Sociostreet Advertising
Dhanuka Agritech Limited is one of India’s leading agrochemical companies, serving approximately 10 million farmers nationwide. Despite having a strong and trusted product portfolio, the brand suffered from low recall. Farmers who actively used and recommended Dhanuka’s products, like Sempra, often could not identify them as Dhanuka products when asked directly.
Agriculture / Agrochemicals / Rural India
Instagram, YouTube, Facebook, Microsite, TVC
The agrochemical market in India is highly competitive, with long-established players such as Tata Rallis, which has led the market for over 70 years, alongside global giants like Corteva, Syngenta, and UPL.
To build Dhanuka’s brand recall from near zero into a recognisable, respected, and emotionally resonant identity, particularly among the farming community and the wider Indian public.
The insight driving the campaign was this: farming is the oldest and most essential profession in the world, yet farmers receive almost no public recognition in Indian society. We acknowledge doctors, soldiers, and teachers, but the people responsible for feeding an entire nation are largely invisible in mainstream culture.
The solution was to make Dhanuka the brand that changed that. Rather than running product advertising, we built a movement that positioned farmers as national heroes and Dhanuka as the brand proud to stand beside them.
Launched a brand film focused entirely on the lives of farmers, with no product messaging.
Activated a microsite where people across India could submit a ‘Pranam’ to a farmer, creating a participatory moment that connected urban India with the farming community.
Launched ‘Kisan Ki Diary’ on social media, a series featuring real farmers from across India telling their own stories.
Collaborated with influencers to extend reach and build authenticity.
Released a series of short films showing everyday Indians, a mother, a kirana shop owner, a chai wala, pausing to say ‘India Ka Pranam Har Kisan Ke Naam’.
Launched ‘Food for Thought’, a social media series sharing facts about agriculture, crops, and nutrition.
Conducted vox pops in Tier 1 cities asking youth simple food and farming questions, surfacing how much they owed to farmers.
During Navratri, ran a dedicated spotlight on women farmers across India.
Collaborated with agriculture influencers to promote the brand and its products.
Research revealed that most farmers did not want their children to become farmers, pointing to a generational disconnect threatening the future of Indian agriculture. We built a second campaign around this insight.
Launched ‘Main Kisan Banna Chahta Hoon’ (I Want to Become a Farmer), a film featuring a farmer’s son proudly declaring his intention to farm.
Collaborated with kid influencers to create peer-level conversations about farming as an aspirational career.
Showcased modern, educated farmers to reframe farming as a profession of knowledge, innovation, and impact.
Dhanuka’s social media presence is now widely regarded as the most distinctive in the agrochemical
category, with other brands regularly looking to it as a benchmark.
“This campaign did not just increase awareness. It transformed how people perceive our brand and our farmers.”
Marketing Head, Dhanuka Agritech Limited
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