18 December 2020
Leveraging the mood of the festive season to strengthen the bond between Swaraj and the farming community, a mega promotion titled ‘Unnati Utshob’ was organised during November and December 2020. There was a lot in it for the farmers like an exciting offer on the purchase of tractors, and on-ground interactions at Mahindra Pragati Melas (fairs), Mahindra Pragati Parivar Meets (small customer meets), Mahindra Champions Club Meets (broker meets) and customer connect and engagement programs. Swaraj’s distributor, Performance Motors Ltd., left no stone unturned to widen the reach of Unnati Utshob and get as many farmers to benefit from it as possible.
Tractor purchases were made more attractive with the scratch card offer. Farmers who made the down payment for or outright purchase of any model of the Swaraj tractors were rewarded with an assured gift or Bumper Prize, as per their scratch card. The range of assured gifts included Microwave Oven, LED TV, Smartphone, Sports Bicycle and Gift Vouchers. If they won the Bumper Prize, they could take home a fabulous Motorbike, Rotavator, Tablet or Gold Voucher. This offer was strategically advertised through print and digital media as well as in-showroom collaterals. Reputed publications carried print ads, and the various distributor branches were propped up with attention-grabbing posters, banners, danglers, standees and gate arches. The digital plan included dynamic, static and lead generation posts and bumper ads.
On the other hand, the on-ground activation part of the Unnati Utshob campaign included melas, small customer meets, broker meets and customer connect and engagement programs across many regions. Performance Motors Ltd. organised 10 melas, 40 small customer meets and 19 broker meets. All the events were Covid-19 compliant with hygiene and social distancing protocols being adhered to, keeping in mind everyone’s health and safety.
A day prior to the activities, they were promoted in the neighbouring areas. Vehicles moved around with promoters broadcasting the details of the events clearly over the mike, and inviting people to visit and make the most of them.
The melas were well-planned and rolled out in a systematic manner. There were branded tents with banners and backdrop, and attractive tractor displays were also set up. The event was hosted by an emcee, who kept the audience engaged through the event. He welcomed the visitors, and invited the village head or an eminent local personality to cut the ribbon and inaugurate the event. After that, Swaraj’s representative addressed the audience and got the activities rolling. First up, was a skit performance that highlighted the power and features of the tractors through an interesting conversation between the actors. This was followed by a Q&A session and the ‘Pragati’ (prosperity) stories of farmers were recorded as well. Then, they participated in interactive games that highlighted the power of the tractors as the farmers arm-wrestled. After the games, farmers got to see the tractors up close during the static demo. They also clicked pictures against the backdrop of the decorated tractors on display. The fair concluded with the distribution of gifts and food.
Just like the melas, the small customer meets and broker meets were well organised, interactive and engaging events. The skits and interactive games were different depending on the nature of the event. Like, the skit of the broker meets was based on the perks of being a Swaraj Champion, a title given to the star brokers.
The last part of the Utshob was designed around customer connect and engagement programs. In one-on-one interactions with leads collected during the events, the representatives earnestly tried converting them into customers. The Unnati Utshob turned out to be a fantastic marketing initiative. Brand awareness improved, the events got substantial footfalls, which in turn, added to the number of prospective customers.
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