Celebrating stories of hope

Content Creation
Product Awareness
Storytelling

Challenge

Bayer Seminis, a producer of high-quality seeds and crop varieties, wanted to educate farmers across geographies and regions in India about the impact of adopting high-yield products and practices. Capturing the stories and experiences of farmers across 70+ locations in remote regions across India wasn’t simple. It demanded a content solutions partner that could get past language and culture barriers, engage appropriately with media-shy farmer families to capture authentic stories, and bring alive the lived experiences of farmers to impact communities.

Building frames for good

Educating and engaging a treasured and a highly intuitive community – farmers – demanded us to distill the brief. Every content asset was scripted, storyboarded, produced and post-produced with a singular goal. It must be true to the lived experiences of the farmer and their family, while inspiring possibilities for the larger community. Triggering positivity and action was at the heart of this project while establishing the core role of the farmer in driving change. Each team member, including local talent on-ground, was clued into this brief. This clarity, along with meticulous planning and a solid on-ground network across India, translated into an impactful narrative.

See Impact

Driving action and adoption

The launch of the assets, which served as the amplification ecosystem for the client’s Pragati campaign, translated into effective awareness and adoption of the Pragati Shri app across geographies in India and beyond, including China, Philippines, and Thailand. This reiterated the efficacy of our content approach, aiding short and mid-term goals for the client.

“The Bayer Seminis brief can seem simple on the surface but it was a lot more than just production at play. Crops and farming practices impact farm health, livelihoods, and our world at large. The stories we set out to capture and craft demanded a nuanced understanding of agriculture, contemporary challenges and opportunities for farmers based on regions, resources, and other micro-level factors. Additionally, each of the 70 stories had to be true to the farmer featured yet be part of a collective that strengthened the brand and product promise. This demanded awareness of our goals and approach across localized teams. Our end-to-end content solutions expertise enabled us to deliver on this effectively.”