PREPARED FOR DEHAAT HONEST FARMS
The word 'organic' has lost its meaning.
It's gone from a promise to a price tag.
Indian consumers don't believe the "organic" sticker guarantees anything real.
Organic commands a markup that puts safe food out of reach for most families.
Every fourth household expresses concern over chemical residues in everyday produce.
Stats are illustrative benchmarks based on industry research.
Who Is Honest Farms
Farmers in the network, across India's heartland.
Quality checks from farm to shelf. Every single batch.
Full traceability. Know exactly where your food comes from.
Priced for real families. Not a luxury, a right.
The Big Idea
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
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.
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.
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
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.
Shock & awe installations that force consumers to confront what's really in their food.
Honest Hoarding (OOH) · Pesticide Library (Mall)
Hands-on experiences that turn awareness into trial — scratch cards, sampling, live connections.
Scratch the Truth (Retail) · Farmer Phone Booth (Mall)
Every activation is designed to generate content — UGC, viral moments, social shareability.
Dal Under Investigation (Humor) · All activations
Encounter
Consumer hits retail, mall, highway, or event
Disrupt
Activation stops them in their tracks
Engage
Interactive experience creates emotional connection
Sample
Free product trial seals the deal
Share
Content moment amplifies reach 10x
Catch consumers at the point of purchase. Turn a grocery run into a moment of 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
High-footfall public spaces. Impossible-to-ignore installations that create earned media and social virality.
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
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
Digital out-of-home that dominates highways and city junctions. Always on. Always counting.
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
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.
Zone 1
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:
Zone 2
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.
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.
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.
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.
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.
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.
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
Every activation ends with a reason to buy. Here's how we turn footfall into conversions.
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.
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.
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.
"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
High-footfall placements across 4 metro cities ensure the brand becomes impossible to ignore
Every activation funnels into direct product sampling — taste is the ultimate conversion tool
Shareable moments from mugshot booths, phone calls, scratch reveals, and game wins drive earned media
QR-to-cart flows, discount codes, and referral mechanics turn every interaction into a buying opportunity
Overview
| 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
Weeks 1 – 4
DISRUPT — Launch with maximum noise across malls and highways
Weeks 2 – 8
CONVERT — Retail-level engagement, sampling, and live farmer connections
Weeks 4 – 12
AMPLIFY — Mall takeovers with massive UGC and social virality
Why Us
8+
Built from the ground up for live brand experiences.
7,500+
Large-scale events, zero compromise on quality.
100%
Design, build, content, tech — all under one roof.
47
Currently executing across India's top brands.
LET'S MAKE PESTICIDE-FREE
LOUDER THAN ORGANIC.