The milk and milk products manufacturing company Mother Dairy recently launched a digital campaign titled Tweet to Farmer with the aim to appreciate the efforts of farmers. The campaign used a digital platform to connect urban India with the farmers of our country.
Conceptualised and executed by WATConsult, the campaign was structured in two phases. Phase 1 took off at midnight on November 26, which is the birth anniversary of the legendary social entrepreneur Verghese Kurien, also known as the Father of the White Revolution and who was responsible for Operation Flood, the world's largest agricultural development programme.
The campaign was launched simultaneously on all the social media platforms of Mother Dairy. The brand requested people to tweet with the hashtag #TweetToFarmer as a token of appreciation for the efforts of the farmers. The activity was carried out over five days and generated over 1.3 million impressions.
Participants were curious though to know how the messages would reach the farmers as many of them were not present on social media.
So, in Phase 2, the best messages or tweets were physically delivered to the farmers on a customised scroll at the company's collection centres and their responses were captured in a video. Phase 2 concluded with a video that summarised the whole campaign.
Commenting on the campaign, a Mother Dairy spokesperson, says, "The National Dairy Development Board initiated a campaign called Farmers First to boost support for the farmer community for its endless contribution towards nation building. With this unique campaign titled Tweet To Farmer, Mother Dairy aimed to connect farmers, consumers and the nation at large. The response from the netizens was overwhelming, and was received warmly by the farmers."
Elaborating on the campaign, Rajiv Dingra, founder and CEO, WATConsult, says, "We are always grateful to farmers though we hardly get a chance to thank them. Being in the digital world makes it even more difficult. When Mother Dairy asked us to ideate a campaign for farmers, we used this opportunity to the fullest. The team worked round-the-clock to make the Tweet To Farmer campaign successful. The campaign was undoubtedly successful. We received over 39,000 responses and over 14,000 shares. But, the smiles on the faces of the farmers on seeing the scrolls, really confirmed the campaign's success."
Mother Dairy was commissioned in 1974 as a wholly-owned subsidiary of the National Dairy Development Board (NDDB). Established under the Operation Flood initiative, the dairy development programme was launched to make India a milk-sufficient nation. Today, Mother Dairy manufactures, markets and sells milk and milk products including cultured products, ice-creams, paneer (cottage cheese) and ghee (clarified butter) under the Mother Dairy brand.
Founded in 2007 and part of Dentsu Aegis Network, WATConsult is a full-service digital media agency which consists of a 200-member team spread across Mumbai, Delhi and Bengaluru. The agency's client portfolio includes brands such as Godrej, Tata, Bajaj, SAP, and Nikon.