Mahindra Arjun Ultra 1 (Hosh Uda De) Rural Marketing Initiative By RC&M India

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RC&M India one of the best Experiential Marketing and Rural Marketing Company in India. It offering Rural Marketing for Establish Arjun Ultra as the preferred choice of farmer. its Roaring Agri facts are personal purchasing power has increased for big farmars & otherwise, increased use of tractors for non-agri purposes like haulage, mode of transport & construction industry and Government's encouragement to contract farming has lead to higher demand of high HP tractors.

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Mahindra Arjun Ultra 1 (Hosh Uda De) Rural Marketing Initiative By RC&M India

  1. 1. Mahindra Arjun Ultra 1 Rural Marketing Initiative<br />
  2. 2. Project:Mahindra Arjun Ultra 1 , HoshUda De <br />Mission: Establish Arjun Ultra as the preferred choice of farmer <br />Category: Marketing & Sales <br />Agency: RC&M <br />Client: Mahindra & Mahindra <br />
  3. 3. Roaring Agri facts<br />Personal purchasing power has increased of big farmers and otherwise. <br />India amongst the largest market in the world for tractors<br />
  4. 4. Roaring Agri facts<br />Indian tractor industry witnessed a multiple growth in last four decades.<br />Increased use of tractors for non-agri purposes like haulage, mode of transport and construction industry.<br />Government’s encouragement to contract farming has lead to higher demand of High HP tractors<br />
  5. 5. Challenge<br />To galvanize the mind set of the rich/well exposed farmers for the preference of hi value premium buy.<br />To engrave the pride factor <br />
  6. 6. Aspirations of a bigger farmer…<br />
  7. 7. Customer Profile<br />Affluent farmer & High land holding<br />More advanced and exposed to technology<br />Style and status conscious<br />Farmers owning different cropping applications<br />Non farmers in trading of heavy material/construction<br />
  8. 8. Idea<br />Acknowledging the new rising power of Indian farmer due to his increased purchasing power.<br />Acknowledging his increased awareness<br />Acknowledging his increased demands for his need of comfort, style, technology & power.<br />
  9. 9. Mahindra & MahindraArjun Ultra“HoshUda De”Born to exceed your imagination<br />
  10. 10. Approach: Media used for Hoshuda de<br />Aerodynamic display unit<br />Innovative Igloo chamber<br />Technology show through video game<br />Stylish display set up at highway dhaabas.<br />
  11. 11. Aerodynamic display unit to depict premium ness<br />All glass sleek capsule unit showcasing the tractor in a<br /> jaw dropping style <br />
  12. 12. Instant creation of interactive larger than life enclosure<br />
  13. 13. Hi tech interactive video enabled, 3D computerizedSelf experiencing simulation<br />highlighting product features and applications<br />
  14. 14. Comparing difference between an ordinary tractor and Arjun Ultra via a tractor race<br />
  15. 15. An experience to cherish.<br />
  16. 16. High traffic dhabas captured for showcasing Arjun ultra on highways<br />
  17. 17. Dhaba Set up<br />The dhabas selected were in vicinity of dealerships <br />The dhabas selected were in the proximity of big n affluent farmers who frequent such places very often.<br />
  18. 18. Deliverables<br />Results of campaign in 1250 villages across 8 states<br />
  19. 19. Thank you<br />

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