A Tessarakt Activation Proposal

Know What Feeds You. An activation & campaign plan to make
India aware of the hidden ingredient
on every plate.

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.

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.

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.

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.

India's Most Wanted:
Dal Under Investigation

One campaign. Many touchpoints. Every format designed to make India question what's really on their plate.

Awareness first Culturally resonant Shareable by design Pulses & cereals focus
The Honest Hoarding
DISRUPT + AMPLIFY

The Honest Hoarding

A billboard that doesn't brag — it counts.

What It Is

A live-updating OOH display showing real-time count of pesticide-free packs tested and cleared. The number climbs every hour. No claims. Just evidence that honest farming is scaling.

FORMAT

Digital OOH billboard

LOCATIONS

Top highways, 4 metros

CORE CTA

"Watch the number grow"

CONTENT HOOK

Live counter + transparency

How It Works

  • Digital LED billboard connected to real testing data
  • Counter updates hourly with actual packs tested
  • Night mode with glowing green counter against city skyline
  • QR code links to live dashboard with full testing data

Where to Deploy

Mumbai Western ExpressDelhi Ring RoadBangalore ORRHyderabad PVNRTop metro highways

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 of the glowing counter against city skyline
  • Split-screen: flashy brand ads vs one honest number
honestfarms
OOH Billboard
honestfarms The billboard that keeps counting. 47,293 packs tested pesticide-free today.
honestfarms
OOH Billboard Night
honestfarms Night view. The number never stops. Neither does honest farming.
The Invisible Guest
DIGITAL IDEA — CAROUSEL / REEL SERIES

The Invisible Guest

Pesticides have been at every Indian dinner table. Nobody could see them.

Three Creative Routes

Option A: The Uninvited Dinner Guest

Mr. Keetnashak — suited, briefcase — sits at every family meal. Dal chawal: he's there. Makhana movie night: there. Honest Farms arrives. He checks his invite. No entry. Gets up. Leaves.

Option B: The Family Portrait

Beautiful oil-painted family portrait — dal, ghee, makhana on table. Zoom in: tiny Mr. Keetnashak painted in every corner. New portrait. Honest Farms products. He's not in this one.

Option C: The Yearbook

Mock school yearbook. Every student has a superlative. Mr. Keetnashak's page: 'Most Likely to Show Up Uninvited to Every Meal.'

Share Hook: 'Has Mr. Keetnashak been at YOUR table?' — saves, shares, floods parent WhatsApp groups.

Security Check and Tiffin Report Card
ON-GROUND — GATED HOUSING SOCIETY · ALL 3 CITIES

Security Check — For Your Dal

Every society checks everything at the gate. Except the food going into your body.

Three Creative Routes

The Naaka

A new 'checking booth' appears overnight. Brand rep in khaki stops grocery delivery bikes. Red stamp: FLAGGED. Honest Farms pack: green stamp CLEARED. Residents get a 'food clearance certificate' + trial pack.

The Notice Board

New notice in official RWA circular format: 'IMPORTANT: Keetnashak Alert.' Lists real FSSAI pesticide residue facts. Last line: 'One brand has completed 230 checks and has been cleared.' QR code.

The Weighing Scale

Branded weighing scale in the society park — for dal, not body weight. Place your current dal brand on one side. FSSAI data card on other. Scale tips. Place Honest Farms. 230 checks. Scale balances.

Target: Aware Maa · New Parent | Every activation is filmed — ground content IS digital content.

🎓📋

Tiffin Report Card

The child becomes the brand messenger.
The report card goes home.

ON-GROUND — SCHOOL / COLLEGE CAMPUS · ALL 3 CITIES

Tiffin Report Card

The child becomes the brand messenger. The report card goes home.

Three Creative Routes

The Inspector

Lab coat brand rep + giant magnifying glass opens tiffins and issues report cards. Dal from unknown source: C — Pending jaanch. Honest Farms makhana: A+ — Pesticide free. Gold star.

The Science Fair

Not a brand stall — a real science fair exhibit. Petri dishes, colour-change indicators, NABL lab report printouts. Students run a test — test strip stays clear (Honest Farms). One changes colour.

The Canteen Swap

One week: school canteen food made with Honest Farms dal, makhana, sattu. Small flag on each dish: 'Aaj ka khaana — 230 checks ke baad.' No lecture. Just the food, flagged honestly.

Target: New Parent · Aware Maa | Tiffin Report Cards photographed and shared by parents on Instagram Stories.

Play. Learn. Choose Honest.

Interactive games designed for events, schools, and society activations. Each game educates while entertaining — turning awareness into action.

Hop to Honest

Hop to Honest

A giant hopscotch journey from harmful practices to honest choices. Physical installation at malls, events, and campuses.

Choose Honest Snakes and Ladders

Choose Honest — Snakes & Ladders

Climb the ladders of good farming practices. Avoid the snakes of pesticides. A branded board game for families.

Shoot Out the Bad

Shoot Out the Bad

Aim at pesticide bottles, avoid hitting good practices. A carnival-style shooting gallery. Score high, win honest goodies.

The Honest Grab

The Honest Grab

Grab the honest produce, avoid the pesticide bottles. A custom claw machine at events and malls. Every win teaches honest farming.

Ideas at a Glance

ActivationLayerFormatLocations
The Honest HoardingDisruptDigital OOHTop highways, 4 metros
The Invisible GuestDisrupt + ConvertCarousel / Reel SeriesInstagram, YouTube
Security Check — For Your DalConvertOn-ground activationGated societies, 3 cities
Tiffin Report CardConvertOn-ground activationSchools / colleges, 3 cities
Hop to HonestAmplifyInteractive gameMalls, events, campuses
Choose Honest — Snakes & LaddersAmplifyBoard game / eventHouseholds, events
Shoot Out the BadAmplifyCarnival gameEvents, malls, fests
The Honest GrabAmplifyClaw machineMalls, food festivals

Phased rollout for maximum impact.

Weeks 1 – 4

The Pesticide Library

DISRUPT — Launch with maximum noise

Weeks 3 – 8

The Soil Test Stand

DISRUPT + CONVERT — Prove it live

Weeks 1 – 10

#PesticideDiet Always-On

AMPLIFY — Keep the conversation alive

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.