ENHANCING THE FARMING EXPERIENCE

15 December 2020

Mahindra is single-mindedly focused on pioneering accessible technology to provide a wide range of tractors that meet the diverse farming needs and transform the lives of farmers. To strengthen the bond between Mahindra and the farmers, a large scale campaign themed ‘Unnati Utshob’ was rolled out from October to December 2020, which included special consumer offers and reached out to 20,000 farmers

This nation-wide campaign included an attractive offer on the purchase of tractors, Mahindra Pragati Melas (fairs), Mahindra Pragati Parivar Meets (small customer meets), Mahindra Champions Club Meets (broker meets) and customer connect and engagement programs. Mahindra’s distributors, Rancon and Karnaphuli, ensured that the Unnati Utshob was a great success in terms of reach and response.

Farmers were incentivised to purchase tractors with an offer that was exciting and compelling, as it was devised as a scratch card promo. Every farmer who made the down payment or purchased any model of the Mahindra tractors outright was entitled to either an assured gift or Bumper Prize, as revealed in the scratch card. The assured gifts included valued products like Microwave Oven, LED TV, Smartphone, Sports Bicycle as well as Gift Vouchers. The Bumper Prize had an amazing mix of Motorbike, Rotavator, Tablet and Gold Vouchers to be won.

The Unnati Utshob was brought to life on-ground through melas (fairs), small customer meets, broker meets and customer connect and engagement programs across many regions that were strategically mapped in advance. Rancon organised 23 melas and Karnaphuli conducted 19 melas, 35 small customer meets and 18 broker meets. Every event was Covid-19 compliant and all hygiene and social distancing protocols were followed to ensure everyone’s safety.

One day prior to the activities, announcements were made in the nearby areas to promote them. Vehicles moved through different neighbourhoods, with promoters publicising the details of the events over the mike, and inviting and encouraging people to visit, as it would benefit them in more ways than one.

The melas were well-organised and had tents with banners and backdrop for branding and eye-catching tractor displays. A lively emcee hosted the event and kept the flow smooth, friendly and engaging. He began by welcoming the visitors, and then inviting the village head or an eminent local personality to inaugurate the event with the ribbon cutting ceremony. This was followed by Mahindra’s representative addressing the audience and kick-starting the activities. Firstly, a skit was enacted to highlight the technology and advantages of the tractors through a conversational story. Post the performance, a Q&A session was held and the ‘Pragati’ (prosperity) stories of farmers were recorded too. This was followed by interactive games that would engage the farmers and help them understand the tractors better in a fun way. Farmers got the chance to have a closer look at the tractors when the static demo was done. Decorated tractors were part of the display and provided a good photo opportunity. The fair concluded with the distribution of gifts and food. At the Jashore mela, Mr. Ravinder Gupta (Sr. Manager – Sales, Mahindra IO) handed over the keys to the proud and joyous tractor owner.

The small customer meets and broker meets unfolded in a way similar to the melas, with the skits and interactive games changing as per the requirement. The skit of the broker meets highlighted the perks of being a Mahindra Champion, a title given to the star brokers. Various customer connect and engagement programs were organised which included one-on-one interactions with leads collected during the events with the intent to convert them into customers. With dedicated efforts put into running the offer and conducting the events, the Unnati Utshob yielded good results. It generated a lot of interest, attracted sizeable footfalls at the events and got many farmers to become potential tractor owners.