Syngenta takes disruptive tack for Actara push

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