After receiving a heart-warming response to the first phase, the campaign launched a video as part of the final phase. The campaign was conceptualised by Dentsu Aegis Network's WATConsult
BestMediaInfo Bureau | Mumbai | January 15, 2016
The #TweetToFarmer campaign by Mother Dairy has reached its final stages. The campaign was structured in two phases. The first phased commenced on Dr Verghese Kurien’s birth anniversary as a support to the National Dairy Development Board's (NDDB) campaign #FarmersFirst and is now in phase two. It concludes with an inspiring video.
Mother Dairy, established under the ‘Operation Flood’ programme and a wholly-owned subsidiary of NDDB, appreciated the efforts of farmers through #TweetToFarmer campaign in which urban India was successfully connected to rural farmers. The campaign was conceptualized and executed by WATConsult, a full service digital agency from the Dentsu Aegis Network.
The campaign was launched at 12 midnight on Dr Kurien’s birthday (November 26, 2015) on all social media platforms of Mother Dairy. The brand requested digital natives to tweet with the hashtag #TweetToFarmer as an appreciation of farmers’ efforts in a 5-day activity in phase one.
Speaking on the campaign, Mother Dairy Fruit & Vegetable's spokesperson said, “National Dairy Development Board initiated the campaign #FarmersFirst to boost support for the farmer community for their endless contribution in nation building. Supporting the cause, Mother Dairy celebrated Dr Kurien’s birth anniversary with a unique, engaging campaign #TweetToFarmer aimed to connect farmers, consumers and the nation at large. Fulfilling the cause, netizens poured their motivation for farmers acknowledging their role, which was overwhelmingly received by the farmers.”
Elaborating on the campaign, Rajiv Dingra, Founder & CEO, WATConsult, said, “We all are always grateful to the farmers of our country though we hardly get a chance to thank them. Being in the digital world makes it even more difficult. When Mother Dairy asked us to ideate a campaign for farmers we used this opportunity to the fullest. The team worked around the clock to make #TweetToFarmer campaign successful. Not only 39,000+ responses and 14,000+ shares but those smiles on farmers’ face after seeing the scrolls confirmed the campaign’s success.”
This phase generated over 1.3 million impressions. Many of the participants asked Mother Dairy how this appreciation is going to reach the farmers as many of them aren’t present on social media. So in phase two, best appreciation messages/tweets were hand delivered to the farmers on a customized scroll at Mother Dairy collection centres. The video highlights the expressions of the farmers after receiving the appreciation and how they work hard towards catering to the basic need of milk for their consumers.
Brand: Mother Dairy
Client: Abhijit Poddar
Digital agency: WATConsult
Founder & CEO: Rajiv Dingra
AVP Operations: Sahil Shah
Lead Account Manager: Shanu Jain
Social Media team: Niraj Jain, Aditya Verma, Aarya Shah, Percy Karat