Coromandel International Limited, part of the Murugappa Group, has been a key player in India’s agriculture sector. Known for its ‘Farmer First’ approach, its flagship fertiliser brand Gromor is widely trusted in the agri-ecosystem.
Ogilvy, the agency behind the campaign, developed a strategy that avoids the usual ‘trust-building’ tone. Instead, it presents Gromor as a brand that farmers see as one of their own, using a fun and relatable narrative rather than a preachy message.
According to Brand, The campaign will run on digital, social, and traditional media. It also plans to engage farmers by encouraging them to share their own stories.
Madhab Adhikari, Senior Vice President & Head of Sales & Marketing (Fertilizers), Coromandel International Limited, said,“As a brand, Gromor has always been a partner to our nation’s farmers. And who can be a better proof of our trusted reputation, than a partner. This campaign is a tribute to the unsung heroes who never take a day off, because their farming feeds billions.”
Tithi Ghosh, President & Head of Office Ogilvy India (South), said, “In a category, that uses the communication codes of progress, prosperity and emotions to strike a chord with farmers – we set out to break the codes, with our idea Kisan Chhutti par hai and shock the viewers, into thinking that this may happen to anyone. Trust is a delicate topic and with most brands pleading to be trusted today, we decided to put our nation’s farmers on the pedestal of trust, something that the entire country would agree with.”
