Jaypee Group's Chand Chaap Urea

Business Scenario & Challenges at Chand Chaap

Chand Chaap, the flagship urea brand of Jaypee Group and a leading player in the agricultural business in North India. Headquartered in Kanpur, Uttar Pradesh, the team was looking to add some new marketing tools to its go-to marketing strategy. The aim was to come closer to their rural consumers, especially farmers. Conventional advertising channels like television and print were not so cost-effective, had a lot of wastage, and could be felt to be losing to the internet era. The leadership of Chand Chaap was keen to test some platforms that are not highly expensive, yet are targeted with high reach and communicate their campaign at a large scale.

What is RailTel Advertising?

RailTel Corporation, a "Navratna" PSU is one of the country's largest neutral telecom infrastructure providers, owning a Pan-India optical fiber network. Every day they provide free Wi-Fi services to 1.8 million Indian Railway passengers, and over 9 million monthly passengers across 6,109+ railway stations spread across urban and rural areas of Bharat. Beyond this magnanimous reach, they can also run impactful vernacular display and video ads through their digital platform.

What is meant for Chand Chaap

RailTel's digital advertisement solutions finally made it possible for Chand Chaap to put targeted ads at the railway stations of the location where they wanted to connect with the farmers and farmhands. By this method, the company not only gained steady interaction but also facilitated quick access to product information via digital links and call-to-action banners.

Collaborating with Doodlezz, Yellow Dolce strategically leveraged RailTel’s digital advertising capabilities for Chand Chaap. It was a privilege to contribute to an initiative that redefined rural outreach, ensuring precise and effective consumer engagement. Result? Maximized reach, optimized engagement, and set a new benchmark in cost-effective brand visibility

Campaign Execution & Statistics

The campaign was carried out through 9 big railway stations in 8 cities to provide direct exposure to rural customers.

Top highlights:

• Targeted Coverage: Advertisements are shown at 9 significant railway stations, such as Delhi (Anand Vihar and NDLS), Agra, Varanasi, Ghaziabad, Mathura, Lucknow, Bareilly, and Patna, covering strategic areas with heavy agricultural activity.
• 10 Times Greater Visibility than Traditional Advertising Channels: Digital advertisements by RailTel outcompeted social media through higher audience reach, ten times greater than social media platforms like Facebook and Instagram. With an impressive 17, 38,732 reach and 42,26,814 impressions in just one month, the campaign ensured extensive visibility at key railway stations. This level of exposure significantly enhanced brand awareness, engaging thousands of daily commuters
• Timely Execution: Executed during MahaKumbh, a period of hefty traffic at railway stations, maximizing exposure to potential customers
• Affordable Advertising: Contrary to television or print media advertisements with fixed run-time, RailTel's online advertising permitted Chand Chaap to be in front of its audience for a long time. Cost per impression remained significantly lower, ensuring cost-effective yet impactful brand visibility.

Impact & Results

• Brand Awareness- Enhanced product visibility among farmers and rural consumers, strengthening trust and familiarity with Chand Chaap.
• Increased Engagement- Ads were shown where the audience was present and engaged, generating a greater response rate.
• Cost Efficiency- The RailTel network yielded a better ROI than social media advertising through targeted and frequent exposure.
• Targeted Consumer Accessibility- Farmers were able to connect with the brand instantly through Wi-Fi-based call-to-action buttons, maximizing direct interaction.