17 December 2020
With a focus on Swaraj’s core brand values and on creating a buzz around its tractors, 7 of its key distributors planned and executed a promotional campaign.
The main message was based on Swaraj tractors being the farmer’s pride, and the father-daughter visual held a warm, emotional appeal. The other aspect of the communication was the offer titled ‘Mahindra Sahastra Utsav’, which included an assured or Bumper prize on the purchase of any tractor model.
The offer, valid from 15th September – 30th November 2020, had beneficial items as giveaways. The assured prizes included health insurance and water pump sets, while Mahindra Powerol was the Bumper Prize. The promo was advertised through print ads and collaterals at the showroom like gate arches, danglers, posters and standees.
Running the promotion had a good effect on the sales during the offer period and brought the brand higher up in the farmer’s consideration set.
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