Focus's new campaign for brand 'New Holland' consolidates its position as a technology leader

Mumbai: New Holland Fiat (India), part of the CNH Global group (one of the world's leading Agricultural and Construction Equipment Manufacturing Company), has entrusted Focus Circle with a responsibility of deriving a new positioning the brand with a 360 degree campaign. Focus has been the brand custodian for New Holland for the past two years for the Indian market, and with the growing mechanization needs of agricultural industry which are directly depending on latest technology, they realised that it was the right time for the brand to directly communicate with their target audience using the TVC and digital space as primary platforms.

The first phase involved creation of the TVC campaign, which focuses on the integration of technology in the life of a farmer. Sharing greater insights on the overall campaign and the concept of the TVC, Rahool Talukdhar, National Creative Director, Focus Circle said "Using TVC to communicate to niche audience was extremely stimulating. To understand a brand like New Holland which is one of the global leader in its space, the core strategy and messaging enables us to build up connection with audiences leading to sustainable engagement unlike a B2C segment. Besides, it's great to work with a brand that can give you the freedom of applying integrated services as the efforts can be synchronised well. The core objective of the campaign is to communicate to the direct and indirect audience that New Holland being the pioneer in tractor technology, it should be the ONLY choice of every progressive farmer in the country."

As a major global player in the agriculture equipment market, New Holland has been growing consistently in India. New Holland aims at customising and creating mass awareness through the digital platforms for effective impact & reach to the potential fraternity.

Highlighting her brief to the agency and the core objective Ms. Seema Singh, GM- Corporate Communication, , New Holland Fiat India said "Agricultural sector in India is going through a transitional phase from traditional farming to mechanized farming; which is the need of the time due to various reasons such as labour shortage, need for faster crop cycles and quality food grains as an output of farming. And to cater to this growing need of the segment, which needs a whole range of solutions that would ease agricultural operations. Observing the scope and the willingness of the farmers to explore newer technology, we wanted to offer our global expertise to add value to the Indian agricultural sector. Searching for effective media to communicate the same to the direct and indirect audiences was a challenge. We jointly worked out an impactful road map with Focus, to ensure that we are able to successfully achieve our business objective of creating strong brand image and further strengthening it."

The focus is to stream line the core communication across all platforms and increase the scope of communication about the brand in the market to increase the awareness amongst direct and indirect audiences. With an objective to reach out to the farming and agricultural community across India the campaign was scheduled to running across PTC, Doordarshan, India TV, Aaj Tak and ETV with focus on agriculturally rich states of Punjab, Haryana, Rajasthan, UP, MP, Gujarat and Maharashtra. With the digital mandate in the pipeline the agency will aim at streamlining the core message through all communication & execution platforms for brand engagement.

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