Dhanuka’s ‘India Ka Pranam Har Kisan Ke Naam’ campaign is seemingly a breath of fresh air that aspires to hit an emotional note with the audience through this digital video campaign. The campaign showcases the story of a bright young child who aspires to be a farmer and how the father, a farmer by occupation, tries to wrap his head around the son’s aspiration. Nishtha Saxena, senior communications manager, Dhanuka, talks to BrandWagon Online, about the inspiration, creative process, and challenges faced in bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
This campaign is a continuation of our “India Ka Pranam Har Kisan Ke Naam” initiative, which aims to showcase farming as a respected and viable career choice for talented individuals. We wanted to challenge the outdated notion that farming is only for those with limited options and address the misconception that farmers don’t want their children to follow in their footsteps. Many farmers’ children feel pressured to leave their villages for big cities, believing that success lies elsewhere.
Our campaign celebrates farming as a noble profession deserving of pride and recognition. By highlighting the importance and dignity of farming, we connect deeply with our audience and emphasize its critical role in our culture.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
The creative process began by building on the success of our 2022 campaign, with the goal of presenting farming in a positive and inspiring light. We developed a narrative that emphasizes the value and honor of farming.
We started with a pre-launch phase that included teasers, contests, and engaging posts to generate excitement. Vox pops conducted in three cities provided insights into public views on career dreams and perceptions of farming. This research helped us refine our approach and build anticipation. The campaign, featuring both a social media film and a television cut, launched on September 5th and has been well received, reflecting the success of our creative efforts.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
One of the main challenges was ensuring that the film’s message resonated with a diverse audience while staying true to the campaign’s core values. We needed to balance emotional storytelling with a clear, impactful message about the significance of farming.
To address this, we conducted Vox pops in three different cities to gather public perspectives on childhood dreams, professional choices, and views on underrated or unrecognized professions. This helped us understand what keeps people connected to their careers and how they perceive farming. Additionally, we engaged with stakeholders in the agricultural community to ensure our portrayal was both respectful and accurate. A pre-launch campaign over two weeks generated significant buzz and engagement, allowing us to refine our approach based on audience reactions. Meticulous planning was also crucial for coordinating the film’s production and strategic release. By tackling these challenges with thoughtful consideration and collaboration, we successfully delivered a campaign that not only met but exceeded expectations, effectively highlighting the enduring legacy of farming in India.