Push Integrated Communications to handle Dhanuka Agritech's creative duties

The account will be serviced from the Bengaluru and Mumbai offices of the agency.

The Agrochemicals Formulation Company Dhanuka Agritech has awarded its entire range of creative duties and integrated communications mandate to Push Integrated Communications.

The agency will handle the product and corporate communication, rural branding in the form of campaigns and collaterals, as well as internal communication and branding for Dhanuka. In the coming months, Push Integrated will also conceptualise and produce ad films for the company. The mandate will provide a good platform for the agency to explore rural marketing.

Ashok Mahajan, senior general manager, Dhanuka Agritech says, "Push Integrated brings wholistic solutions to a marketing challenge. Its team brings on board a brand of communications that will empower our product narrative within the farming community across the nation. Its unique insights will help us connect with the farmer, as well as our marketing channels. Moreover, it has a great working relationship with our brand ambassador Mr Amitabh Bachchan."

According to Anil Rajgopal, chief executive officer of Push Integrated Communications, Dhanuka Agritech is a company whose products help farmers maximise their yield. "It empowers the engine of our economy, the farming community. I view this as more of an honour than merely a business win. It is an opportunity to interact with farmers through the might of Dhanuka's product lines, as well as a responsibility to spread the aura and ethical standards of a noble enterprise. And, of course, it gives us the opportunity to team up with Amitabh Bachchan."

Sanjay Menon, chief creative officer, Push Integrated Communications, feels that you can't really teach a farmer about farming. You can't make a sales pitch about something he knows better than you. When you speak to a farmer about products that are critical to his work, you can't just grab his attention and entertain him. He isn't going to get swayed by feel good advertising and emotional mush. This requires strategic, creative solutions. Solutions, which are expressed in the most persuasive manner. "To reach out to him is also a challenge. We need to explore effective channels of communication beyond television. To work for a brand like Dhanuka Agritech is a huge challenge, and of course, an incredible opportunity," says Menon.

Founded in 2007, Push Integrated Communications offers integrated communication solutions, which includes communication strategy, creative development, execution, public relations, media solutions, digital strategy, activation, film production, and event management. Its client portfolio includes brands such as Kalyan Jewellers, Manappuram Gold Loan, Wrangler Jeans, Malayala Manorama TV, KDD, AVT Premium, Tata Consultancy Services and Etisalat.