Abhishek Rawat

Tanuj Verma
Lakshit Yadav
#SeedTheRise Campaign
Ankit Jindal

2/16/2018 1
 About the campaign

Elements of the campaign

Effectiveness of the campaign

What could have been done differently?

2/16/2018 2
About the campaign
• Mahindra & Mahindra initiated a massive
digitally-driven crowd-funding campaign called
#SeedTheRise in partnership with digital agency
Flying Cursor Interactive
• The objective of the campaign was to launch a
sustainable campaign to create positive
sentiments about farmers and farming
• Total donations which would come up through
crowd funding, Mahindra would match up with
equal amount of donation
• Money would be used for farmer welfare
through 5 carefully selected projects in
collaboration with 4 NGOs such as through
providing alternative forms of livelihood,
educating farmers’ daughters and helping them
with agricultural advancements

2/16/2018 3
Elements of the campaign

Digital Film

Microsite

Social Media

Twitter activities

2/16/2018 4
Elements of the campaign

Digital Film

Microsite

Social Media

Twitter activities

2/16/2018 5
Elements of the campaign

Digital Film

Microsite

Social Media

Twitter activities

2/16/2018 6
Elements of the campaign

Digital Film

Microsite

Social Media

Twitter activities

2/16/2018 7
Effectiveness of the campaign

• Reached out to nearly 4000 donors

• Rs 1.04 Crores was raised and equal amount was matched by
Mahindra & Mahindra Limited.
• In all a total amount of Rs 2.08 Crores was given to 4 NGO’s for
5 projects
• Youtube Video: 30K views
• Twitter: 74K likes ; 138K retweets
• Ad Campaign won gold at 63rdCannes Lion Ad Festival 2016
• Articles published in pages like Logical Indian with average
page views of around 3.4 million
• Grofers asked people to share images with hashtags
#ThanksForTheMeal

2/16/2018 8
What could have been done differently

• Instead of text tweets from celebrities, Mahindra could have

encouraged popular celebrities to do video tweets.
• More emphasis could have been given on the details of the
project as well

2/16/2018 9
2/16/2018 10