Bayer's Seminis awards its digital mandate to Overheard Communications

The dependence of cultivators on digital channels to seek information, engage with brands and share their opinion has seen a tremendous uptick.

Effective and meaningful communication through online channels has become imperative for even the agriculture sector in the wake of the pandemic. The dependence of cultivators on digital channels to seek information, engage with brands and share their opinion has seen a tremendous uptick.

Owing to this, leading brands in this sector are seeking agencies that can bring about this shift in communication for them. Overheard Communications, an independent digital marketing agency,with a global footprint has been enabling brands to adapt to the changing consumer trends. As a result, Bayer, the global giant in the agriculture sector has appointed Overheard Communications, as the Agency on Record (AOR) for their Crop Science Division, for the Seminis brand. As a part of the mandate, Overheard Communications, will manage their social media accounts and help the brand grow and sustain its organic presence. The agency will also take care of the paid media mandate to increase the brand's visibility and help it flourish on digital. This will contribute to Seminis' endeavour to carve a differentiated positioning among its competitors and become a leading brand of choice for Indian cultivators.

Jayston D'Souza, Customer Marketing Communications Lead, Bayer (Crop Science Division, India) commented , “We needed a digital partner who understood changing consumer trends and how to switch swiftly with them. With the rapid change in consumer habits during Covid, its imperative for agencies to understand and implement effective digital communication and media strategies to reach out to the right audience. With Overheard Communications end-to-end solutions and integrated approach, we are sure that the association will help us penetrate the market effectively and create opportunities to engage with the right audience digitally.”

Ankita Petiwale, founder Overheard Communications, said, “We are thrilled to work with Bayer Crop Science and help them amplify their presence online. The opportunity to associate with global giant like them is a matter of pride for us. Our constant endeavour would be to leverage the digital mediums to further their existing relationships with their audience. As a partner to a pioneer like Bayer Crop Science. Our aim will be to help the brand maintain the edge it has created for itself via our digital solutions.

We look forward to taking the brand to newer heights with our digital-first approach, optimized for success.”others.