By adgully
Syngenta, a global leader in agricultural innovation, has introduced a powerful new television campaign for its latest seed treatment, Vibrance Premium. Designed for potatoes, Vibrance Premium leverages Syngenta’s pioneering Rooting Power technology, ensuring uniform, glossy, and blemish-free potatoes that enhance yield quality and market value for farmers.
The campaign, developed and executed by 21N78E Creative Labs, emphasizes a key consumer demand: medium-sized, clean, and perfect-looking potatoes. This preference leads to higher market prices, making it essential for farmers to meet these standards. The Vibrance Premium treatment addresses this need by promoting uniformity and protection against Black Scab, a crucial factor for improving the marketability of potato crops.
“Syngenta has always been at the cutting edge of agricultural innovation, and Vibrance Premium is a testament to our commitment to helping farmers enhance their yields,” said Abhinav Srivastava, Branding & Content Excellence Lead at Syngenta India. “The new TVC clearly conveys the product’s distinct advantages, making sure it resonates with farmers and stakeholders alike.”
Ravi Chauhan, Head of Seedcare AMEA & India, added, “The revolutionary chemistry of Vibrance Premium ensures blemish-free skin and uniformity—attributes that are key to securing better prices for farmers in the market. Communicating these benefits through the campaign was crucial to helping farmers recognize the full potential of this seed treatment.”
Anita Binakar, Product Manager-Seedcare at Syngenta India, noted, “We wanted a narrative that would connect with farmers on a practical level, and 21N78E Creative Labs successfully achieved this with a creative and humorous approach, making the campaign both engaging and memorable.”
Sudhir Nair, CEO and Co-Founder of 21N78E Creative Labs, commented on the strategic thinking behind the campaign: “We focused on highlighting the product’s unique benefits—such as uniformity, sheen, and blemish-free skin—in a way that not only captured attention but also reinforced its value to the target audience. The use of humor and a compelling visual narrative ensured that farmers could connect with the advantages Vibrance Premium offers in a relatable way.”
The TVC is being aired in Hindi, Punjabi, and Gujarati, targeting key potato-growing regions in India to maximize the product’s reach.
