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Bringing efficiency in targeting: BigHaat reaches farmers with the right messages at the right time
BigHaat, India’s leading digital agricultural ecosystem, needed stronger communication tools to reach farmers with relevant content at the right time in the crop cycle. With RCS for Business, BigHaat improved return on at spend by 103% and gained a 3x lift in click-through rates at a third of the cost per order, proving the channel’s ability to provide personalized, engaging content at scale.
Customer insight
“BigHaat's RCS campaigns have revolutionized our communication strategy, engaging the farmer community like never before. The threefold increase in click-through rates reflects our commitment to building trust and delivering value — proving that when we connect effectively, we cultivate growth together.“
Attribution: Pankti Parmar, Organic & MarTech Lead, BigHaat
103%
uplift in return on ad spend
⅓
cost per order incurred
3x
uplift in click-through rate vs. SMS
Challenge
Ensuring farmers have access to the right high-quality agricultural inputs is crucial for profitable and sustainable farming. BigHaat aims to fill gaps in India’s agriculture value chain by providing farmers with comprehensive farming services.
BigHaat noticed several key communication challenges with farmers: language barriers, irrelevant product and crop targeting, and a lack of proper information. For instance, farmers who speak Telugu were receiving English ads, and organic farmers saw ads for chemical insecticides they’d never use. To deliver relevant, appropriate content to audience segments, BigHaat turned to RCS for Business.
BigHaat noticed several key communication challenges with farmers: language barriers, irrelevant product and crop targeting, and a lack of proper information. For instance, farmers who speak Telugu were receiving English ads, and organic farmers saw ads for chemical insecticides they’d never use. To deliver relevant, appropriate content to audience segments, BigHaat turned to RCS for Business.
Approach
Farmers need a variety of products throughout the crop cycle, from planting (like sowing seeds) to harvesting (like farming tools). A typical tomato crop needs 20 to 25 different products during its four-month cycle, so reaching farmers with the right products at the right time is essential. Together with RCS for Business, BigHaat built crop phenology and seasonal journeys which included conversational messaging with rich media, such as images, videos, GIFs, and carousels. Smart buttons, including webview directly within the messaging thread and suggested replies, made it quick and easy for farmers to engage with the content. All messages had verified BigHaat branding, enhancing customer trust and engagement.
Result
Through its personalized, interactive experiences, RCS for Business messages resonated deeply with BigHaat’s customers. The company saw significantly higher engagement compared to SMS and lower costs than other conversational channels. Return on ad spend went up by 103%, click-through rates increased threefold, and the cost per order went down by two-thirds, making RCS for Business a cost-effective, flexible, and impactful channel for interacting with India’s farmers.
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