Adventz launches Jai Kisaan Ann-Dhan-Sampann TV campaign

New Delhi: Zuari Agro Chemicals Limited (ZACL) has rolled out the Jai Kisaan Ann-Dhan-Sampann TV commercial
to commemorate 50 years of brand Jai Kisaan and to bring out the ‘business-to-farmer’ transformation of the agri business led by the Adventz Group’s flagship company.

Theone-of-a-kind integrated farmer-centric TV commercial, Ann-Dhan-Sampann captures how enriched and fulfilled farmers mean a prosperous India; it highlights the mission of brand Jai Kisaan to enable farmers produce high-quality crops. For a nation that is coming back in realising its renewed potential in the agrarian economy, the mission has been crucial in charting a course in bettering lives within the farming community.

Mr Sunil Sethy, Managing Director, Zuari Agro Chemicals Limited, said: “For 50 years Jai Kisaan has been a key driver to address the agricultural requirements of a growth-intensive nation. Jai Kisaan has been consistently delivering quality products and services across India. A campaign such as Ann-Dhan-Sampann essentially conveys to our stakeholders the fundamental transformation that Zuari Agro Chemicals, thereby Jai Kisaan, has undertaken — moving from a purely B2B company to establishing direct connect with the farmers. Over the years we have been working towards such a goal and our Jai Kisaan Junctions bear testimony to the resurgence. Through them we have established one-stopshop for farmers and farm-support services. We have now set a path and aim to be the single-largest facilitator for the farmers, either by manufacturing or sourcing agri-inputs and partnering with farmers, to achieve the farm economy’s full potential.”

Created and produced by R K SWAMY BBDO, the TVC-led campaign targets — apart from the farmer – stakeholders such as policy makers, business partners, FIs and employees. It visualises how Jai Kisaan has helped turn farmers into agriculturists, educating them on scientific techniques, providing them new-age technologies and experiential farms. Through Jai Kisaan, Adventz today is a nation-building partner, supporting an agri-centric economy.

The Ann-Dhan-Sampann campaign amplifies the deep connection between agriculture and the values of Indian way of life; its essence is in its festive and earthy song set to an Indian tune, supporting the story of agriculture and the farmers here. The 60-second film showcases Jai Kisaan’s role as a national brand, with shots representing all major crops in full bloom, across regions. To be aired in Hindiacross national and regional news channels, Ann-Dhan-Sampannsubtly captures Brand Jai Kisaan supporting and assisting the entire journey of farmerswith a host of products, retail outlets, knowledge of best practices and technology, and helpful salahkaars (consultants).

Mr Gautam Pandit, Creative Director, R K SWAMY BBDO, said: “The challenge was to find a way to communicate self-sufficiency in food production in a simple, warm manner which anyone can understand. The insight was to find a cultural connection common to the whole country. Thus came in the Sanskrit idiom from our culture Anna-Dhann-Sampann.”

The Ann-Dhan-Sampann TVC outlines Jai Kisaan’s overall role in empowering the Indian farmer, not just in the fields but also in his daily life. Be it in opportunities in R&D, soil health and collaborative knowledge-sharing, Jai Kisaan has been at the forefront of such visible changes. With Jai Kisaan Junctions, as showcased in the commercial, ZACL has effectively put in place a well-networked outreach programme that assiststhe farmer in his livelihood. Brand Jai Kisaan is just not an entity that contributes to the yield but embodies the Adventz Group’s agri-business vision to be the one-stop solution for the farm economy. With Jai Kisaan, ZACL upholds the mission to create value for farmers and stakeholders by providing integrated agri solutions to all farm needs.

Creative Credits

Campaign Name/ Tagline: Jai Kisaan 50 Years: Ann-Dhann-Sampann

Client / Brand Name: Zuari Agro Chemicals and Fertilizers Ltd., Adventz Group

Creative Agency:R K SWAMY BBDO

Creative Director: Gautam Pandit

Client Servicing Team: Sasidharan KV

Director: Priyadarshan

Production House: Wide Angle Creations, Chennai, India

Campaign duration: 75 days

Number of channels: PAN India general Hindi national & regional news channels with Doordarshan

Languages: Hindi, Marathi, Bengali, Kannada, Malayalam, Oriya, Tamil & Telugu

Length of TVC: Master TVC of 60 Sec with the following two edits of 30 sec