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Dhanuka Agritech Limited Television Commercial featuring Bollywood Superstar Amitabh Bachchan

With an objective to propagate water conservation, Dhanuka Agritech Limited (DAL), India’s leading Agrochemicals Company, has launched a new television commercial featuring Bollywood Superstar Amitabh Bachchan. For years Dhanuka Agritech Limited (DAL) has been at the forefront of educating and spreading awareness on water conservation at the village level through its flagship SAVE WATER campaign with a tagline “Khet ka pani khet mein aur gaon ka pani gaon mein”.

A 60 second film created by Ogilvy & Mather aptly depicts the dependence of Indian populace on rains and the associated happiness and prosperity. The jingle “Baadal Barse Tapur Tupur” connects the audience with the joy and euphoria that rain brings with it. It also sensitizes us on the woes and agony of a rainless year in our lives. The TVC further portrays how an individual can bring about change by undertaking small initiatives like harvesting rain water.

Mr. Bachchan’s iconic image of a Crusader is aptly used to “Call for action” towards water conservation.

Commenting on the new TVC, Mr. R.G. Agarwal, Group Chairman, Dhanuka Agritech Limited, said “Since decades, the DNA of Dhanuka Agritech Limited has been to bring about progressive change in the lives of Indian farmers through dedicated knowledge-driven and development-related activities. The TVC is a further step in this direction urging every stakeholder to understand the importance of water conservation for a sustainable future. The ‘emotion’ is so forceful that everyone’s conscience will respond to this issue. The TVC is expected to catch on the breath of the nation.”

Dhanuka Agritech Limited plans to go national with the TVC being telecasted in all national and regional channels in the near future.

Creative Credits:

Client: Dhanuka Agritech Limited
Client team: Mr. Ashok Mahajan, Himanshu Barsainya & Prasenjit Sinha
Agency: Ogilvy & Mather, India
Production house: Rising Sun Films
Director: Shoojit Sircar

About Dhanuka Agritech Limited.
Dhanuka Agritech Limited manufactures a wide range of agro-chemicals like herbicides, insecticides, fungicides, miticides, plant growth regulators in various forms – liquid, dust, powder and granules. The Company has a pan-India presence through its marketing offices in all major states in India, with a network of more than 7,500 distributors/ dealers selling to over 70,000 retailers across India and reaching out to more than 10 million farmers. The Company has technical tie-ups with 4 American and 5 Japanese Companies.

Dhanuka’s target customers are primarily farmers. Growth drivers are the intensive marketing network penetrating even the interiors of India, increased farm income, enhanced awareness about the cost-benefit tradeoff of agro-chemicals, highly diverse product range with solution for almost all problems in all crops, innovative marketing strategies and international technical tie-ups. The Company keeps adding new products every year through its collaborations and is continuously on the lookout to bring the latest technology to Indian Farmers.


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