selfless spirit of farmers and inspire next generation to become new-age sons of the soil
Objective
Parachute is synonymous to nurturance and hence through this campaign, aim was to sensitize people and showcase gratitude to the ultimate nurturers - our dear farmers by celebrating their innate spirit of growth and nurturance. Marico desires to bring forward the inspirational stories of Indian farmers to the people of the country
Strategy
The intent was to not only sensitize consumers about the nurturing spirit of the farmers, but also express gratitude towards their undying efforts. We outlined a multi-pronged campaign to pay tribute and Support this cause. We curated an integrated campaign that highlighted these farmers as a source of influence on the topic within the community, this was boosted by earned and paid activities across digital, print, and social media. In second leg of the campaign, we launched special farmer edition packs of Parachute Advansed Gold, to bring the consumers a step closer to feel their stories in every pack Our tailored messaging with shorter videos for YouTube and unlocked longer format video inventories with Hotstar and Zee5, effectively helped establish our powerful message of ‘What we Nuture, grows' A successful collaboration with Brut India, one of India's largest social publishers, helped highlight our NPOs role in India's next-generation farmer's life in short yet engaging story across digital platforms. We collaborated with multiple Influencers known for their support to welfare causes. The montage and collaboration together successfully presented our message of "Sons of the Soil" to 15Mn unique users. As a part of the campaign, we also launched limited special edition real farmer packs
Data
Parachute is synonymous to nurturance and hence through this campaign, aim was to sensitize people and showcase gratitude to the ultimate nurturers - our dear farmers by celebrating their innate spirit of growth and nurturance. Marico desires to bring forward the inspirational stories of Indian farmers to the people of the country
Solution
Results
• 68% increase in inbound calls (tollfree number) from farmers for enrolment • Brand awareness increased by 14% • Reached 15Mn Unique Users with 26Mn Video Views • 120% leap in searches • Generated over 20 Cr PR value • Tapped over 2.4cr new-age consumers and witness a conversion rate of 4.83% and ROI of 115%
