The programme focuses on 3As – Aware, Alert, Act, as an enabler of change
Corteva Agriscience has introduced ‘Udayan – Tarakki ka Naya Savera’- an integrated farmer engagement programme. Udayan programme is focussed to establish and nurture a relationship with Corteva’s customers and channel partners. The programme focuses on 3As – Aware, Alert, Act, as an enabler of change. The programme defines clear milestones to cover all phases of the rice-growing cycle from pre-sowing to harvesting. It further aims to create awareness and sensitize rice farmers on brown plant hoppers (BPH) menace, timely and effective usage of Pexalon, a science-based and sustainable solution to manage the BPH menace, thus increasing yield productivity by 10 per cent.
Corteva has introduced a content-first and customer-centric communication and technological solution to engage existing users of Pexalon, onboard new users, and unite rice farmers across India in their fight against BPH infestation. With the help of ‘Farmer Connect App’, farmers can scan unique QR codes printed on Corteva products to distinguish between a ‘genuine Pexalon product’ against counterfeit, engage with fellow rice farmers and encourage others to use Pexalon.
The programme was amplified by building a robust campaign ecosystem connecting all our on-ground activities with our digital programme via the Farmer Connect app. All delivered through an elaborate and phased content marketing campaign adapted in regional languages cutting across boundaries, demographic and psychographic at every step, across our marketing channels.
