Mahindra Arjun Ultra 1 (Hosh Uda De) Rural Marketing Initiative By RC&M India
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Transcript of Mahindra Arjun Ultra 1 (Hosh Uda De) Rural Marketing Initiative By RC&M India
![Page 1: Mahindra Arjun Ultra 1 (Hosh Uda De) Rural Marketing Initiative By RC&M India](https://reader035.fdocuments.us/reader035/viewer/2022062511/54b986a24a79592d038b45f3/html5/thumbnails/1.jpg)
Mahindra Arjun Ultra 1 Rural Marketing Initiative
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Project: Mahindra Arjun Ultra 1 , Hosh Uda De Mission: Establish Arjun Ultra as the preferred choice of farmer Category: Marketing & Sales Agency: RC&M Client: Mahindra & Mahindra
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Roaring Agri facts
• Personal purchasing power has increased of big farmers and otherwise.
• India amongst the largest market in the world for tractors
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Roaring Agri facts
• Indian tractor industry witnessed a multiple growth in last four decades.
• Increased use of tractors for non-agri purposes like haulage, mode of transport and construction industry.
• Government’s encouragement to contract farming has lead to higher demand of High HP tractors
![Page 5: Mahindra Arjun Ultra 1 (Hosh Uda De) Rural Marketing Initiative By RC&M India](https://reader035.fdocuments.us/reader035/viewer/2022062511/54b986a24a79592d038b45f3/html5/thumbnails/5.jpg)
Challenge
• To galvanize the mind set of the rich/well exposed farmers for the preference of hi value premium buy.
• To engrave the pride factor
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Aspirations of a bigger farmer…
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Customer Profile
• Affluent farmer & High land holding
• More advanced and exposed to technology
• Style and status conscious
• Farmers owning different cropping applications
• Non farmers in trading of heavy material/construction
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Idea
• Acknowledging the new rising power of Indian farmer due to his increased purchasing power.
• Acknowledging his increased awareness
• Acknowledging his increased demands for his need of comfort, style, technology & power.
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Mahindra & MahindraArjun Ultra
“Hosh Uda De”Born to exceed your imagination
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Approach: Media used for Hosh uda de
• Aerodynamic display unit
• Innovative Igloo chamber
• Technology show through video game
• Stylish display set up at highway dhaabas.
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Aerodynamic display unit to depict premium ness
All glass sleek capsule unit showcasing the tractor in a jaw dropping style
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Instant creation of interactive larger than life enclosure
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Hi tech interactive video enabled, 3D computerizedSelf experiencing simulation
highlighting product features and applications
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Comparing difference between an ordinary tractor and Arjun Ultra via a tractor race
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An experience to cherish.
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High traffic dhabas captured for showcasing Arjun ultra on highways
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Dhaba Set up
• The dhabas selected were in vicinity of dealerships
• The dhabas selected were in the proximity of big n affluent farmers who frequent such places very often.
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Deliverables
Results of campaign in 1250 villages across 8 states
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Thank you