Fatima Fertilizer's "Salam Kissan" initiative earns prestigious Asian Experience Award

The initiative celebrates Pakistani farmers and digital innovation.

Fatima Fertilizer's groundbreaking "Salam Kissan" initiative has secured the prestigious Pakistan Digital Experience of the Year - Agriculture accolade at the Asian Experience Awards 2023. 

This approach to the campaign is perfectly aligned with the judging criteria of the Asian Experience Awards, known for recognising the ingenious initiatives of creative companies providing meaningful brand experiences to their clients, employees, and potential customers. 

The well-deserved recognition reaffirms Fatima Fertilizer's unwavering commitment to delivering meaningful brand experiences whilst wholeheartedly celebrating the vital role of Pakistan's unsung heroes—its farmers. Since its heartwarming launch in 2019, "Salam Kissan" has consistently celebrated the invaluable contributions of Pakistani farmers in every household. 

This year, the objective was to continue its heartfelt mission and to embrace innovation and influence, captivating audiences through various digital platforms by creating a drive that will engage them in a manner distinct from conventional paid campaigns. 

The campaign’s success is a powerful testament to the inventive use of digital platforms. By leveraging platforms such as YouTube, TikTok, Instagram, Foodpanda collaboration, and influencer marketing, "Salam Kissan" managed to touch the lives of 35.5 million people. Notably, non-skippable YouTube bumper ads alone have generated a staggering 7.7 million impressions, leaving a lasting mark. Instagram influencers also played a vital role, evoking deep emotions by creating content that portrayed the message “Life without Kissan,” where they shot themselves reacting to empty food packages they received. 

Adding to the campaign's strong suit, it strategically integrated with Foodpanda, a prominent delivery app. QR codes are printed in the delivery bags, leading customers to an AI-generated Instagram filter that enhances the interactive experience. Moreover, the campaign took over the delivery waiting page of the Foodpanda app, a prime location for heightened customer engagement. 

Furthermore, to effectively connect with Millennial and Gen-Z audiences, Fatima Fertilizer adopted an unconventional approach by placing dining tables in well-known Pakistani malls. These tables featured mannequin families seated with empty plates, sparking significant social media buzz amongst target audiences.

On December 18, the campaign made waves in the digital realm. “Salam Kissan” boldly took over YouTube and TikTok’s home pages, as well as prominent Pakistan news platforms. The hashtag #SalamKissan trended on Twitter, becoming Pakistan's most widely used hashtag. The support of several political leaders and influencers further fueled the momentum behind this hashtag.

The campaign's journey, which began with the creation of "Kissan Day” in 2019, garnered attention on social media. In 2020, it gained momentum with an event at Punjab Governor House, symbolising unity and recognition. Then, in 2021, "Salam Kissan" reached a higher level as it was hosted at the Presidential House, graced by the President of Pakistan himself. 

This journey undeniably led to the winning of the Pakistan Digital Experience of the Year - Agriculture award at the Asian Experience Awards 2023, highlighting a steadfast commitment to Pakistani farmers and their vital contributions to the nation. The 2022 campaign's approach has emphasised its effectiveness in capturing public attention and interest through the use of digital platforms. 

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].