Insecticides (India) Limited, a crop protection company, has launched an anthem for its umbrella brand “Tractor Brand”. The anthem, which also features the brand's ambassador Ajay Devgn, covers several leading IIL products under the Tractor Brand, including Shinwa, Mission, Izuki, Hercules and Sofia. This comes as the company continues to seek more innovative ways to connect to farmers across India and beyond.
The campaign, conceptualized by BEI Confluence, would be transmitted across multiple platforms to provide the much-needed education and enlightenment to its teeming farmer population and raise awareness about the Tractor Brand. The anthem comes in a colorful potpourri of dance, music, laughter, and happy faces, performed in multiple languages to appeal to India's incredible diversity, the company said.
"Today Tractor Brand has credibility and is popular among the farming community. Now we need to take this relationship to the next level. It is a great way to connect with them, and give them a sense of belonging to our “Tractor Brand”. We hope this will better take our message of the Tractor Brand and help the farmers understand the need to use our Tractor Brand range of products for increased productivity.," said Rajesh Aggarwal, Managing Director, Insecticides (India) Limited.
The anthem was packaged with a well-thought-out strategy to make it easy for Indians to sing along and have a feel-good feeling, reflecting the brand's desire to uplift the farmer's spirit every time they use a Tractor Brand product. Mr. Aggarwal adds that the overall aim of the company is to extend its support to the nation's agriculture sector by educating farmers on developing sustainable crops, and providing the products that will help them achieve such crops.
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