Challenges Faced
BharatAgri has been running its performance marketing and content creation in-house. They were doing well for a while but then reached a point of stagnation. The ads produced internally were beginning to feel repetitive and lacked the creativity that had characterised their earlier efforts. Engagement with these ads started to decline, and the ads were not converting to sales. It was clear that the ads needed a fresh spark, even as they continued to handle the ad campaigns and performance marketing efforts in-house.
"We have been very frugal doing everything in-house only, but with that, we hit stagnancy with respect to our performance ads and general ad strategy. So the content we generated was not getting enough traction."
-SAI GOLE, Co-founder, BharatAgri
- Stagnant growth in advertising performance
- Lack of ad-traction
- Weak brand recall among their target audience
This is when BharatAgri recalled an old companion and a long-time collaborator.
The Partnership with Amrit and Corevoice
BharatAgri's partnership with Amrit (and subsequently, CoreVoice) had begun long before their foray into e-commerce. Around 2018, when Amrit was working as a freelancer, BharatAgri commissioned him to create a client testimonial video. They were impressed with the impact that video created, and continued to work with Amrit on developing several more ad campaigns over the years.
As detailed in the previous case study, this collaboration evolved into a strategic partnership that had a significant impact on BharatAgri's marketing approach and overall growth of their farmer advisory app. Amrit helped them create impactful videos, from documentary-style stories to snackable ads, that resonated with their target audience of Indian farmers.
Faced with this latest challenge, when BharatAgri reached out to Amrit, this time, he also had a team along with him to work on it. He had started CoreVoice - a story-led marketing and brand consultancy - back in 2021. During this time, BharatAgri had also pivoted its business model from purely advisory-based, to an advisory-driven e-commerce.
And team CoreVoice set to work on the challenge.
Key Aspects of the Partnership
Understanding the Vision
CoreVoice took the time to deeply understand BharatAgri's business, vision, and both short-term and long-term goals. This understanding allowed for more effective storytelling and communication strategies.
Collaborative Problem-Solving
Instead of a traditional agency-client relationship, Corevoice acted as an extended creative partner.
Our synchronisation with Core Voice goes beyond a traditional agency relationship. Working with CoreVoice is similar to working with an extended creative partner rather than any other agency, where commercials are based on the number of ads, posts, or creative outputs. While quantitative metrics remain part of our commercial agreement, our primary objective is to solve the core problem statement. CoreVoice focuses on delivering strategic solutions that address fundamental challenges, not just producing a set number of creative assets.
NIKHIL WALLECHA, Marketing Head, BharatAgri
Data-Driven Approach
The partnership involves continuous feedback loops and data sharing, allowing for constant optimisation of strategies.
Evolving Communication Strategies
Corevoice experimented with various styles and actors to create a wide range of ad content. They then analysed the performance of each ad to inform future strategies. As Bharat Agri grew, its communication needs evolved. Corevoice adapted, moving from long-form ad content to shorter, more impactful ads that better suited its audience's changing attention spans.
Brand Campaign Development
Recognising the need for improved brand recall, Corevoice developed the "Shubh Kharif" campaign, designed to resonate with farmers at the start of the Kharif season.
The Power of Storytelling
Throughout the partnership, storytelling has been a crucial element.
"Storytelling becomes the key parameter or key pointer overall in any kind of communication."
-SAI GOLE, Co-founder, Bharat Agri
Corevoice has helped Bharat Agri maintain consistency in its storytelling across various platforms, from farmer-facing ads to investor pitch decks.
Results
The partnership with Corevoice has yielded impressive results for Bharat Agri:
- Revenue Growth:
In the past year, Bharat Agri has seen 4-5x growth, with the most significant gains in the last six months.
- Consistent Monthly Growth
The company has been growing by at least 15% month-over-month, with some months seeing growth as high as 25-30%.
- Improved Brand Recall
The strategic campaigns have enhanced Bharat Agri's presence in the minds of its target audience.
Conclusion
The collaboration between Bharat Agri and Corevoice exemplifies the power of strategic partnerships in driving business growth. By combining Bharat Agri's deep understanding of the agricultural sector with Corevoice's expertise in storytelling and communication, the partnership has not only overcome initial challenges but has also positioned Bharat Agri for continued success in the dynamic agritech landscape.
