Tempest Advertising Wins Mahyco International’s Philippines Mandate
Tempest Advertising has won the communication mandate for Mahyco International in the Philippines. The account is handled out of the agency's Mumbai office.
- Client: Mahyco International Pte Ltd, in its first entry into the Philippines market
- Agency: Tempest Advertising, Mumbai office
- Scope: creative communication, social media management and performance marketing
- Brands: the hybrid rice seed brands MHC 2 and Ninety95
- Starting point: the client had no existing social media presence in the Philippines
- Approach: audience research followed by bilingual Filipino and English campaigns aimed at farmers
- Channels: Meta and Facebook awareness, engagement and lead generation campaigns
- Status: the initial pilot phase has been completed
Why Tempest Advertising Won It Out Of Mumbai
Because the category knowledge travels further than the market knowledge. Agriculture communication is a specialism, and an agency that understands how a seed brand is chosen by a farmer can learn a new geography faster than a local generalist can learn the category.
What The Brief Actually Required
Starting from nothing. A client with no presence in a market does not need a campaign first, it needs to establish what the audience believes, which is why the work began with research and a pilot rather than a launch.
Bilingual execution matters here for the same reason it does in India. A farmer deciding on seed is making a commercial decision with real downside, and that conversation happens in the first language.
The channel choice follows from the audience rather than from fashion. Meta reaches Filipino farming communities at a scale and cost no other platform matches there, and lead generation is a usable objective when the eventual purchase runs through a dealer.
What Was Said
Managing director Turab Lakdawala called the mandate an exciting milestone that demonstrates the agency's ability to take its integrated communication capabilities into international markets. Aparna Nawathe, vice president and Mumbai branch head, said the business let the team combine strategic and creative capabilities with deep local audience understanding.
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