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Syngenta, a global leader in agricultural innovation, has unveiled a powerful new television campaign for Vibrance Premium, the company’s latest seed treatment for potatoes. Vibrance Premium features Syngenta’s pioneering Rooting Power technology, delivering uniform, glossy potatoes free from Black Scab, significantly enhancing yield quality and marketability for farmers.
The campaign, conceived and executed by 21N78E Creative Labs, centres around a key consumer preference: medium-sized, clean, and blemish-free potatoes. This demand for uniform and perfect potatoes translates to higher market prices, making it crucial for farmers to meet these standards. The campaign highlights how Vibrance Premium addresses this need in a compelling and relatable way.
“Syngenta has always been at the forefront of agricultural innovation, and Vibrance Premium exemplifies our dedication to improving farmers' outcomes,” said Abhinav Srivastava, Branding & Content Excellence Lead at Syngenta India. “The TVC effectively communicates the product's distinct benefits, ensuring that its value resonates with both farmers and stakeholders.”
Ravi Chauhan, Head of Seedcare AMEA & India, emphasised, “Vibrance Premium’s revolutionary chemistry ensures uniformity and blemish-free skin—crucial qualities that drive higher prices in the market. Communicating these advantages was essential for farmers to appreciate the full potential of the product.”
Anita Binakar, Product Manager-Seedcare, added, “Our goal was to deliver a compelling narrative that resonates with farmers. 21N78E Creative Labs achieved this by creating a script that highlights the product’s USPs with creativity and humour, making the campaign both engaging and memorable.”
Sudhir Nair, CEO and Co-Founder of 21N78E Creative Labs, emphasised the strategic thinking behind the campaign: “Our approach with Vibrance Premium was to ensure the product’s key differentiators were communicated in a way that not only captured attention but also reinforced its value to the target audience. In a competitive seed treatment market, it was crucial to highlight the product’s unique benefits—uniformity, sheen, and blemish-free skin—in a memorable and relatable manner. We opted for a tailored creative strategy, using humour and a compelling visual narrative to ensure the message resonates deeply with farmers and drives home the tangible advantages Vibrance Premium offers.”
The TVC was aired in Hindi, Punjabi, and Gujarati, ensuring widespread reach across key potato-growing regions in India.
