This study consist of a campaign, which was to educate farmers, the most vulnerable lot of this nation, on soil health benefits with the use of phosphate based fertilizers. Upload your own case studies @ http://www.afaqs.com/news/case_studies/upload.html To request download, contact us at +91-120-4190721 or casestudies@afaqs.com Browse through more case studies @ http://www.afaqs.com/news/case_studies/index.html

2. OCP Educational Campaign - Fertilizers
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3. OCP Educational Campaign - Fertilizers
Project
Educate farmers, the most vulnerable lot of this nation, on soil health benefits with the use of phosphate based fertilizers.
Influence policy makers of the benefits phosphate based fertilizers, and introduce subsidy on the use of the phosphate.
Deliverables
An event hosted by OCP, and attended by the who’s who of the industry to promote the ‘idea’ of phosphate, and strengthen relationships with partners
Client Brief
In a country dominated with Urea as the base of most soil health enhancers, and urea being the compound of choice for the policy makers as well,
phosphate, even though far superior in results for the farmer, is little known. We need to create an air of positive aura around ‘phosphate’ and slowly
create pressure by talking to policy makers and building pressure at the grass-root level by talking to the farm population on the benefits of phosphate.
TG
Policy Makers : Ministry of Agriculture
Industry Players : CEO, MD, Procurement, Marketing Teams at leading players in the Phosphorus based fertilizer business
Farmers : R1-R2, 25-45yrs, Male only, PAN India
Agency's Strategy
For a farmer, his land is his most valuable possession. For a policy maker, his constituents are his most valuable possession. To policy makers and
farmers alike, the benefits of phosphate based products needed to be demonstrated first. If you have facts on your side, that’s half the battle won.
For a farmer, what he is looking for is also to minimize the variation in his earning and to bring a steadiness to his yield, and thus his income. The
concept of farms being ‘evergreen’ hence was something that would work both for the farmers and the policy makers. All we needed to do hence, was
create a top of mind connect for the word ‘evergreen’ to ‘phosphate’, and our job would be done. Base the claim on facts and you’re home.
Simply put, ‘Lending nature a helping hand, with Balanced nutrition for every Land. OCP’

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