Dhanuka Agritech educates farmers about right use of agro-chemicals
Created by Push Integrated Communications, a series of six commercials features Amitabh Bachchan who explains the various uses of its products
BestMediaInfo Bureau | Mumbai | June 22, 2016
Click on the image to watch the TVC.
With a promise of bringing world class agro-solutions to farmers across India, Dhanuka Agritech, one of India's leading Agrochemical Formulation Company, launched a series of television commercials featuring 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 commercials, created by Push Integrated, aptly depicts the farmers' belief on 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 Dhanuka products like Dhanzyme Gold, Max-soy, Mortar, Sakura and Cover for various types of crops.
The commercials show a farmer going to a temple or an astrologer or a palmist and is dependent on superstitions for his crop to yield better. That's when the actor comes in and tells them that Dhanuka's products are there for different types of problems and crops. They protect the crop from insects, giving a better yield.
In a corporate film, the actor says how Dhanuka's technology is trustworthy. Its tie-ups with Japanese and American companies give the farmer's international quality yield.
Commenting on the commercials, R G Agarwal, Group Chairman, Dhanuka Agritech Limited, said, “Since decades, the vision of Dhanuka Agritech Limited has been to bring about a 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.”
On choosing Amitabh Bachchan as their brand ambassador, Agarwal said, “Today's farmer immediately identifies with Amitabh Bachchan as a style icon. Bachchan is not only a versatile actor but also has a high degree of credibility and reliability. He was the perfect fit for Dhanuka and the messages the brand conveys.”
V A Shrikumar, Founder and CMD, Push Integrated Communications, said, “We wanted to create a campaign that directly connects with the Indian farmers. Agriculture is the backbone of our economy and crop failures have always impacted the growth momentum. From our deeper understanding of the farmer behaviour 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 among the farmers through these TVCs was an apt campaign which we could think of doing with Amitabh Bachchan.”
Dhanuka Agritech plans to go national with the commercial which will be telecast in all major national and regional channels from June 20, 2016.
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