Tempest Advertising’s Mumbai office has won the communication mandate for Mahyco International (MIPL)’s Philippines business. The agency is handling creative communication, social media and performance marketing for MIPL’s hybrid rice seed brands, MHC 2 and Ninety95, as they enter the Philippine market.
Both brands had no existing social media presence or audience in the market, so the work had to build recognition from scratch. Tempest grounded its campaign in audience research and local insights, with communication in Filipino and English aimed at building awareness among Filipino farmers. It combined digital communication, locally relevant storytelling and farmer-led content.
On Meta, primarily Facebook, the campaign reached 536,614 people, generated 995,875 impressions and recorded more than 6,267 clicks. It also drew over 110 enquiries. The campaign has been completed, with the initial engagement serving as a pilot for the two brands. Its learnings are expected to shape MIPL’s future communication initiatives in the Philippines.
Turab Lakdawala, managing director, Tempest Advertising, called the mandate an exciting milestone, particularly for the Mumbai office, and said it shows the agency’s ability to take its integrated communication capabilities into international markets. Aparna Nawathe, vice president and branch head, Mumbai, said the project let the team combine strategic and creative strengths with deep local audience understanding. She added that the agency is proud of what the team delivered and of the trust placed in it.
