Crystal launches TVC using its mascot to create brand visibility

For an integrated marketing campaign, the TVC is being followed up by field-level campaign using the brand mascot

by exchange4media Staff
Published - Oct 14, 2017 7:51 AM Updated: Oct 14, 2017 7:51 AM

Crystal Crop Protection, a trusted name in agrochemicals, has come up with an interesting TV commercial on its new-age miticide – Abacin, introduced in the market recently. Abacin’s benefit is that it is naturally-derived (from Bacteria Streptomyces avermitilis), broad-spectrum and environmentally safe.

The commercial is being telecast on southern TV channels, but will soon be seen on major TV channels across India. The channels on which it is being presently telecast include ETV Telugu, Sakshi, TV9 Telugu, V6 News, ETV News in Andhra Pradesh, ETV Kannada, TV9 Kannada, Public TV in Karnataka and IBN Lokmat, ABP Majha, Zee 24 Taas in Maharashtra.

It might be recalled that Crystal had come up with an evocative Bavistin commercial last year, which was very well received in the market. The Abacin advertisement is equally creative and is being appreciated by viewers and creating a positive impact in the market. The new commercial is in the form of an animation film. For an integrated marketing campaign, the TV commercial is being followed up by field level campaign using the brand mascot for creating brand visibility.

Abacin, like the protagonist of the TVC, is a champion of victory over evil and committed to bring peace of mind to the farmers. A superior miticide, Abacin has caused a huge stir in the agrochemical industry as well as in the farming community. A cut above the rest, this product from the coveted blue triangle category of agrochemical, stands tall on its value proposition of effective and long-term control of mite.

Launching the TVC, C.S. Shukla, Sr. Vice President- Marketing, Crystal Group, said, “We are happy to launch this TV commercial. It will enhance Crystal’s visibility as a brand leader. The aim is to provide farmers revolutionary solutions for crop protection and yield enhancement. It underscores the fact that though there are many miticides in the market, the farmer picks up Abacin for its efficacy. It portrays Abacin as a trusted miticide, a destroyer of evil (mites) that alone can bring farmers fool-proof protection against mites. With this commercial, Crystal aims to improve product awareness and provide farmers integrated solutions for crop protection.”

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