Gromax and Scarecrow Communications set to change lives of Indian farmers

Scarecrow Mumbai and Gromax Agri Equipment Limited (formerly known as Mahindra Gujarat Tractor Ltd.) have launched a new tractor brand – Trakstar in the 30-50 HP category to transform the lives of Indian farmers.    

 Most Indian farmers still rely on traditional methods to prepare and harvest their fields. They are eager to accept technology and mechanisation that can enrich their lives, provided it is simple, effective and affordable. This is where Gromax steps in. 

Gromax is an agri-equipment entity that is committed to the cause of enhancing and enriching the lives of farmers across the nation with affordable mechanisation solutions. The company’s affordable mechanisation solutions – TRAKSTAR Tractors and TRAKMATE farm endeavour to carry out this task. 

Harish Chavan, Director, Gromax Agri Equipment Limited, said, "This is not the first time Mahindra is associating with the Scarecrow team. They have previously worked on some of our brands like Trringo. We realised Scarecrow’s approach to develop brand communication is something that we resonate with and we were more than confident to award the creative duties to them. From branding of the Tractor to coming up with company and implements names to developing positioning and communication for the brand, everything has been taken care of by Scarecrow, Mumbai." 

TRAKSTAR – TRACTOR JO BADAL DE LIFE KA TRACK

Trakstar is all set to change the ‘life ka track’ of Indian farmers by enabling them to get more from their land, making them more prosperous. Trakstar will enrich and uplift the lives of farmers with its reliable range of 30-50 HP tractors, affordable price and easy EMIs.

 

THE CAMPAIGN

Scarecrow Communications has been associated with the brand right from the inception stage; including giving the nomenclature and positioning of Trakstar as well as the parent company, Gromax. As a part of the communication strategy, Scarecrow has also designed an innovative animation film for Gromax, which was showcased during the launch. 

 

Amongst other communication tools, an inspiring song for Trakstar was created for the launch. Keerthi Sagathia, the well-known singer who has lent her voice for songs in Teen Thay Bhai, Robot, Raanjhanaa and Raavan among others and Ravindra Upadhyay, Channel [V]'s Samsung Super Singer’s winner and an acclaimed Bollywood singer have sung the track.

In addition to the creation of visual branding for Trakstar, Scarecrow is also handling the creative duties for the entire ATL and BTL communication. This includes TV commercial, Digital Film, Radio, Print, OOH, Retail Visual Identity, Media Launch as well as Roadshows, Skit and Engagement Ideas for farmers.

Manish Bhatt, Founder Director, Scarecrow Communications, said, “Mahindra has always been the leader in categories like Tractors and SUVs. This entire project has been a precious opportunity for Scarecrow. Though we have an extensive experience of working on similar projects where we played a key role in the formation of brands like the creation of &Pictures (for &Network, a part of Zee Entertainment Enterprises Ltd. and Essel Group), our association with Gromax is still an inspiring experience.”

Arunava Sengupta, Founder Director, Scarecrow Communications, said, “India being an agricultural country, it is very important to have a brand that touches the lives of farmers in the truest sense. Since Gromax and its flagship brand Trakstar meet the category’s need of the hour, we are all geared up to bring something meaningful to the table.”

CREDITS 

Client: Gromax

Agency: Scarecrow Communications

Campaign: Trakstar – Tractor Jo Badal De Life Ka Track

Creative Team: Manish Bhatt, Raghu Bhat, Mustafa Kapasi, Saikat Sengupta, Prashant Patankar, Akansha Singh, Tushar Chinchwalkar, Vinay Amritfale, Siddhartha Karmakar, Nikhil Kerkar, Raj Chavan, Gagan Bindra, Lalit Sakurkar, Arnab Choudhury

Account Management: Arunava Sengupta, Mangesh Mulajkar, Seema Kamath and Anju Dayma

Client Team: Harish Chavan, Sandeep Jaiswal, Rahul Shah and Prashant Pawar

Anthem Singers: Keerthi Sagathia and Ravindra Upadhyay

Anthem Composer: Vaibhav Panch 

Sound Engineer: Kunal Dabholkar

Voice Over Artist: Yasir Khan

Sound Studio: Sounds Good, Mahim

Animation Studio: Prime Focus

Animation Music: Kaizad Ghera

System correction of images: Cocktail Art (Vikram Bansode)