An initiative of the Government of Uttarakhand, UttaraFish is the first of its league retail-focused to scale up the fish buying experience of urban India and empower the rural communities of the hills. It emerges as a platform that aims to enable food access at retail outlets and supply fresh fish to middle-income groups at an affordable price.

BRIEF
To create a standalone brand in the market of Uttarakhand that steeps in the fervour to serve delightful fish meals in an environment unparalleled both for service and hygiene.

EXECUTION
Our husbanded marketing efforts, both offline and online branding were focused on changing the core fish buying experience and turning it around as a more exclusive shopping practice for the urban crowd. The sensory experience was heightened with carefully curated, witty retail posters designed to catch the attention of passers-by’s, not merely in terms of communication strategy but visually narrowing down their preferences.

We handle the digital creative communication including Social Media strategy, Content strategy and development and Digital Advertising communication. Billboards and radio jingles carried on the line of interest with resounding nursery rhymes to instantly establish a deep connect with the regional buyers.

Our marketing practices included ORM, market surveys, video testimonials and a variety of promotional stances that go well to serve online and offline customers.

RESULT

• Increase in sales up to XX%
• Awareness skyrocketed via social media testimonials
• Social media practices created WOM and helped raise awareness organically
• XX number of outlets were officially announced for launch after the initial promotions.

Constituted on 19 May 2003 under the Societies Registration Act, 1860, UOCB is Uttarakhand’s nodal agency focusing on and promoting Organic Farming.

Tasked with the mission to make Uttarakhand the organic capital of India, UOCB plays a crucial role in promoting organic activities in agriculture and allied sectors like Horticulture, Medicinal Aromatic Plants & Herbs, and Animal Husbandry. The organization is also responsible for upholding equal and unequivocal emphasis on achieving sustainable rural development in the state.

The Technical Cell
Identifying clusters willing to go organic, instructing and forming farmer groups based on produce, and designing the cultivation capacity of the clusters are the three most essential functions of the UOCB Technical Cell.

The Training Cell
As the vital link between the board and the cluster groups/farmers, the primary function of the UOCB training cell is to equip and guide the farmers with process-related demonstrations, training sessions, exposure visits, publications, and programs.

Training Programs at State Training Center for Organic Farming.
The training covers various information, including seed preparation, composting techniques, and bio-pesticide making in vernacular languages. In addition, the training cell also provides extensive audio-visual and print aids like research papers, packages of practices, posters, pamphlets, and CDs on internal control systems to facilitate learning and skill upgrades in local farmers.