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Presentation on Escorts Inverter Tractor Campaign Ab Roshni Se Seencho. Desh ki Buniyaad, Desh ka Pehla Inverter Tractor1The Inverter Tractor is a simple value add that makes a significant / quantum impact on the quality of life of the farmer. Marketing objective is two fold:A) To leverage and derive maximum mileage from the "life changing" innovation for gaining positive WOM and Image makeover (in medium and weak areas) and enhanced brand image (in strong areas).B) Utilize this value add to gain direct sales advantage - peddle this strong USP to gain additional sales volumes.

Marketing Objective22To be positioned as a product that enhances the quality of life for the farmer & his family by Lighting up his life

The underlying fact, being : Indias 1st Inverter Tractor

Positioning 33BuyerLarger and medium size farmersWith pucca or semi pucca houseElectricity connectionInfluencerFamily Members4Target Audience4Brand CommunicationCommunication Strategy

5Advertising and Marketing Communication

6Key insightTV, Mobile, Radio and Bulb are basic essentials of lifeElectricity has always been a top promise to win elections, but hardly been fulfilled sufficiently. Resulting in long power cutsApart from Metro towns, power condition is grim in all parts of our countryAny solution to resolve power problems is always welcomed

7Our UnderstandingAbout the needWinter is bearable but Summer is difficultStudents suffer studies during examsDarkness always is scaryMedical emergencies get effectedAnd many more.

8Our UnderstandingAbout the USPAwareness about the Inverter is fair but they need minimum 10-12 hours of electricity to rechargeVillagers still rely on kerosene kuppi Lalten or Emergency Tube to fight long power cutsPromises during election, remains hopeful for next 5 year Bas agle saal tak sab thik ho jayegaRising expenses and poor monsoon doesnt allows him to think beyond basic needs 9Campaign ThoughtImpossible is nothing nowWith your own power house, every dream of yours will look like surprising truth

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Models finalized11ActivityReach out to villagesDoor to door announcement to invite everyone to ChaupalIntroduce Inverter Waala TractorDemonstrate Connect TV and playConnect Fan and BulbInvite them to visit nearest haatPappu paas ho gaya NukkadInteractive GamesLead Generation & Lucky Draw Prizes

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During the campaign, brand message was directly conveyed to approx. 3.5 lakhs rural consumers through Skit & Flipchart.Brand exposure to approx. 5 lakhs people through the primary visibility media (branded van), reminding media (banners, posters & leaflets) & other initiatives (audio announcement, reaching influencers, etc)Generated approx. 2000 lead within 400 days i.e. 5 leads a day and 2 leads per village. It means 2 out of 56 people visited to van shown interest on the spot, although the purchasing new tractor is not an easy or quick decision for farmers.

SummaryStateVanDaysVillagesAudience on Van/SkitAudience per showReach through direct contact and flipchartTotal reach (direct)Madhya Pradesh2121457239205291400115320Uttar Pradesh19036023670667200095670Rajasthan19022313331604460057931Bihar18430314594486060075194Total53851343755155626860034411513Total number of households that benefit directly from the Inverter tractor so far (Total number of inverter tractors sold so far) 19,716For a product launched a little more than 2 years ago, it is really heartening to know that thousands have adopted the product and use it regularly.

Result14Activity Snapshot

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