A Tessarakt Activation Proposal

Pesticide-Free. Period. An activation & campaign plan to make Honest Farms impossible to ignore in India's top 4 metros.

PREPARED FOR DEHAAT HONEST FARMS

The word 'organic' has lost its meaning.

It's gone from a promise to a price tag.

73%

Distrust organic labels

Indian consumers don't believe the "organic" sticker guarantees anything real.

2.4×

Premium charged

Organic commands a markup that puts safe food out of reach for most families.

1 in 4

Worry about pesticides

Every fourth household expresses concern over chemical residues in everyday produce.

Stats are illustrative benchmarks based on industry research.

Who Is Honest Farms

Not organic. Not premium.
Just honest.

🌱

5,000+

Farmers in the network, across India's heartland.

🔍

230+

Quality checks from farm to shelf. Every single batch.

📍

Farm-to-Fork

Full traceability. Know exactly where your food comes from.

💰

Mass-Market

Priced for real families. Not a luxury, a right.

The Strategic Wedge

"Pesticide-free" beats "organic." Every single time.

The Big Idea

Make the invisible
impossible to ignore.

Pesticide residues are invisible. That's what makes them scary — and what makes the problem easy to ignore. Our campaign takes the unseen and makes it undeniable. Through live tests, public spectacles, and culturally resonant activations, we turn food safety from a label claim into a lived experience.

Strategic Framework

A three-layer strategy.

01
Disrupt

Break the Pattern

Interrupt complacency

Create unmissable public moments that force people to confront what's in their food. Spectacle-first, designed for earned media and social virality.

02
Convert

Earn the Trial

From awareness to action

Once we have attention, turn curiosity into trial. Sampling, live demos, and farmer connections that make Honest Farms tangible and trustworthy.

03
Amplify

Feed the Flywheel

User-generated momentum

Every activation is designed to create shareable content. UGC, creator collaborations, and always-on social that keeps the conversation alive long after the event.

The Campaign

One Truth. Five Formats.
Retail. Mall. OOH. Humor. Games.

Five distinct activation formats — retail interception, mall experiences, city-wide OOH, a humour-driven campaign, and gamified installations — each designed to intercept consumers at different touchpoints, build visceral brand recall, and convert casual browsers into committed Honest Farms buyers. One unshakeable message: know what's in your food.

Disrupt

Shock & awe installations that force consumers to confront what's really in their food.

Honest Hoarding (OOH) · Pesticide Library (Mall)

Convert

Hands-on experiences that turn awareness into trial — scratch cards, sampling, live connections.

Scratch the Truth (Retail) · Farmer Phone Booth (Mall)

Amplify

Every activation is designed to generate content — UGC, viral moments, social shareability.

Dal Under Investigation (Humor) · All activations

01

Encounter
Consumer hits retail, mall, highway, or event

→
02

Disrupt
Activation stops them in their tracks

→
03

Engage
Interactive experience creates emotional connection

→
04

Sample
Free product trial seals the deal

→
05

Share
Content moment amplifies reach 10x

Retail Activation

In-Store Interception

Catch consumers at the point of purchase. Turn a grocery run into a moment of truth.

Scratch the Truth - Scratch Card Activation
Convert + Engage

Scratch the Truth

Scratch the card. Uncover the truth. Choose pesticide-free.

What It Is

A branded scratch card counter placed at supermarket billing sections and product aisles. Every customer gets a scratch card at purchase — revealing pesticide facts, product truths, and instant rewards. From free samples to shopping vouchers, the scratch card turns a routine grocery run into an interactive moment of awareness. Grand prize: one month of free Honest Farms ration.

The Blueprint

Format

Branded scratch card counter + display

Locations

Supermarkets, modern trade, D2C stores

Core CTA

"Scratch. Learn. Choose clean."

Content Hook

Gamified truth + instant gratification

How It Works

  • Set up branded counter at billing section — green & gold Honest Farms display with product showcase
  • Customers receive scratch card with every purchase or organic product enquiry
  • Scratch reveals one of: pesticide fact, reward (free sample, 10-50% voucher), or grand prize entry
  • Brand promoter guides conversation: "Did you know your dal has 14 pesticide residues on average?"
  • Product sampling counter adjacent — taste before you buy, guided by promoter

Scratch Card Messaging

✔

"Yes! This product is pesticide-free."

🔍

"Tested for 256+ pesticide residues."

🎁

"You win a free Honest Farms sample!"

🏆

"Grand Prize: 1 Month Free Ration!"

Rewards Structure

  • 60% of cards: Pesticide awareness facts + product education
  • 25% of cards: Free product samples (single-serve dal, rice, atta packs)
  • 10% of cards: Shopping vouchers (₹50–₹200 off next Honest Farms purchase)
  • 4% of cards: Branded merchandise (tote bags, kitchen magnets, recipe cards)
  • 1% of cards: Grand Prize entry — 1 month of free Honest Farms ration for the household

Where to Deploy

Nature's Basket BigBasket Hub Stores Reliance Fresh DMart Select Spencer's Organic World RWA Pop-up Counters D2C Delivery Inserts

Content That Gets Created

  • "I scratched the truth at the supermarket" — customer reaction reels
  • Scratch card reveal compilations — will they win the grand prize?
  • "256 pesticides tested" fact cards shared as Instagram story series
  • Grand prize winner announcement — one month of free ration unboxing
  • Promoter-led taste test videos — "Try organic dal for the first time"
  • Behind the scenes: printing 50,000 scratch cards with hidden truths
honestfarms
Instagram Reel Mockup
honestfarms Scratch the card. Know the truth. Your dal just passed 256 pesticide tests.
honestfarms
Instagram Reel Mockup
honestfarms Grand prize alert: 1 month of free Honest Farms ration. Scratch to win.
Mall Activation

Experiential Installations

High-footfall public spaces. Impossible-to-ignore installations that create earned media and social virality.

The Pesticide Library
Disrupt

The Pesticide Library

A glass-walled museum of everything we don't put in your food.

What It Is

A stunning glass installation in high-footfall public spaces. Inside: vials of every pesticide commonly found in Indian produce, each labelled with its health effects. Beautiful, clinical, terrifying — and impossible to walk past.

The Blueprint

Format

Pop-up glass installation

Locations

Mumbai, Delhi, Bangalore, Hyderabad

Core CTA

"Know what you're eating"

Content Hook

Shock factor + shareable visuals

How It Works

  • Partner with event fabrication vendor to build modular glass unit (8x12 ft)
  • Source actual pesticide packaging from agricultural suppliers
  • Install LED shelf lighting for dramatic visual impact
  • Station 2 brand ambassadors to guide visitors through the journey from "poison aisle" to "honest aisle"

Where to Deploy

Phoenix Mall Select Citywalk Grub Fest Horn OK Please Ashoka University SRCC Christ University WeWork 91springboard

Content That Gets Created

  • Reaction videos of people seeing pesticide vials for the first time
  • Before/after walk-through reels with dramatic reveal transitions
  • Creator collaborations — "I walked through the Pesticide Library and I can't unsee this"
  • "Guess the pesticide count" interactive Stories poll series
  • Side-by-side lab report carousel — what's in Brand X vs Honest Farms
  • Mini-documentary: building the Pesticide Library in 48 hours (BTS content)
honestfarms
Instagram Reel Mockup
honestfarms Walk through the Pesticide Library. See what's really in your food.
honestfarms
Instagram Reel Mockup
honestfarms 247 pesticides found in everyday produce. We tested every single vial.
Farmer Phone Booth
Convert + Amplify

Farmer Phone Booth

Pick up the phone. Your farmer is on the line.

What It Is

Retro phone booths placed in malls and markets. Pick up the handset and get connected to a live video call with an actual Honest Farms farmer. Ask anything. See their farm. Make traceability personal.

The Blueprint

Format

Retro phone booth installation

Locations

High-footfall malls, metro cities

Core CTA

"Talk to your farmer"

Content Hook

Emotional real-time connection

How It Works

  • Custom-build 2 retro phone booth units (fiberglass + paint)
  • Install tablet with video call app connected to pre-scheduled farmer slots
  • Station a photographer for Polaroid handouts
  • Farmer training: 30-min brief on talking points, basic video call etiquette

Where to Deploy

Khan Market Bandra Linking Road RWA Common Areas School/College Fests Organic Food Expos T3 Delhi Airport T2 Mumbai Airport

Content That Gets Created

  • Split-screen reel of consumer and farmer on the call — raw, unscripted
  • "I just met the man who grew my rice" reaction content
  • Polaroid photo collections shared as carousel posts
  • Farmer Q&A highlight reel — funniest and most emotional moments
  • "3 questions I never thought I'd ask a farmer" creator series
  • Behind the scenes: how we connected a Mumbai mall to a Bihar farm
honestfarms
Instagram Reel Mockup
honestfarms Pick up the phone. Your farmer is waiting on the other end.
honestfarms
Instagram Reel Mockup
honestfarms Live from the booth: a farmer just answered the call.
OOH / Hoarding

The City-Scale Billboard

Digital out-of-home that dominates highways and city junctions. Always on. Always counting.

The Honest Hoarding - Live Counter Billboard
Disrupt + Amplify

The Honest Hoarding

A billboard that calls out the entire industry. Daily.

What It Is

Large-format digital OOH billboards in key city locations that display a daily-updating counter: "47,293 packs tested pesticide-free today. How many did YOUR brand test? We'll wait." Real data, real-time, real accountability. Cheeky, confident, and impossible to look away from. The tagline rotates weekly — "Still waiting for Brand X's number..." The numbers climb. The city watches. Competitors sweat.

The Blueprint

Format

Digital OOH billboards

Locations

Top junctions, 4 metros

Core CTA

"Watch the number grow"

Content Hook

Daily-updating social proof

How It Works

  • Book 4 digital OOH billboard spots on premium highways
  • Connect to backend API that shows real-time pack testing data; update count every hour automatically
  • Add cheeky tagline that changes weekly ("Still waiting for Brand X's number...")
  • Night mode with green LED glow for after-dark visibility

Where to Deploy

Western Express Highway, Mumbai NH-48 Delhi-Gurgaon ORR Bangalore Hitec City, Hyderabad Near Competitor HQs

Content That Gets Created

  • Time-lapse of the counter climbing through the day — "Watch it tick"
  • "The billboard that brands don't want you to see" — viral reel hook
  • Night shots with city lights — aesthetic reel fodder for car rides past
  • Weekly counter milestone posts — "We just hit 1 lakh packs tested"
  • Competitor HQ drive-by content — "Parked outside their office with our numbers"
  • Street interviews near the hoarding — "Do you know what this number means?"
honestfarms
Instagram Reel Mockup
honestfarms The billboard that keeps counting. How many did your brand test today?
honestfarms
Instagram Reel Mockup
honestfarms Night mode. The numbers glow. The city watches.
Humor Campaign

India’s Most Wanted:
Dal Under Investigation

A humour-first public activation investigating what’s really in India’s dal & pulses.

*Campaign adapts to any Honest Farms product category — dal, rice, atta, spices & more.

Funny first Self-aware Dramatic Culturally Indian Socially shareable
Most Wanted Wall

Zone 1

India's Most Wanted Wall

Hero Visual Anchor

A massive police investigation setup. Evidence boards, hazard tape, red string connecting the dots. Everyday produce pinned up like criminal suspects.

Top Offenders:

Toor Dal Tyagi Chana Dal Chopra Moong Dal Mishra Masoor Mafia
  • Interactive "Reveal the Truth" flipboard buttons
  • Mugshot photo booth — get your "wanted" poster
  • Massive Instagram moment: shareable by design

Social Content

Most Wanted Wall Social

Selfies at the evidence wall — detective poses with veggie mugshots

Mugshot Booth Social

Custom wanted posters — your face next to a tomato suspect

Mummy Booth

Zone 2

Mummy Apology Booth

Emotional UGC Zone

A recreated middle-class Indian kitchen. Warm lighting, familiar objects, a fridge with magnets. But this one comes with confession booths and pre-recorded mom voices asking uncomfortable questions.

  • "Beta, tu kya kha raha hai?"
  • "Call your mom now" prompt — MASSIVE UGC potential
  • Emotional, funny, deeply relatable
  • Shareable video moments at every touchpoint

Social Content

Mummy Booth Social

Emotional mom calls from the confession booth — massive UGC moment

How It Works

  • Scout and book a 2,500+ sq ft venue in a high-footfall area (mall atrium, convention centre, college campus)
  • Fabricate the Most Wanted Wall and Mummy Kitchen set — 2-week build time
  • Print 2,000+ mugshot photo strips and "WANTED" poster kits per city
  • Station 3 photographers + 2 videographers for real-time UGC capture
  • Run for 3 consecutive weekends in each city; rotate across 4 metros over 3 months
  • Integrate product sampling at exit — "CLEARED" stamp on Honest Farms packs

Where to Deploy

Select City Walk, Delhi Phoenix Palladium, Mumbai Orion Mall, Bangalore Forum Mall, Hyderabad College Fests (IIMs, IITs) Organic Food Expos Dilli Haat

Content That Gets Created

  • Mugshot photo booth selfies — "India's Most Wanted" poster with your face
  • The Most Wanted Wall reveal — which dal brand got exposed this week?
  • "Mummy ko phone karo" emotional call recordings — instant tears + shares
  • Evidence bag unboxing — "I got bail from the Dal Investigation"
  • Wanted poster generator — upload your dal photo, get a custom poster
  • BTS content: building the crime scene setup in 48 hours flat
honestfarms
Instagram Reel Mockup
honestfarms India's Most Wanted: Dal Under Investigation. Who's getting arrested today?
honestfarms
Instagram Reel Mockup
honestfarms Tamatar ji aap itne laal kaise? The polygraph doesn't lie.
Games Activation

Play to Learn, Learn to Choose

Gamified mall and event installations that turn food awareness into an interactive, shareable experience. Every game ends with a lesson — and a reason to choose honest.

Interactive Pesticide Awareness Kiosk
Interactive Kiosk

Why Are Humans Eating Plant Chemicals?

A towering green installation in mall atriums that stops shoppers in their tracks. Press the button to “experience the truth” — the kiosk reveals how pesticides made for plants end up in our bodies. Infographic panels show the journey from spray to plate, while a live produce crate and brand messaging drive home the Honest Farms promise: pesticide-free, traceable, farmer-empowered.

The Honest Grab - Claw Machine Game
Claw Machine

The Honest Grab

A branded claw machine filled with plush vegetables, seed packets, herb kits, and Honest Farms capsules — alongside “bad choices” like pesticide bottles and toxic symbols. Grab the honest produce, avoid the harmful ones. An “Honest Meter” scores your choices in real time. Find the Golden Capsule for a special reward. Every win teaches — scan the QR to meet the farmer behind your food.

Shoot Out The Bad - Shooting Gallery
Shooting Gallery

Shoot Out The Bad, Choose Honest

A carnival-style shooting gallery where players aim at pesticide targets — chemical sprays, fake pesticides, harmful residues. Hit the bad targets for +10 points, accidentally hit good farming practices and lose 5. Ten shots, big stakes, honest goodies as prizes. Post your score for the social challenge: #ShootForHonest. Fun for kids and adults, learning baked into every round.

Choose Honest Snakes and Ladders Board Game
Giant Board Game

Choose Honest: Snakes & Ladders

A life-size 10×10 board game where ladders represent good farming practices (soil health, integrated pest management, clean water, traceable produce) and snakes represent pesticide misuse (excessive chemical use, fake pesticides, burning crop waste, unregulated use). Players physically walk the board, learning at every square. Reach 100 — Honest Harvest — and win. A game for a healthier tomorrow.

Hop To Honest - Floor Hopscotch Game
Floor Hopscotch

Hop To Honest!

A giant floor hopscotch installation where every hop takes you from harmful choices to honest ones. Start at “Too Much Spray” and hop through Save the Bees, Healthy Soil, Farmer First, Pesticide Free, and Freshly Harvested — all the way to the top: “I Choose Honest.” Red zones are traps (answer a question or go back!). Carry the basket challenge. Scan QR tiles for farmer stories. A little hop, a big choice.

Conversion Engine

Sampling Mechanics & Incentives

Every activation ends with a reason to buy. Here's how we turn footfall into conversions.

01

Product Sampling Counter

Stationed at every activation exit. Visitors taste Honest Farms dal, rice, and atta — guided by trained promoters who share lab reports and pesticide comparison data live.

02

Scratch Card Rewards

Scratch cards distributed at supermarket counters and activation venues. Winners get free samples, shopping vouchers, or enter the grand prize draw for a month's free ration.

03

QR-to-Cart Conversion

Every touchpoint includes a QR code linking directly to the Honest Farms online store. Scan, add to cart, get first-purchase discount. Track attribution per activation.

04

Referral Mechanic

"Share the truth" — visitors who share their activation moment on Instagram get a discount code for a friend. Double-sided incentive drives both repeat purchase and new customer acquisition.

Projected Impact

What This Campaign Delivers

👁

Mass Awareness

High-footfall placements across 4 metro cities ensure the brand becomes impossible to ignore

🤝

Hands-On Trial

Every activation funnels into direct product sampling — taste is the ultimate conversion tool

📱

Organic Virality

Shareable moments from mugshot booths, phone calls, scratch reveals, and game wins drive earned media

🛒

Purchase Intent

QR-to-cart flows, discount codes, and referral mechanics turn every interaction into a buying opportunity

The Conversion Funnel

Walk-by Impressions
Active Engagements
Product Trials & Samples
QR Scans & Store Visits
First-Time Purchases

Overview

Ideas at a Glance

Activation Category Format Locations Core CTA
Scratch the Truth Retail Scratch card counter Supermarkets, modern trade "Scratch. Learn. Choose clean."
The Pesticide Library Mall Glass installation 4 metros "Know what you're eating"
Farmer Phone Booth Mall Phone booth Malls, markets "Talk to your farmer"
The Honest Hoarding OOH Digital billboard 4 metro highways "Watch the number grow"
Dal Under Investigation Humor Event activation 4 metros, college fests "India's Most Wanted"
Games Activation Games 5 interactive games Malls, events, fests "Play to learn, choose honest"

Recommended Stack

Phased rollout for maximum impact.

Weeks 1 – 4

The Pesticide Library + Honest Hoarding

DISRUPT — Launch with maximum noise across malls and highways

Weeks 2 – 8

Scratch the Truth + Farmer Phone Booth

CONVERT — Retail-level engagement, sampling, and live farmer connections

Weeks 4 – 12

Dal Under Investigation

AMPLIFY — Mall takeovers with massive UGC and social virality

Disrupt Phase
Convert Phase
Amplify Phase

Why Us

Why Tessarakt

8+

Years in Experiential

Built from the ground up for live brand experiences.

7,500+

Attendees Managed

Large-scale events, zero compromise on quality.

100%

In-House Production

Design, build, content, tech — all under one roof.

47

Live Accounts

Currently executing across India's top brands.

Honest Farms

India doesn't need another organic brand.
It needs an honest one.

LET'S MAKE PESTICIDE-FREE
LOUDER THAN ORGANIC.

Tessarakt · Bengaluru