Corteva Delegate
Makke Da Pahredaar
Brief
Strengthen the presence of Corteva Delegate Insecticide in key agricultural markets across Punjab and Uttar Pradesh, while increasing farmer awareness about its usage, benefits, and superiority over competing products.
Insight
Farmers are more likely to adopt a crop protection solution when they clearly understand its role in safeguarding their yield. However, product efficacy alone is not enough—education and demonstration are critical. To drive consideration and trust, communication needed to be simple, relatable, and rooted in local culture while highlighting the advantages of Delegate over competing alternatives.
Idea/Execution
We created “Makke Da Pahredaar” (The Guardian of Corn), an on-ground activation program designed to educate, engage, and influence farmers through an immersive community experience.
The campaign was rolled out across Punjab and Uttar Pradesh over a period of 30 days, following a strategically planned route map to maximize reach and impact.
At each location, a branded Corteva van arrived ahead of the activation, creating visibility and generating curiosity within the village. The event was structured around a familiar panchayat-style gathering, making farmers feel comfortable and encouraging participation.
The experience included:
- A branded event introduction highlighting crop protection challenges.
- An engaging infotainment skit that demonstrated the importance of timely insecticide application in a culturally relevant manner.
- Interactive product education sessions led by Corteva delegates, focusing on Delegate’s benefits, usage, and performance.
- Participation-driven engagement activities that encouraged dialogue, knowledge sharing, and stronger product recall.
By combining education with entertainment, the activation transformed product communication into a memorable community experience, helping farmers better understand how Delegate protects their crops and improves outcomes.
Impact
- Successfully executed a 30-day activation program across Punjab and Uttar Pradesh.
- Increased awareness and understanding of Delegate Insecticide among farming communities.
- Strengthened product consideration by clearly communicating its benefits and efficacy versus competitors.
- Enabled direct interaction between farmers and Corteva representatives, building trust and credibility.
- Created strong on-ground engagement and product recall through culturally relevant communication and participation-led experiences.
What made it special
Rather than relying on traditional product promotion, Makke Da Pahredaar brought education to the heart of the farming community. By combining local storytelling, entertainment, and expert guidance, Corteva transformed a technical product message into a relatable and memorable experience that farmers could connect with and trust.
