Dhanuka Agritech, an agro-chemicals player, has awarded its integrated mandate to Push Integrated Communications. The agency's offices in Bengaluru and Mumbai will handle the account.
A campaign is to be rolled out ‘soon’. Bollywood icon Amitabh Bachchan is the brand ambassador.
Ashok Mahajan, senior GM, Dhanuka Agritech, said, "Push Integrated brings holistic solutions to a marketing challenge. Their team brings on board a brand of communications that will empower our product narrative within the farming community across the nation. They bring in unique insights that help us connect with the farmer as well as our marketing channels. To add to this, they have a great working relationship with our brand ambassador, Amitabh Bachchan."
Anil Rajgopal, CEO, Push Integrated Communications, said, “Dhanuka Agritech is a company that empowers the 'engine of our economy', the farming community. A company whose products help the farmers maximise their yield; a company whose credibility is built on protecting the interests of our farmers. More than a business win, I view this as an honour. This is an opportunity to converse with the farmers through the might of Dhanuka's product lines; and an opportunity to spread the aura and ethical standards of a noble enterprise. And to team up with the indomitable, inspiring and iconic Mr. Amitabh Bachchan!! This is a huge responsibility.”
Sanjay Menon, chief creative officer, Push Integrated Communications, said, “You can't teach a farmer about farming. You can't make a sales pitch about something he knows better than you. When you speak to a farmer about products that are critical to his work, you can't just grab his attention and entertain him. He isn't going to get swayed by feel good advertising and emotional mush. This requires strategic, creative solutions. Solutions, which are expressed in the most persuasive manner. Reaching him is also a challenge. We need to explore effective channels of communication beyond television. Working for a brand like Dhanuka Agritech is a huge challenge, and of course, an incredible opportunity.”