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) began long before its foray into e-commerce. Around 2018, when Amrit was working as a freelance filmmaker, BharatAgri commissioned him to create a video story about its impact on farmers. It was a great success and helped BharatAgri multiply its customer base. The company continued to work with Amrit on several more ad campaigns over the years, such as the Marathi campaign below.

Problem Statement

BharatAgri ran its performance marketing and content creation in-house. Its ads performed well for a while, but at some point they stopped delivering results. The team 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

We explored variations across the following parameters:

• Neutral vs funny vs serious

• Male vs female anchors (solo vs couple)

• With actors or without actors (just a voiceover with product shots)

• The order in which the actor, product and app appear in the ads

• Problem->solution pitch vs Benefit->Offer pitch

• Story format vs direct

• Single product vs multiple products

Final outcome

Ads. Many of them. Like the one below.

Through our work, BharatAgri was able to scale its ad campaigns, increasing its revenue by 5X over an eight-month period.

Towards the end, we showed the internal team best practices for making effective ads, enabling it to take over and start creating successful ads in-house again.