GOING BIG ON FARMER INTERACTION

14 May 2021

Mahindra empowers farmers by using technology to deliver tractors that not only enhance productivity on field, but also improve the quality of life off field for farmers and their families. It ushers in progress in the farmer’s life in the truest sense. To take the brand experience closer to the farmers and opinion leaders, a Mega Sales and Service Carnival was conducted in February and March 2021. The campaign covered many regions, and each event gave farmers the opportunity to experience the Mahindra tractor, get their existing tractors serviced as well as engage in fun activities. Mahindra’s distributors, Rancon and Karnaphuli, ensured that the carnival brought the brand within the reach of many farmers. Every event was Covid-19 compliant and all hygiene and social distancing protocols were followed to ensure everyone’s safety. A day prior to the carnival, it was promoted through announcements made in the nearby areas. Vehicles moved through the neighbourhoods, with promoters publicising the details of the events over the mike. Distributors put up banners and posters and gave out leaflets to make more people aware about the carnival. One of the most prominent local influencers was engaged with and invited to inaugurate the carnival’s main event. The entire set up at the carnival was well organised and vibrant. There were dedicated shamianas (marquee) for guests to sit, display and test drive of tractors, health check-up and sale of spare parts and lubes. The shamianas were well-branded, designed and spacious. An exuberant emcee hosted the carnival and kept the flow smooth. He welcomed the visitors, and then invited the village councillor for the ribbon cutting ceremony. This was followed by Mahindra’s representative felicitating the councillor and kick-starting the activities. A skit was enacted to highlight the technology of Mahindra tractors and how they have improved the farmer’s life. There were interactive games and product demos as well. Simultaneously, the tractors were being serviced, test drives conducted and health check-ups done. The committed efforts of the entire team ensured that the Mega Sales and Service Carnival yielded results. It generated a lot of interest amongst farmers and also strengthened the bond between the farmers and the brand.