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OCP - Educational Campaign


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This study consist of a campaign, which was to educate farmers, the most vulnerable lot of this nation, on soil health benefits with the use of phosphate based fertilizers.

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OCP - Educational Campaign

  2. 2. OCP Educational Campaign - FertilizersProjectEducate farmers, the most vulnerable lot of this nation, on soil health benefits with the use of phosphate based fertilizers.Influence policy makers of the benefits phosphate based fertilizers, and introduce subsidy on the use of the phosphate.DeliverablesAn event hosted by OCP, and attended by the who’s who of the industry to promote the ‘idea’ of phosphate, and strengthen relationships with partnersClient BriefIn a country dominated with Urea as the base of most soil health enhancers, and urea being the compound of choice for the policy makers as well,phosphate, even though far superior in results for the farmer, is little known. We need to create an air of positive aura around ‘phosphate’ and slowlycreate pressure by talking to policy makers and building pressure at the grass-root level by talking to the farm population on the benefits of phosphate.TGPolicy Makers : Ministry of AgricultureIndustry Players : CEO, MD, Procurement, Marketing Teams at leading players in the Phosphorus based fertilizer businessFarmers : R1-R2, 25-45yrs, Male only, PAN IndiaAgencys StrategyFor a farmer, his land is his most valuable possession. For a policy maker, his constituents are his most valuable possession. To policy makers andfarmers alike, the benefits of phosphate based products needed to be demonstrated first. If you have facts on your side, that’s half the battle won.For a farmer, what he is looking for is also to minimize the variation in his earning and to bring a steadiness to his yield, and thus his income. Theconcept of farms being ‘evergreen’ hence was something that would work both for the farmers and the policy makers. All we needed to do hence, wascreate a top of mind connect for the word ‘evergreen’ to ‘phosphate’, and our job would be done. Base the claim on facts and you’re home.Simply put, ‘Lending nature a helping hand, with Balanced nutrition for every Land. OCP’
  3. 3. C S S UD E A E T IS