Vernacular roadside hoardings through the tractor belt
Tractor buying happens close to home, so the plan stayed on the roads farmers already use. Large roadside hoardings went up on rural approach routes and village junctions, written in the language of the belt they stand in rather than translated from a national creative. Marathi sites carried the 4515 as the progressive farmer’s first choice; Hindi sites led on price, with the 4415 and 4515 shown at their on-road figures. Every board ended with the local dealer’s phone number, so the site worked as a lead source and not only as recall.
Naming the price and the dealer on the board turns a visibility site into an enquiry route: a farmer passing on a bike has the model, the figure and the number in one read. Running Marathi and Hindi versions off the same layout kept production simple while letting each market read the message in its own language.
Execution photography from the campaign, captured site by site as each placement went live.