MilkLane needed to communicate visible product impact in regions where audiences consumed content in vernacular languages and preferred proof-based learning.
Approach:
Recro Media created short, regional video ads targeting farmers, local distributors, and dairy groups:
Informational Intent: Educational videos explaining signs of cattle health and feed benefits
Commercial Intent: Before/after testimonials from farmers showing increased milk yield and healthier cows
Execution Highlights:
20-second mobile-optimized videos in Tamil, Telugu, and Kannada
Facebook in-stream ads on rural entertainment and farming content pages
Instagram Stories featuring 30-day product result journeys
Geo-targeted video retargeting for users who watched more than 50% of an ad
Results:
- 2.1 million video views in 45 days across 3 states
- 68% video ad engagement from vernacular audiences
- 31% rise in missed calls & distributor inquiries after video campaigns
- Positive offline sentiment shift captured in follow-up brand surveys
- Impact: Video content in local language helped MilkLane Aayush bridge education and intent gaps, leading to stronger trust and trial in rural belts.