Marketing of Insecticide

1. ACTIVATION
IDEAS
for
Pexalon
Corteva Agriservices

2. FUTURISTIC EXPERIENCE ZONE
“Waqt se Agey Zamane Se Bhadker” is interpreted as
Pexalon being an advance product which enables a farmer in staying ahead in farming
So, we’ve proposed this thought gets manifested through a Futuristic Experience Zone we carry on wheels!
The zone will have:
• Interactive exhibits disseminating product information
• Demo kits
• IEC tools ( Technologically innovative engagements for consumers)
A teaser campaign ( explained later) is carried out to ensure footfall in the experience zone.
The messaging in each of our activities drives home the idea of “Act Pro-actively by using Pexalon instead of waiting for
the BPH attack to happen”

3. TEASER IDEA 1
A dangler in the shape of BPH is hung outside all the
HH in a village at night
People wake up in the morning and get surprised
when they open the door to see the BPH cutout with a
message -
BPH can appear without a warning!
Avoid BPH attack, apply Pexalone at right
time to stay ahead!
Visit the Pexalone experience zone in your
village immediately
Take away from the engagement –
BPH attack comes without a warning use Pexalone Pro- Actively.
Visit the “Pexalon Experience Zone” for preventing it!

4. BPH attack
can
surprise
you!
Avoid BPH
attack,
apply
Pexalone
early. Visit
Pexalon
Zone in
your village
for more
information
Front Back

5. TEASER IDEA 2
A teaser which has some drama element in it to take people by surprise
• At 6 or 7 AM in the morning a war siren goes off in the village and a
kinda panic is created
• Recorded announcements are made of an imminent Bhura Mahu
attack in the village
• People are asked to come to the Pexalon Experience Zone to give a
fitful reply to the attack!
Take away from the engagement –
Attack by Bhura Mahu can surprise you and by the time you wake up the damage might have been done.
Visit Pexalone experience Zone to know more!

6. PEXALON EXPERIENCE ZONE
TOUCHSCREEN INTERACTIVE
KIOSK
VIRTUAL PADDY FARM TOUR
6
• Series of offline webpages would be loaded in a
touchscreen kiosk to disseminate information to
the farmers about Pexalon Application
• Mobile games
Users are taken through a virtual farm tour
on right use of Pexalon is shown on the
paddy with an emphasis on the proactive
approach
Set of technically advance infotaining installations to dazzle a visitor

7. PEXALON EXPERIENCE ZONE
Motion Sensor based game
• A Gesture Game which shows an aspiring farmer
walking down in his paddy field to get rid off BPH
from his crops. In this game gestures of a player get
replicated on screen. User can hold a dummy
Pexalon bottle and spray it on BPH as it appears
Audio Video Presentation along with the demo
• An AV can be presented to detail out the right
methodology to apply Pexalon

8. EXPERIENCE ZONE - IEC DEMO TOOL
A small kit designed to demonstrate the correct Paxalon application method
Artificial paddy plants in different stages of growth are carried in a transparent PVC containers containing soil.
Demo- Paxalon ( a representative solution in a spray dispenser) is sprayed in early stages of plant due to which some of it
falls in the standing water/soil which helps in better absorption of formulation by plant, whereas if it is applied in later
stages of plant growth (when the plant canopy is dense), the formulation doesn’t reach water/ soil and stays mostly on the
upper, exposed part of the plant, due to this, the formulation is not adequately absorbed by the plant and since the flow of
the chemical happens from bottom to the top, the unexposed part below the plant canopy remains unprotected from pest
attack
Take away from the engagement –
Ideal methodology for applying Paxalon for the best results
Pro- active use of Paxalon prevent BPH attack

9. GAME IDEAS
Take away from the engagement –
Pro- Active application of Pexalon helps in minimizing the loss in yield. If you get
late in the application of the formulation crop loss goes up!
A mobile game in which BPH is shown attacking the Paddy crop, gamer moves a
Pexalon spray to target and kill BPH. The game shows the ‘loss in yield’ on the top of
the screen, depending on the timing of Pexalone application
Every BPH attack is accompanied by sound of siren, with a VO announcing BPH
attack and every time a user uses Pexalon it gives out sound of a bomb explosion as
if it is destroying the enemy. The user who finishes the game without any yield loss
get a wining applaud in sound effects!
भूरा माहू लगने से पहले
भूरा माहू से भारी नुकसान क
े बाद
भूरा माहू लगने क
े तुरंत
बाद
भूरा माहू से फसल की क्षति – 0%
Timing of Pexalon Spray Loss in Yield
Before Onset 0 %
After Onset of BPH attack 15-30 %
Long after BPH onset 35-50%

10. भूरा माहू लगने से पहले
भूरा माहू से भारी नुकसान क
े बाद
भूरा माहू लगने क
े तुरंत
बाद
भूरा माहू से फसल की क्षति – 15%
भूरा माहू से फसल की क्षति – 0%
भूरा माहू लगने से पहले
भूरा माहू से भारी नुकसान क
े बाद
भूरा माहू लगने क
े तुरंत
बाद
आप हैं वक़्त से आगे,
जमाने से बढ़कर

11. Flexibility – Game can be adapted to a giant floor game (10’ x10’), handheld board
game, customized game
for tablet
IEC TOOL IDEAS
A traditional snake and ladder game which will drive
home the point that:
Use of Pexalone leads to certain benefits which:
• help you in being a winner and stay ahead of times
• The rationality is provided by the product benefits
of Pexalon, symbolized by the ladders
• whereas snakes represent draw backs of using
competition product and implications of pest attack
on paddy
Take away from the engagement –
Product benefits and savings helps us in staying ahead while
we avoid fallacies of competition products
STAR
T
Rs.20 k per
acre saved
due to
Paxalon
Protection
against three
plant
hoppers
Rs.20 k per
acre saved
due to
Paxalon
Rs.20 k per
acre saved
due to
Paxalon
Prevented
potential
loss of 10%
yield
Advance
application
of Pexalon
Timely
application
of Pexalon
आप हैं वक़्त
से
आगे, जमाने
से बढ़कर

12. THANK YOU

13. REFERENCE
EXPERIENTIAL ZONE
ON WHEELS