Empowering Indian Agriculture: ARM Worldwide and PMFBY’s Impactful Collaboration

Introduction

India, a nation predominantly driven by agriculture, relies on its farming community, which constitutes 61% of the population and contributes to 19% of the GDP. To support and uplift this vital sector, the government of India introduced the Pradhan Mantri Fasal Bima Yojana (PMFBY), a comprehensive crop insurance scheme. The PMFBY initiative is designed to provide insurance coverage and financial support to farmers in the event of crop failure due to natural calamities, pests, and diseases. It aims to stabilise farmers' income, promote modern agricultural practices, and ensure a steady flow of credit to the agricultural sector.

New Amendments

Since its launch in 2016, the PMFBY initiative has played a crucial role in safeguarding the interests of Indian farmers. However, with the continuous evolution of the agricultural landscape, the scheme underwent multiple amendments in 2023. These updates introduced new sections on the scheme's website, such as Digi Claim, risk protection, report crop loss, application status, technical grievance, weather data, and Yes tech. The government needed to create awareness about these amendments and ensure that farmers could navigate the website effectively.

Collaboration with ARM Worldwide

In this endeavour, the government of India joined hands with ARM Worldwide, a leading marketing and communications partner, to spread the word about these crucial updates among the farming community. The mission was to simplify the scheme's benefits and raise awareness among the target audience effectively. This comprehensive Influencer Marketing Case Study reveals how our ARM team contributed to the success of the campaign using multiple Rural marketing strategies.

Objectives

To create awareness and communicate the recent amendments made in the Pradhan Mantri Fasal Bima Yojana (PMFBY).
To familiarise users with the revamped PMFBY website, making navigation seamless.
To simplify the understanding of the scheme's benefits and its relevance to the farming community safeguarding their interest.
Make the scheme's benefits easily comprehensible to the farming community by breaking down complex information into simple, clear, and relatable terms.
To increase awareness and cultivate interest in the scheme's services to inspire word-of-mouth publicity.

ARM’s Influencer Marketing Strategy

To achieve the objectives ARM Worldwide’s Influencer Marketing team carefully curated a strategy:

Campaign Strategy: The campaign unfolded in two phases, covering pan-India regions. Phase 1 targeted North India in July-August, while Phase 2 extended to South India in December, ensuring a comprehensive approach with a mix of states in both phases.
Platform Selection: To optimise reach, the campaign spanned three social media platforms: Instagram, YouTube, and Facebook.
Influencer Selection: A diverse pool of influencers, from the northern and southern regions was selected to ensure a vast reach and deep connection with the diverse target audience.
Content Direction: Influencers were tasked with explaining the scheme's facilities and services, with a focus on simplification and relatability.

Implementation

To achieve the campaign's goals, we prioritised a straightforward and concise implementation strategy.

Influencer Collaboration: ARM Worldwide partnered with influential voices in the agricultural community—Agritech Guruji, Indian Farming Management, and Odia Farming Dunia.

Diverse Content Formats: We ensured to produce a comprehensive range of content to engage and inform the audience effectively:

Dedicated YouTube Videos diving deep into the scheme's nuances, providing in-depth insights were created.
The team also created Instagram Reel format short videos to make the scheme's information accessible and engaging.
Additionally, the team also ensured that these videos were shared on Facebook to reach a broader and more niche audience.

Content Direction: ARM Worldwide ensured that all content communicated the intricacies of the PMFBY initiative in a simplified and relatable manner, making the scheme more accessible to the farming community.
Regional Authenticity: Filmed at real farming locations, allowing viewers to connect deeply with the heart of agricultural activities.
Impact Measurement: Collected heartfelt testimonial videos from farmers who watched influencer content, providing a tangible measure of the campaign's impact and assessing how it resonated within the farming community.

Results

The ARM Worldwide collaboration helped not only to communicate PMFBY Yojana’s amendments effectively but also to bring the government closer to the farming community. The influencers' relatable content and regional approach made the scheme more accessible and relatable, serving as an essential step in empowering Indian farmers and ensuring the continued growth of the agricultural sector. In a matter of weeks, the campaign achieved remarkable results:

Total Likes: 900+
Total Video Views: 15.5K+
Total Engagement (Likes, Comments, Shares): 900+
Total Reach: 30K+
Numerous inquiries from the Odisha region