Farmer Awards - Engaging With Farmers and Agri Clients as Readers: VK Super Star Raita Awards
Media associated with this campaign
Overview of this campaign
Context 1: Karnataka is an Agrarian Economy, contributes more than 11% of India’s agricultural produce. Over 65% of the land is utilised for agriculture and around 60% of the people undertake agriculture as their primary occupation.
Objective 1: Creating a business opportunity which would include a significant population of the state.
Context 2: The farmer community in a large state like Karnataka heavily relies on monsoon (rains) for their crops. The sentiment during 2017-18 has been low due to poor rains resulting in droughts. The government policies towards farmers have also not been very encouraging. Thus, resulting in high number of deaths amongst farmers.
Objective 2: Create a celebratory, star-like sentiment amongst farmer community, also spread the success stories of star farmers in the region who have achieved good crops despite poor rains. Seek State Government support to make a credible campaign. Creating a campaign thereby, which suits Vijay Karnataka’s strategic pillar of Empowering Kannadigas.
Context 3: Karnataka based Agri-related businesses have not shown preference to use print media in their regular media plans. Their preference was observed to be more towards on-ground activities, directly connecting them to the farmers of the state. Thus, newspapers had very little or no ads from the Agri clients. Progressive Agriculturist do not find relevant content in newspapers and hence readership is low.
Objective 3: Create a business opportunity where print media brought together agriculture business closer to the farmers of the state. A campaign close to the farmer community which no other media house in the region had created.
Objective 4: Create an interactive platform for Agriculturist where they can showcase their success stories and also become influencers. A platform where recognition is from a credible publishing house. A platform that would touch the lives of agriculturist for the first time.
Results for this campaign
Methodology: Vijay Karnataka, the largest read newspaper in Karnataka, created a state-wide campaign: VK Super Star Raita(Farmer). The campaign recognised progressive Star farmers who had achieved bumper crops by adopting innovative ideas/techniques. Campaign designed in 2-fold, regional district-level events where farmers were felicitated and a state-level finale where Top 20 farmers would be awarded the title ‘VK Super Star Raita’.
VK created a 360-degree campaign to invite entries from farmers by using mediums like print, on-ground (pasting posters in agriculture markets), Radio, SMS, WhatsApp to databases from an agriculture product supplier. Created a buzz about the district-level events by utilising its grass-root level reporters and stringers to collect nominations from farmers. VK main edition, Special pull-outs and hyper-local supplements were used to cover the district-level events. Local television channels and digital media were utilised to broadcast these events. 182 Star farmers were identified which included women, disabled, old & young farmers across agriculture, horticulture, animal husbandry & fisheries. The success stories published would help other farmers achieve better crops in the future.
Result 1: The call for entries were predominently via print. Hence non-readers of newspaper had to buy newspaper to get entry forms and continuous update of the campaign for 2-3 months. Stringers played a critical role in influencing farmers to send entires on the platform. With increasing number of entries received from farming community across different districts and higher client supprt, number of district events were increased. Across regions, clients could engage with more than 6500 farmers through routes like: Product sampling/testing, freebies/vouchers, trials, product presentations and literature of their products.
Result 2: Increased readership in various parts of the state. VK spread the success stories across the state to empower millions of farmers and encouraged women farmers and youngsters to persist with agriculture. VK’s unique initiative received appreciation from farmers, Government officials, bureaucrats, doyens of agri-biz & leaders of agri-universities.