Adgully Bureau
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Coromandel Internationalâs campaign combines farmer insight, humour and an earworm of a track to create a memorable brand-building idea
Coromandel International Limitedâs Fantac Plus campaign, conceptualised and turns âFantac ke fanâ into a playful visual world. Directed by Vivek Dubey and produced by Lucifer Circus, the film uses music, deadpan performance and escalating repetition to connect fandom with a familiar farming behaviour: following proven results
The idea emerged from conversations with farmers, which revealed that visibly better yields encourage others to reconsider doubts and adopt successful practices. For Fantac, the task was to reinforce its established popularity in an increasingly crowded biostimulants category.
âThis was a reinforcement campaign of Fantacâs existing popularity for the last 30 years. Our insight on the category tells us that, in the farmer community, nothing succeeds like successful yields or results,â says Mudassar Hossain, Associate President, Ogilvy.
âCreatively, we wanted to create a very endearing world in our ad that brings a smile on the face of our farmers and not go about making it a marketerâs speak, by trying to teach them, as they already know whatâs best for their crops.â
That respect for farmersâ knowledge shaped the approach. The team chose humour to engage an audience already familiar with its crops, fields and cultivation practices.
The visual language was equally deliberate. The yellow striped shirt created a striking colour cue, while the sunglasses, moustache and hairstyle made the protagonist instantly recognisable. The look needed broad familiarity without appearing exclusive or tied to a particular region.
Repeated across men, women and children, it becomes funnier with every appearance. Everyday settings, including a school, bus, chaupal, wedding and clothing shop, keep the exaggeration grounded in recognisable village life.
âThe Fantac campaign beautifully dramatizes the idea of âfan followingâ in a way that will be enjoyed by our farmers,â says Vinay Singh, Senior Creative Director, Ogilvy.
âWe had set out to tell an enjoyable story that will keep the viewer hooked right till the end. Therefore, every aspect of the film, including the visual world, art, music and the product functionality, was crafted with great love and immaculate detailing, so that the communication remains in the hearts of the people for a very long time.â
Special mention goes to the earworm of a track. Conceived as a musical from the outset, the filmâs music was developed before the shoot through brainstorming and revisions involving the agency, director and music director.
âFan-aaâ, or âfainaâ, emerged during composition. It echoed Fantac while extending the fan-following idea, giving the brand a memorable musical hook. According to the agency, the track strengthened the clientâs confidence during pre-production and prompted requests for a standalone version from members of both the Ogilvy and client teams.
The closing line, âFan banna hai toh Fantac ka baniyeâ, completes the connection. By then, viewers have watched fandom unfold throughout the village. The brand name supplies the payoff, helping ensure that the entertainment remains linked to Fantac.
Product benefits arrive towards the end, allowing the story to earn attention first. The product sequence is filmed as a flashback, preserving continuity and pace without switching to a separate animated or graphic explanation.
Dubey and Lucifer Circus helped shape the visual world, improvised situations and worked closely on the music. Their detailed pre-production planning, conviction about Sarnaâs casting and support from Coromandelâs marketing team helped bring the concept to screen.
Although its recurring look and musical phrase suggest possibilities for future communication, âFantac ke fanâ was conceived as a single campaign. At the time of the teamâs responses, it had yet to air on television, leaving recall and business impact unmeasured. The agency reported encouraging reactions from advertising and marketing professionals who had encountered it on LinkedIn and Instagram.
The campaignâs strength lies in how closely its elements work together. The look, lyrics, performance and wordplay all express the same insight: successful results attract followers. Fantac Plus gives that observation a village, a face and a tune to remember.
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marketing06-Oct-2026Coromandel InternationalOgilvy
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