About BharatAgri

BharatAgri is an advisory-driven e-commerce platform for Indian farmers. It has been on a mission to transform the agricultural technology sector.

BharatAgri's partnership with Amrit (Founder, Story99) had begun long before their foray into e-commerce. Around 2018, when Amrit was working as a freelancer filmmaker, BharatAgri commissioned him to create a farmer impact video story. That was a great success (helped BharatAgri multiply its customer base) and they continued to work with Amrit on developing several more ad campaigns over the years - like the one below (Marathi).

Problem Statement

BharatAgri ran its performance marketing and content creation in-house. They were doing well for a while but at some point, the ads stopped performing. They needed a creative breakthrough.

The solution

This assignment was executed when Amrit was running his earlier consulting company (prior to Story99). Below is how the team approached solving the problem.

• Reviewed the in-house ads created by BharatAgri + their performance numbers to draw creative insights
• Developed a divergent set of ads to experiment with
• Learnt from the numbers and repeated this cycle

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We explored variation on the following parameters:

• Neutral vs funny vs serious
• Male vs female anchors (solo vs couple)
• With actor / without actor (just voiceover with product shots)
• The order in which the following appear in the ads - actor, product, app
• Problem->solution pitch vs Benefit->Offer pitch
• Story format vs direct
• Single product vs multiple product

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Final outcome

Ads. Many of them. Like the one below.

With the work that we did, BharatAgri was able to scale its ad-campaign, increasing its revenue by 5X over an eight month period.

Towards the end, we were able to do show the internal team some of the best practices to make an ad work they were able to take over start creating successful ads in-house again.