Dhanuka Agritech awarded creative mandate to Push Integrated Communications

Dhanuka Agritech Ltd, among India’s largest agrochemicals formulation companies awarded the creative duties and the entire gamut of integrated communications mandate to Push Integrated Communications Pvt. Ltd - a leading national communications agency with offices across India & the GCC. The account was awarded to Push on the strength of its strategic & creative excellence.

The work for Dhanuka Agritech will encompass product and corporate communication, rural branding in the form of campaigns and collaterals as well as internal communication and branding. In the coming months, Push Integrated will also conceptualize and produce bespoke films for the company. The mandate will provide a perfect platform for the agency to explore rural marketing and gain critical insights into rural India. The Dhanuka account will be serviced from the Bengaluru & Mumbai offices of the Agency.

Sharing his thoughts on the association, Mr. Ashok Mahajan, Senior General Manager, Dhanuka Agritech added: "Push Integrated brings wholistic solutions to a marketing challenge. Their team brings on board a brand of communications that will empower our product narrative within the farming community across the nation. They bring in unique insights that help us connect with the farmer as well as our marketing channels. To add to this, they have a great working relationship with our brand ambassador, Mr. Amitabh Bachchan."

Commenting on winning the mandate, Anil Rajgopal, Chief Executive Officer of Push Integrated Communications said, “Dhanuka Agritech is a company that empowers the 'engine of our economy', the farming community. A company whose products help the farmers maximize their yield; a company whose credibility is built on protecting the interests of our farmers. More than a business win, I view this as an honour. This is an opportunity to converse with the farmers through the might of Dhanuka's product lines; and an opportunity to spread the aura and ethical standards of a noble enterprise. And to team up with the indomitable, inspiring and iconic Mr. Amitabh Bachchan!! This is a huge responsibility.”

Sanjay Menon, Chief Creative Officer, Push Integrated Communications said, “You can't teach a farmer about farming. You can't make a sales pitch about something he knows better than you. When you speak to a farmer about products that are critical to his work, you can't just grab his attention and entertain him. He isn't going to get swayed by feel good advertising and emotional mush. This requires strategic, creative solutions. Solutions, which are expressed in the most persuasive manner. Reaching him is also a challenge. We need to explore effective channels of communication beyond television. Working for a brand like Dhanuka Agritech is a huge challenge, and of course, an incredible opportunity.”

With a strong product portfolio of over 80 brands with 100 per cent domestic sales, Dhanuka Agritech’s products are used by over 10 million farmers across India. It has the second largest rural distribution network in India with over 8,600 direct dealers selling to over 80,000 retailers. Mr. Amitabh Bachchan is the Dhanuka Brand Ambassador.

Founded in 2007, Push Integrated Communications offers integrated communication solutions including communication strategy, creative development, execution, public relations, media solutions, digital strategy, activation, film production and event management.