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Mahindra First Choice reaches Indian farmers through a unique voice call



Mahindra group of companies, one of the most prominent businesses in India has a company called Mahindra First Choice. Under this brand, the company offers affordable and easy loans to farmers for owning tractors for agricultural purposes. Mahindra wanted to reach out to farmers in Rajasthan and educate them about tractor loans by Mahindra First Choice.

Target Audience:

The target audience was primarily farmers living in Rajasthan, India.


Reaching out to this niche audience was a challenge for Mahindra First Choice.

Approach & Execution:

With Vserv Authentic Data, we identified Rajasthani farmers having low range smartphones and/or feature phones and those who have signed up for various farming-related schemes. We then devised a strategy to reach out to farmers via a voice call in Hindi. We created a short, contextual 25 second audio clip asking users to dial #1 if they were interested to learn more about tractor loans offered by Mahindra. The ones who were not interested were requested to dial #0 so that a repeat message was not delivered to them.


This campaign proved that the strategy and approach used was optimum and the results delivered were phenomenal. We over-delivered on the target volume of calls which was approximately 2.7 lakhs. The campaign saw over 8% opt-ins, with over 17,000 leads for Mahindra First Choice in Rajasthan.


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