Mother Dairy through its social media presence is asking digital natives to pay respect to the Milkman of India, Dr. Verghese Kurien, by tweeting to the farmers their appreciation for their efforts. According to the press release, As Dr. Kurien always stood for the farmers and truly believed in the concept of #FarmersFirst, the brand is carrying forward his message to bring the true heroes of India in the limelight. All messages will be translated to vernacular language and shared in form of large collage.
The campaign spanning across five days, started by launching a Twitter trend called - #TweetToFarmer on November 26, 2015.
This was followed by getting native articles about the efforts of Dr. Kurien on two of India's most prominent content publishers - The Logical Indian and ScoopWhoop.
The brand has also started google search ads wherein searches for anything around Milk or Dr. Kurien, will fetch and show our message of TweetToFarmer. With Google also dedicating their doodle, this unique promotion activity further helped in spreading the message for the farmers.
This is a 5-day activity that will go on till 30th November. Users are asked to share their love for the farmers and special message till then. After that, best appreciation messages/tweets will be hand delivered to the farmers at our collection centres across India.
The complete activity will be captured visually and then later packaged to showcase on the digital platform via a video. This will contain the instances wherein farmers are given the tweets that users have shared.