1. Ab Kaam Jaisa, Tractor Waisa Launch of Jai Kisan Series Ab Kaam Jaisa, Tractor Waisa Case Study

2. Campaign Background Recognizing the various and hugely differentiated needs of today's Indian farmer, Escorts has introduced its new 'Jai Kisan Series' of tractors. There were 63 variants of tractors under the Farmtrac and Powertrac brands, suited to different geographies and applications across India. 'Jai Kisan Series' focuses on maximizing farmer productivity by providing differentiated products (solutions) that are well suited to agricultural, haulage, infrastructure as well as specialized applications.

3. Launch of new Jai Kisan series Activity Background: The plan was to start with a big bang launch with a complete ATL & BTL presence to maximize the reach. BTL task was to create awareness about its new series ValueMaxx, AgMaxx, LoadMaxx, SuperMaxx and InfraMaxx in the deep rural market and help to drive footfalls at the dealerships, fuel demands in the targeted masses& push sales. Approach: A move from product to solution selling Media solution: D&B designed a combination of various interactive solutions to educate rural India

4. Campaign Show reel

5. Campaign coverage Total States13 Village covered6326 Total Audience on Van294239 Pre-publicity and One-to-one interaction632600 Total Reach to consumers926839 Total Enquiries26593 Hot4836 Warm3795 Cold17914 Spot Booking13 Average participation for games63260 Brand Exposure1204891 Duration10 Months

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