case study
Provimix
(5Kg launch)
industry
Animal Health
areas
2D & 3D animation video
Cargill is committed to providing food, ingredients, agricultural solutions, and industrial products that help nourish the world in a safe, responsible, and sustainable way.
Sitting at the heart of the global supply chain, Cargill partners with farmers and customers to source, produce, and deliver essential products, supporting both everyday living and long-term food security.
Scope
Cargill set out to boost awareness for Provimix, a mineral supplement typically available in 25 kg packs. To better serve small and marginal farmers, Cargill introduced a more accessible 5 kg pack.
The communication challenge: Educate and drive adoption of the smaller pack with a message that feels practical, affordable, and farmer-centric without requiring scientific deep dives.
Solution
We created a hybrid 2D and 3D animated film centered on a farmer-to-farmer conversation.
- 2D sets context with everyday challenges and simple narration.
- 3D brings the farmers and product to life, naturally introducing Provimix 25 kg (for larger herds) and the new 5 kg option (for small farms and trials).
Key elements included
Farmer Centric Storytelling
The narrative unfolds through a relatable chat:
- One farmer says he is planning to buy a mineral supplement for his cows and asks for suggestions.
- The second farmer shares his positive experience with the 25 kg Provimix pack, explaining how it helped his herd achieve better reproduction, improved milk, and stronger immunity.
- The first farmer hesitates, saying a 25 kg pack is too big for his small farm.
- The second farmer reassures him, introducing the new 5 kg Provimix, launched especially for small farms, making it affordable, easy to try, and practical.
Product Visibility
Clear 3D pack shots of 25 kg and 5 kg, highlighting size difference, ease of handling, and daily use practicality.
Practical Benefits, Simple Language
Focus on routine usage, cost manageability, and ease of stocking with the option to step up from 5 kg to 25 kg as confidence grows.
On Ground Realism
Scenes of village marketplace, cowsheds, and farmer routines reinforce authenticity and relatability.
Impact
- Increased awareness of the new 5 kg option for small farms
- Better trial and adoption among first time users
- Stronger brand trust through peer to peer storytelling
- Clearer product laddering from 5 kg (entry pack) to 25 kg (regular use)
Spark of change
Logo Animation
We created a logo animation to open the film, establishing brand recall right from the start.
Interaction Model
Shifted from brand-led to peer led communication, attention through relevance, not persuasion.
Design Strategy
2D clarity with 3D realism ensured quick comprehension and maximum relatability.
Message Framing
Positioned the 5 kg pack as a smart, accessible entry point, with 25 kg as the dependable, economical choice for regular users.
Experience Flow
Daily challenges → farmer’s query → peer advice with 25 kg benefits → hesitation → introduction of 5 kg pack → clear takeaway on when to use which pack.
The journey of Lonitics Studio commenced as our enthusiasm for design and video production converged on promoting products. In 2014, as India’s businesses underwent a digital transformation, transitioning from traditional marketing to digital platforms, we partnered with them to address their requirements for digital content generation.
© 2023 Lonitics Studios. All rights reserved
The journey of Lonitics Studio commenced as our enthusiasm for design and video production converged on promoting products. In 2014, as India’s businesses underwent a digital transformation, transitioning from traditional marketing to digital platforms, we partnered with them to address their requirements for digital content generation.
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