State transport bus branding timed to the soybean sowing window
Crop protection sells inside a narrow window, so the media had to move through the farming districts rather than sit in one town. Full side and rear panels were taken on state transport buses working the soybean routes, carrying the Maxx herbicide message in Marathi and timed to the sowing weeks when the decision is actually made. A bus covers the market road, the taluka stop and the village halt on every trip, which is the same circuit a farmer makes before buying.
One bus reaches the market town, the taluka and the village on each run, so a fixed budget covered a spread of rural stops that fixed hoardings in the same districts could not. Holding the creative in Marathi and pinning it to the sowing window meant the message landed while the purchase was live.
Execution photography from the campaign, captured site by site as each placement went live.