The average person may not associate juicy mangoes and apples,
fiery red chillies and succulent grapes with pesticides, but
agribusiness company Syngenta is using these very images for its Actara
brand advertising.
The regionwide campaign, covering television, print, outdoor and
below-the-line activities, has been developed by TBWA in Hong Kong.
Its chairman and strategic planning director, Gavin Heron, said the
agency adopted a disruptive strategy, moving away from conventional,
product-focused advertising and towards a more emotional approach.
The idea behind the campaign is to feature the farmer as the hero.
Syngenta Philippines president and chief executive officer, Edgar Juan
Surtida, said that breaking away from technical advertising "helped
create excitement and enthusiasm among our own sales people".
The campaign is running in Vietnam, Pakistan, Korea, India and the
Philippines.
