24/02/2026
Indian Journal of Agricultural Research, Volume 60 Issue 2 (February 2026)
Evaluate Campaign Effectiveness, Farmer Adoption of Tejaa (081) along with Mapping Success of Tejaa (081) Campaign in Salem
B. Venugopal, Aniket Patil
Affiliations
Indian Institute of Plantation Management Bengaluru (An Autonomous Organization of the Ministry of Commerce and amp; Industry, Govt. of India), Jnana Bharathi Campus, Malathalli, Bengaluru-560 056, Karnataka, India.
Agribusiness and Plantation Management, Indian Institute of Plantation Management Bengaluru (An Autonomous Organization of the Ministry of Commerce and amp; Industry, Govt. of India), Jnana Bharathi Campus, Malathalli, Bengaluru-560 056, Karnataka, India.
Cite article:- Venugopal B., Patil Aniket (2026). Evaluate Campaign Effectiveness, Farmer Adoption of Tejaa (081) along with Mapping Success of Tejaa (081) Campaign in Salem . Indian Journal of Agricultural Research. 60(2): 315-319. doi: 10.18805/IJARe.A-6379.
ABSTRACT
Background: This research was conducted during a two-month internship at Advanta Seeds to assess the effectiveness of the marketing campaign for Tejaa (081), a hybrid variety launched exclusively for farmers in Tamil Nadu. The study focused on campaign effectiveness, price protection measures, referral schemes and the acceptance of Advanta’s communication strategies among farmers. Understanding the factors influencing farmer adoption and their perceptions of the campaign’s effectiveness is crucial for refining marketing strategies in the Agri-input sector.
Methods: Primary data was collected from 141 okra-growing farmers across 51 villages, including regions such as Salem, Edappadi, Konganapuram, Erode, Tharamanglam and Dharmapuri. The research was conducted at the Indian Institute of Plantation Management, Bengaluru. The period of the study was two months, from April 2024 to May 2024. A structured questionnaire was used to gather insights, with the sample consisting of 69 user farmers and 71 random farmers. The study employed a non-probability purposive sampling technique and data analysis involved descriptive statistics, pivot charts and graphical representations to derive key insights.
Result: Findings indicated that 88% of respondents recalled receiving campaign communication, with high yield potential and increased branching being the most attractive features. Referral schemes such as Advanta Kavach and Cashback positively influenced the purchasing decisions of 69.29% of farmers. However, satisfaction with the pricing strategy was mixed, as many farmers expressed concerns about Tejaa’s higher prices compared to competitor seeds. Farmer adoption was moderate, with nearly half of the respondents planting Tejaa (081) this season. Future purchases remained uncertain, primarily influenced by crop performance. Many farmers were hesitant to recommend the seeds due to uncertainties in yield and quality.
KEYWORDS
Campaign, Communication, Farmer adoption, Referral schemes, Value
Evaluate Campaign Effectiveness, Farmer Adoption of Tejaa (081) along with Mapping Success of Tejaa (081) Campaign in Salem