In a saturated market where fertiliser ads often blur into sameness—charts, chemicals, and promises of better yields—Coromandel International’s brand Gromor is turning the tables. In collaboration with creative agency Ogilvy, the brand has launched a distinctive, trust-driven campaign that does something rare in the agrochemical world: it speaks human.
Farmers don’t just buy fertilisers—they buy belief. This campaign understands that deeply. Instead of pushing technical jargon or aggressive claims, Gromor’s new direction centers on the emotional foundation of agriculture: trust between the farmer and the brand.
In a market where choices are often dictated by tradition or word-of-mouth, Coromandel and Ogilvy saw an opportunity to connect at a deeper level. The narrative isn’t built around ingredients or innovations but around reliability, loyalty, and legacy—values that resonate powerfully in rural India.
While most fertiliser campaigns focus on NPK ratios and scientific formulas, Gromor’s new campaign veers off that predictable path. Instead, it zooms in on real-life farmer experiences, intimate community ties, and the heritage of trust that Gromor has cultivated over decades.
With taglines that reflect assurance rather than aggression, the visuals lean into authenticity—weather-worn hands, morning rituals in the fields, multi-generational farming families. This isn’t glossy advertising; it’s grounded storytelling.
“Trust is not a buzzword in farming—it’s currency,” said a representative from Ogilvy. “We wanted to celebrate that unspoken relationship that farmers have with Gromor, built over consistent results and generations of belief.”
This trust-led repositioning comes at a critical moment. As India’s agricultural sector faces pressure from climate volatility, rising costs, and generational change, farmers are increasingly seeking partners, not just products. Coromandel’s campaign steps into that gap—not as a seller, but as a supporter.
The campaign is being disseminated across rural media channels—local language radio, vernacular print, regional TV, and WhatsApp-forward-friendly videos. It’s hyper-targeted, hyper-local, and emotionally rich—designed not for instant conversion, but for long-term connection.
Emotion-first branding: It’s rare in B2B agricultural marketing.
Localized narratives: Each story reflects regional realities, making it deeply relatable.
Trust as strategy: In a market driven by familiarity and reliability, the move feels intuitive and intelligent.
This is more than a fertiliser ad. It’s a cultural reset on how agri-brands can communicate with one of India’s most influential yet under-represented audiences: the farmer.
With Ogilvy’s storytelling prowess and Gromor’s legacy of performance, this campaign could redefine expectations—not just for the fertiliser industry, but for the entire rural marketing playbook.
