Adventz launches Jai Kisaan Ann-Dhan-Sampann TV campaign

Adventz launches Jai Kisaan Ann-Dhan-Sampann TV campaign
The campaign showcases flagship ZACL brand’s contribution in empowering farmers. It captures Adventz agribusiness’s transformation to directly connect with the Indian farmer community

Zuari Agro Chemicals Limited (ZACL) has rolled out the Jai Kisaan Ann-Dhan-Sampann TV commercial to commemorate 50 years of brand Jai Kisaan and to bring out the ‘business-to-farmer’ transformation of the agri business led by the Adventz Group’s flagship company.
The one-of-a-kind integrated farmer-centric TV commercial, Ann-Dhan-Sampann captures how enriched and fulfilled farmers mean a prosperous India; it highlights the mission of brand Jai Kisaan to enable farmers produce high-quality crops. For a nation that is coming back in realising its renewed potential in the agrarian economy, the mission has been crucial in charting a course in bettering lives within the farming community.
Sunil Sethy, Managing Director, Zuari Agro Chemicals said: “For 50 years Jai Kisaan has been a key driver to address the agricultural requirements of a growth-intensive nation. Jai Kisaan has been consistently delivering quality products and services across India. A campaign such as Ann-Dhan-Sampann essentially conveys to our stakeholders the fundamental transformation that Zuari Agro Chemicals, thereby Jai Kisaan, has undertaken — moving from a purely B2B company to establishing direct connect with the farmers.”
“Over the years we have been working towards such a goal and our Jai Kisaan Junctions bear testimony to the resurgence. Through them, we have established one-stop shop for farmers and farm-support services. We have now set a path and aim to be the single-largest facilitator for the farmers, either by manufacturing or sourcing agri-inputs and partnering with farmers, to achieve the farm economy’s full potential,” he added.
Created and produced by RK SWAMY BBDO, the TVC-led campaign targets — apart from the farmer – stakeholders such as policy makers, business partners, FIs and employees. It visualises how Jai Kisaan has helped turn farmers into agriculturists, educating them on scientific techniques, providing them new-age technologies and experiential farms.
The Ann-Dhan-Sampann campaign amplifies the deep connection between agriculture and the values of Indian way of life; its essence is in its festive and earthy song set to an Indian tune, supporting the story of agriculture and the farmers here. The 60-second film showcases Jai Kisaan’s role as a national brand, with shots representing all major crops in full bloom, across regions. To be aired in Hindi across national and regional news channels, Ann-Dhan-Sampann subtly captures Brand Jai Kisaan supporting and assisting the entire journey of farmers with a host of products, retail outlets, knowledge of best practices and technology, and helpful salahkaars (consultants).
Gautam Pandit, Creative Director, RK SWAMY BBDO, said, “The challenge was to find a way to communicate self-sufficiency in food production in a simple, warm manner which anyone can understand. The insight was to find a cultural connection common to the whole country. Thus came in the Sanskrit idiom from our culture Anna-Dhann-Sampann.”

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