New Holland takes TVC route to drive its tractors to rural India
The new TVC, conceptualised by Focus Circle, shows how farmers are embracing technology for a better life
Sohini Sen | Mumbai | August 1, 2013
New Holland Fiat (India), part of the CNH Global group, one of the world's leading agricultural and construction equipment manufacturing companies, has come up with a new campaign showcasing its tractor range. The 50-second TVC, conceptualised by Focus Circle, focuses on the integration of technology in the life of a farmer.
The TVC opens with a man driving a tractor to his home. Introduced as Ramlalji, he is shown as being extremely happy about his new purchase – a New Holland tractor. The voiceover declares how the tractor has progressed from being just a machine to a part of the family for Ramlalji. It goes on to show how he is now promoting the use of New Holland tractors in his village. The TVC then changes to showcase the features of the tractor range, including the horse power, the seating comfort and, finally, a higher produce in the fields.
Rahool Talukdhar, National Creative Director, Focus Circle, said, “Using the TVC to communicate to a niche audience was extremely stimulating. To understand a brand like New Holland which is one of the global leaders in its space, the core strategy and messaging enables us to build up connection with audiences leading to sustainable engagement unlike in a B2C segment. Besides, it's great to work with a brand that can give you the freedom of applying integrated services as the efforts can be synchronised well. The core objective of the campaign is to communicate to the direct and indirect audience that New Holland, being the pioneer in tractor technology, should be the only choice of every progressive farmer in the country.”
New Holland is the first brand in India to offer most appropriate mechanisation solutions to farmers. The company has been growing consistently in India. New Holland aims at customising and creating mass awareness through the digital platforms for effective impact and reach to the potential fraternity.
Highlighting the brief to the agency and the core objective, Seema Singh, GM - Corporate Communication, New Holland Fiat (India), said, “The agricultural sector in India is going through a transitional phase from traditional farming to mechanised farming, which is the need of the time due to various reasons such as labour shortage, need for faster crop cycles and quality foodgrain as an output of farming. To cater to this growing need of the segment requires a whole range of solutions that would ease agricultural operations. Observing the scope and the willingness of farmers to explore newer technology, we wanted to offer our global expertise to add value to the Indian agricultural sector. Searching for effective media to communicate the same to the direct and indirect audiences was a challenge. We jointly worked out an impactful roadmap with Focus to ensure that we are able to successfully achieve our business objective of creating a strong brand image and further strengthening it.”
Regarding the decision to make a TVC for a product category which is targeted at the rural audience, Purva Goswami, from the media planning team at Focus Circle, explained, "The target markets selected – North, Central and Western belts (Punjab, Haryana, Rajasthan, UP, MP , Gujarat and Maharashtra) – command almost 70 per cent of tractor sales in the country – with just the North comprising UP, Punjab and Haryana commanding almost 40 per cent of the entire share. This farming community, especially in North, is thriving, rich and is becoming more and more tech savvy. Rural India contributes towards 70 per cent of the population and 56 per cent of the income. The levels of media exposure have increased and more than 50 per cent increase in TV sets has been in rural India. Hence TV, especially regional, has become one of the very important mediums in their decision-making resulting in the medium becoming more and more crucial for media planners and advertisers. Therefore, in this case the idea was to exploit this medium effectively with an extremely focused communication.”
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