17 June 2019


BrandStreet India to Execute 'Ek Khat' Rural Marketing Campaign for Mosaic

New Delhi: BrandStreet India, a leading integrated marketing agency has been chosen to plan and execute a brand recall rural marketing campaign for Mosaic, the world's leading integrated producer and marketer of concentrated phosphate and potash. This campaign will be in-line with Mosaic's new positioning 'Vishwas bhi, Vikas bhi'.

The campaign titled 'Ek Khat, Vishwas aur Vikas ke liye' is being executed in two states namely Haryana and Punjab and is planned to expand the campaign in few more states namely UP, Rajasthan, MP, Bihar, WB and Odisha. Given their understanding of rural marketing, BSI has designed the campaign keeping the geography and demographics in mind as well as Mosaic's objective to connect with their primary audience.

Under this, the primary consumers of their products which are mainly farmers will be asked to write postcards to the brand, telling the company about their honest experiences with their products and how it has helped them achieve more in farming. It is an initiative to get feedback from long term users of Mosaic's popular products like the mined phosphate and potash minerals.

To give more wings to the campaign, they have also deployed two teams who will be traveling in a van which will also act as an event setup area where people will be able to go and deposit their letters in the postbox inside the van. The chosen letters from among the collected lot will be rewarded. Once the 'Ek Khat, Vishwas aur Vikas ke liye' project comes to a completion in one village, a wall painting activity will be undertaken, where in the replica of the chosen letter will be branded so as to create brand recall amongst the villagers. As of now the brand has received 2000 physical letters and 200 online letters from farmers.

Speaking about the campaign, Mr. Surendra Singh, Chief Business Officer, Brand Street India said, "With strategic ground activation and head-turning lit-up vans, we are making sure the primary consumers who are mostly farmers feel delighted to participate and give feedback via the postcards. We have created an emotional feel and connect for the brand with to support their new positioning which aims to build trust amongst their loyal base."

Commenting on their campaign, Mr. Robin Edwin, Managing Director, Mosaic India Pvt. Ltd., said "We are happy to have associated with BSI for our rural marketing campaign focused on Vishwas Bhi Vikas Bhi. They understood our brief very well and planned and executed this campaign to enhance trust and build an emotional connection with our primary costumers."

In the past, BSI has planned and executed rural marketing campaigns for TVS Motor Company, Tata Motors, TI Cycles etc.