How We Scaled AgriCentral’s Farmer-Centric Brand
Akartha crafts adaptive, hyper-local branding for AgriCentral.
Shravya
19 Jul 2025
Agri-Tech
At Akartha, we don’t believe in “target audiences.” We believe in people. And when AgriCentral came to us with a vision to become India’s most trusted digital companion for farmers, we didn’t reach for templates, we rolled up our sleeves and dug into the soil.
AgriCentral had the tech. The trust. The farmer-first mindset. What they needed was a brand ecosystem that could carry this trust across language, region, and culture without losing authenticity.
So we got to work.
The Challenge: Speak to India’s Most Underserved Yet Powerful Community
Rural India isn’t one audience, it’s hundreds. Different crops. Different dialects. Different beliefs. Yet united by a shared resilience and relationship to land.
For AgriCentral, this meant scaling content wasn’t about shouting louder; it was about speaking wiser.
Our mandate:
📍Make the brand deeply local,
📍Make the message unmistakably relevant,
📍And make the platform feel human.
What We Did: Building a Human Voice for a Digital Product
We started by reimagining AgriCentral’s brand voice not as a tech app, but as a neighbourhood elder. Someone who knows the soil, remembers the seasons, and advises with care, not commands.
From there, we built a full-stack brand system:
We created adaptable visual templates designed for rapid translation into multiple Indian languages without losing emotional warmth. Earth tones, vernacular design elements, and iconography familiar to Indian farmers helped us stay rooted.
Our content wasn’t just translated, it was transcreated. Every script, every character, every joke was crafted to sound like it came from within the community, not at them. The result? Farmer education videos that didn’t feel like lectures but conversations.
🎥 See our work in action here: Watch the campaign
We launched key brand activations around pivotal farming moments: sowing, harvesting, and seasonal transitions. From campaign slogans to call-to-action design, everything was built to align with the rhythms of rural life.
From 1 Million to 7 Million: Scaling Without Losing Soul
As AgriCentral’s community grew to over 7 million farmers, we knew our real success wasn’t just numbers. It was relevant.
The videos were shared organically. The tone was trusted. And most importantly, AgriCentral became more than an app. It became a presence in the village.
The Akartha Way: Craft With Context
This wasn’t a media strategy. This was an embedded brand design. At Akartha, we build brands that adapt, not dilute, as they grow.
For AgriCentral, this meant embracing chaos and working with live user feedback and scaling while staying rooted.
And ultimately? Helping India’s farmers feel like someone finally understood them, not just as users, but as people with wisdom, agency, and voice.
Akartha crafts adaptive, hyper-local branding for AgriCentral.
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