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
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)
Honest Aisle Takeover
Your grocery store just became a crime scene.
What It Is
Strategic retail takeover of grocery store aisles. Rival produce gets "WARNING: Pesticide Residue Possible" black stickers. Honest Farms shelf stands glow green with "CLEARED" stamps. The contrast is visceral and immediate.
The Blueprint
Format
In-store retail activation
Locations
Top grocery chains, 4 metros
Core CTA
"Choose the cleared aisle"
Content Hook
Disruptive POS + photo moments
How It Works
- Partner with Nature's Basket, Foodhall, or BigBasket warehouses
- Print 500+ black warning stickers per store; night crew applies stickers before morning opening
- Honest Farms products get bright green "CLEARED" shelf-talkers
- Position brand ambassador at aisle entry with QR code standee
Where to Deploy
Content That Gets Created
- Time-lapse of the overnight aisle transformation — "What happened at 3am?"
- "Spot the honest product" challenge reels with timer countdown
- Shopper reaction UGC clips discovering the warning stickers
- Store manager prank-style content — "Why are customers photographing aisle 7?"
- Split-screen: regular aisle vs Honest Aisle side-by-side walk-through
- QR code scan reveals — filming what happens when shoppers scan the stickers
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
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
#PesticideDiet
The content series nobody asked for but everyone needs.
What It Is
A 40+ creator content series where influencers reveal what pesticides are "seasoning" their favourite foods. Funny, shocking, shareable. Seeded across Instagram Reels, YouTube Shorts, and X. Always-on content engine running throughout the campaign.
The Blueprint
Format
Creator content series
Locations
Digital-first, pan-India
Core CTA
"Check your diet"
Content Hook
Creator authority + shock humour
How It Works
- Identify 40+ food/health creators across Instagram, YouTube, and ShareChat
- Send each a curated "investigation kit" (magnifying glass, Honest Farms products, dal packet with hidden pesticide fact card)
- Creators film themselves discovering what's really in everyday products
- Staggered posting over 3 weeks for sustained buzz
Where to Deploy
Content That Gets Created
- "What's REALLY in your dal?" reveal videos with dramatic zoom-ins
- Side-by-side comparisons of regular vs Honest Farms lab reports
- Meme-format content — "My dal has more chemicals than my skincare routine"
- Creator unboxing the investigation kit — magnifying glass, fact cards, products
- "Read the label" challenge — creators try to pronounce pesticide names
- Duet/stitch format: creators reacting to each other's #PesticideDiet findings
The Honest Thali
A pop-up restaurant where the menu is the supply chain.
What It Is
A limited-run pop-up dining experience. Every dish on the menu lists not just ingredients, but their origin farm, pesticide test results, and the farmer who grew them. The meal becomes proof. Food critics, influencers, and families queue up.
The Blueprint
Format
Pop-up restaurant experience
Locations
Bangalore, Mumbai
Core CTA
"Eat the evidence"
Content Hook
Food meets transparency theatre
How It Works
- Partner with a known chef (Ranveer Brar, Kunal Kapur type)
- Pop-up for 3 weekends in 2 cities; menu printed on recycled paper listing farmer name, village, crop date
- Supply chain receipt printed with each order
- Limited to 50 covers/day to create exclusivity and waitlists
Where to Deploy
Content That Gets Created
- Chef plating the thali — overhead ASMR reel with ingredient close-ups
- Customer reading the supply chain receipt — genuine reaction content
- "This restaurant doesn't list ingredients, it lists farmers" — caption-first posts
- Food critic review series — "I ate at a restaurant that shows its test reports"
- Waitlist countdown Stories — building FOMO with daily sold-out updates
- Farm-to-plate time-lapse: tracking one ingredient from Bihar to the Bandra pop-up
The Soil Test Stand
Bring your groceries. We'll test them. Live.
What It Is
A live food testing lab set up in farmers' markets and outside grocery stores. Consumers bring their own produce and watch it get tested in real-time. Honest Farms products sit alongside for comparison. Science meets spectacle.
The Blueprint
Format
Mobile testing lab
Locations
Farmers' markets, grocery fronts
Core CTA
"Test your food. Know the truth."
Content Hook
Real-time proof + crowd reactions
How It Works
- Equip a branded van or pop-up table with portable pesticide testing kits (lateral flow strips)
- Consumers bring any produce; staff tests in 10 minutes
- Print a branded "Test Certificate" comparing their produce vs Honest Farms
- Offer a free Honest Farms sample to every tester
Where to Deploy
Content That Gets Created
- "We tested aunty's sabzi and the results were..." reaction reels
- Test certificate dramatic reveal — will it pass or fail?
- Side-by-side lab result comparison: market produce vs Honest Farms
- "Bring your own sabzi" challenge — people queuing up to test their groceries
- Live testing ASMR — close-up of the rapid test kit in action
- RWA uncle debates: "Hamare zamane mein sab clean tha" vs the lab report
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
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?"
