Growth · case study
A direct line to the farmer
Bull's first digital channel, built to find the cheapest conversation.
For five years Bull reached farmers one way: a supervisor in a village. When it began selling Banas Dairy's Bhumi Amrut range, it needed a second way that did not scale with headcount.
The answer was not an ad for the product. It was an ad that opens a WhatsApp conversation with a salesperson, which is how a farmer actually decides to buy something.
How it works
The ad
A short creative in Gujarati, run across North Gujarat.
The tap
One tap opens WhatsApp with a message already written. No form, no landing page.
The conversation
A salesperson answers, in the farmer's words, and the sale happens the way it would at a counter.
The testCheck
Creatives and platforms run against each other, and the budget moves to wherever a conversation costs least.
What came of it
- Bull's first farmer-facing digital funnel, now a standing channel beside the field team.
- The budget follows the cheapest conversation, not the loudest ad.