Mumbai: Coromandel International Limited, part of Murugappa Group and a leading name in India’s agriculture sector, has unveiled a fresh, emotionally resonant campaign for its flagship fertiliser brand Gromor. Titled ‘Jinke bharose duniya, Unka bharosa Gromor’, the campaign marks Gromor’s 60th anniversary and pays homage to the trusted relationship it shares with Indian farmers—without directly highlighting product features.
Gromor, a brand synonymous with trust and quality in the agri-input space, has consistently put farmers first. On this milestone occasion, the brand chose to reinforce its credibility through an unexpected creative approach devised by Ogilvy, its agency on record. Steering away from conventional messaging that focuses on product efficacy or prosperity, the campaign brings forward a narrative filled with humour and heart—built on the insight that trust is more powerfully conveyed through familiarity and relatability.
Speaking about the campaign, 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.”
The multilingual campaign comprises three light-hearted films, each centered around everyday hunger moments. Using a cleverly imaginative scenario—where a farmer takes a day off—the campaign subtly communicates the irreplaceable value of farmers and, by extension, Gromor’s role in supporting them.
Tithi Ghosh, President & Head of Office, Ogilvy India (South), shared the thought process behind the idea, “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.”
Planned as a cross-platform campaign, it will include traditional, digital, and social media extensions. Future phases aim to encourage user-generated content, inviting farmers to share their stories and deepen the narrative of trust and shared purpose.
