With its promise of bringing world class agro-solutions to farmers across the Indian geography,Dhanuka Agritech Limited, one of India's leading Agrochemical Formulation Company, has launched a series of television commercials featuring Bollywood Superstar Amitabh Bachchan. For years Dhanuka Agritech Limited (DAL) has been at the forefront of educating and spreading awareness about the right & judicious use of agro-chemicals.
A series of 6 commercials, created by PUSH Integrated aptly depicts the farmer's belief in 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 products including Dhanzyme Gold, MAX-SOY, Mortar, Sakura and Cover on various crops.
Commenting on the new TVC, Mr. R.G.Agarwal, Group Chairman, Dhanuka Agritech Limited, said "Since decades, the vision of Dhanuka Agritech Limited has been to bring about 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.
He further added, "Today's farmer immediately identifies with Amitabh Bachchan as a style icon. Mr. 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."
Mr. V A Shrikumar, Founder and CMD, PUSH Integrated Communications Pvt. Ltd. said, "We wanted to create a campaign that directly connects with the Indian farmers. Since agriculture is the backbone of our economy and crop failures have always impacted the growth momentum. From our deeper understanding of the farmer behavior 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 amongst the farmers through these TVCs was an apt campaign which we could think of doing with Mr. Amitabh Bachchan."
Dhanuka Agritech Limited plans to go national with the TVC's being telecasted in all major national and regional channels, starting 20th June.
Client: Dhanuka Agritech Limited
Creative Agency: PUSH Integrated Communications Pvt. Ltd., Bengaluru
Production house: Earth And Air Films, Mumbai
TVC Director: V Srikumar