Client Profile

A leading tyre manufacturer of India focused on innovation and excellence with their ground-breaking technologies and products.

Its mission was to meet the demands of Indian farmers who were in need of heavy tractors to fulfil the agricultural needs of the nation.

They wanted educate and engage farmers of Uttar Pradesh about their specialized tyre.


What services did we provide?

Mindwave Media conceptualize and organized a BTL Activity at sugar factories in UP. This factory is supported by 50 million farmers.

Every day 1000+ sugar cane farmers come to these mills on their tractors to sell their daily produce and our concept was to tap the farmers standing in queue. This is an apt place because the sugarcane farmer not only comes along with his tractor, but has enough time to engage because of the huge waiting time in queue. The concept was to highlight and discuss about the farmers current tractor tyre issues, pitch about the new product and explain them product benefits by playing some interesting games. Also, farmers who were winners were given gifts so that they engage with the brand easily. Our demonstration of tyre led to a huge number of enquiry generation.

Mindwave Media had the capability of covering the top most 35 sugar mills of Uttar Pradesh that is responsible for the major sugar produce of the nation with its 105 days campaign (3 days in each sugar mill).



  • 50,000 farmers met and data collected
  • 15,000 enquiries recorded
  • Overall a great success with excellent enquiries and the client subsequently got very good conversion from the campaign