21 Nov 2017
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Dhanuka Agritech launches new TVCs featuring Amitabh Bachchan

MUMBAI: Dhanuka Agritech has launched a series of television commercials featuring Bollywood superstar Amitabh Bachchan.

For years Dhanuka Agritech has been at the forefront of educating and spreading awareness about the right and judicious use of agro-chemicals.

A series of six commercials, created by Push Integrated, aptly depicts the farmer’s belief in astrologers and clairvoyants for predicting future cultivation and dependence on god for protecting their crops from destruction. The commercials portray Bachchan as a rural man who guides the farmers to use the products including Dhanzyme Gold, MAX-SOY, Mortar, Sakura and Cover on various crops.

Dhanuka Agritech group chairman R G Agarwal said, “Since decades, the vision of Dhanuka Agritech has been to bring about progressive change in the lives of Indian farmers through dedicated knowledge-driven and development-related activities. This new campaign is a further step in educating the farmers on the importance of use of agro-chemicals for a profitable yield.

“Today’s farmer immediately identifies with Amitabh Bachchan as a style icon. Mr. Bachchan is not only a versatile actor but also has a high degree of credibility and reliability. He was the perfect fit for Dhanuka and the messages the brand conveys.”

Push Integrated Communications founder, CMD VA Shrikumar said, “We wanted to create a campaign that directly connects with the Indian farmers. Agriculture is the backbone of our economy and crop failures have always impacted the growth momentum. From our deeper understanding of the farmer behaviour we found out most of the farmers in India still rely on superstitions and old school beliefs are applied to farming. Also from Dhanuka’s perspective, the brand relies on top scientific research round the clock and they come out with solutions that will help the farmer achieve a high yield. Educating and spreading awareness amongst the farmers through these TVCs was an apt campaign which we could think of doing with Mr. Amitabh Bachchan.”