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Mother Dairy motivates India to #TweetToFarmer with WATConsult

MediaInfoline January 14, 2016

Milk and milk products major Mother Dairy, established under the ‘Operation Flood’ program and a wholly owned subsidiary of National Dairy Development Board (NDDB), appreciated the efforts of farmers via #TweetToFarmer campaign in which urban India was successfully connected to rural farmers. The campaign was conceptualized and executed by WATConsult, a full service digital agency from the Dentsu Aegis Network. #TweetToFarmer was structured in two phases. Phase one where the campaign was initiated on the occasion of Dr. Verghese Kurien’s birth anniversary and in phase two it was concluded with an inspiring video.

#TweetToFarmer campaign was launched at 12 in the midnight on Dr. Kurien’s birthday (November 26, 2015) on all social media platforms of Mother Dairy. The brand requested digital natives to tweet with the hashtag #TweetToFarmer as an appreciation of farmers’ efforts in a 5-day activity in Phase one. This phase generated over 1.3 million impressions. Many of the participants asked Mother Dairy how this appreciation is going to reach the farmers as many of them aren’t present on social media. So in phase two, best appreciation messages/tweets were hand delivered to the farmers on a customized scroll at our collection centers. Farmers’ heart touching responses are captured in a video here:

Speaking on the campaign, Mother Dairy Fruit & Vegetable Pvt. Ltd. Spokesperson, said, “National Dairy Development Board initiated a campaign #FarmersFirst aimed to boost support for farmer community for their endless contribution in nation building. Supporting the cause, Mother Dairy celebrated Dr. Kurien’s birth anniversary with a unique engaging campaign #TweetToFarmer aimed to connect farmers, consumers and the nation at large. Fulfilling the cause, the netizens too poured their motivation for farmers acknowledging their role, which was overwhelmingly received by the farmers.”

Elaborating on the campaign, Rajiv Dingra, founder & CEO, WATConsult said, “We all are always grateful to the farmers of our country 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 around the clock to make #TweetToFarmer campaign successful. Not only 39000+ responses and 14000+ shares but those smiles on farmers’ face after seeing the scrolls, confirmed the campaign’s success.”


Brand: Mother Dairy

Client: Abhijit Poddar

Digital agency: WATConsult

Founder and chief executive officer: Rajiv Dingra

AVP Operations: Sahil Shah

Lead Account Manager: Shanu Jain

Social Media Team: Niraj Jain, Aditya Verma, Aarya Shah & Percy Karat



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