There’s a certain wisdom in the way cattle graze through the fields. A rhythm that’s reminiscent of something ancient and enduring. At Tellable, we believe that stories are much like this rhythm. We can’t just glue ourselves to a seat and churn them out. Stories have to be discovered, nurtured, and brought to life from the depths of human experience.
Always a wholesome collaboration
Digi Vet Care, the pioneers of India’s first ever cattle-tech solution, for whom we had earlier created a website and a brand video, knocked on our doors for our third significant collaboration.
A cattle insurance scheme was in the making, and it required effective marketing collateral to be convincingly presented to farmers of rural Karnataka. But they were a startup with no deep pockets for marketing research and full-scale execution. But that has never discouraged Tellable - a small company ourselves. We gladly opened our doors for the client, and then grabbed our bags and hit the roads where the pulse of this story can be discovered.
We got on a bus to Channarayapatna - a destination whose land, animals, and farmers we were feeling privileged to interact with. We walked with the farmers, observed the way they interacted with their cattle, and witnessed the unspoken bond between humans and animals.
The art of being interested
We mentioned Digi Vet’s new insurance scheme to the farmers, expecting to learn what the scheme needs further. But we learned much more: their daily needs, the language and tech barriers that troubled them, affirming the fact that any service we engage in should reflect the philosophy of their lives.
Any stewardship towards nature wouldn't be complete without the contribution of science. So, we sat down with veterinarians and para-vets and delved into the intricacies of cattle healthcare from their perspective. They walked us through invaluable insights into the needs of the market as well as the high-level concerns that can resolve the struggles of farmers on the ground. Wisdom, check. Knowledge, check.
We called Digi Vet and walked them through our learnings: the quiet resilience of the farmers, their relationship with their cattle, and their need for clarity and trust more than their need for help and assistance.
Digi Vet’s response to us was that they didn’t feel like being in the presence of any other marketing agency, but in the presence of humans who care about other humans.
An authentic story
We were all back home, sitting down with the pulse of a story. What is storytelling if it doesn’t respect, reflect, and resonate with the lives it touches? Upon finalising the on-field insights with Digi Vet Care, we articulated them into clear messaging for farmers and translated them into Kannada.
Next we commenced on the design of the marketing material, ensuring they are functional and accessible so they continue our conversation with the farmers about Digi Vet's insurance scheme. We were all smiles over a job well done.
Interested in creating culturally resonant marketing material for your brand?
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