Post Thumb

Cropnosys India, the agro-chemical manufacturing company, has launched its new brand - Pot & Bloom, with a digital-first campaign, #JoyOfGrowing.

The campaign has been conceptualised by Schbang.

View this post on Instagram

A post shared by Pot & Bloom (@pot.and.bloom)

Pot & Bloom, the direct-to-consumer brand, was launched with the vision of everyone experiencing the joy of growing a plant from a seed.

Providing end-to-end solutions for plant parenting, the brand has developed a nutrition and protection spray that helps plant growth and maintenance with the scientific expertise of Cropthetics Nutrition, a Cropnosys division. 

Plant parenting, a term coined by millennials and embraced by all generations alike, refers to caring for one’s plant as one would for a child or a pet. Starting as a trend during the pandemic, plant parenting has become a lifestyle as it fulfils the desire of millennials to connect with nature and companionship. It’s the art of caring for a plant, along with the responsibility of helping it grow. 

The digital-first campaign comprised a series of teaser ads where many travel, lifestyle, and nutrition influencers announced, ‘I’m expecting.’.

Influencers like Aprajita, Vritti Khawani, and Divishi Madaan later revealed that they were expecting their plant babies.

The digital and creative transformation company, Schbang, has helped the brand give birth to this new category in India by developing an effective launch strategy, keeping in mind the target audience.

Taking the essence of plant parenting, the communication for the brand deploys quirky wordplay, drawing similarities between plant parenting and regular parenting. As part of the campaign, a film detailing the use of Pot & Bloom’s DIY grow kits titled ‘What to expect when you’re expecting a plant baby’ was launched.

Sohil Karia, Co-Founder and Head of Business Transformation, Schbang, said, “Schbang has always aligned with brands that challenge and break category norms. We have equipped the large B2B brand to move in the D2C space by developing the eCommerce platform for them supported by content and design to resonate with the target audience.”

Monica Walia, Director Cropnosys, said, "Our cities have become concretised, the air we breathe polluted and our lives gadget controlled, resulting in a lot of self-inflicted stress. We at Pot & Bloom want to add greenery back in people’s lives keeping in mind convenience, which is paramount to modern Urbanites. Our philosophy is to get India to start growing Plants, and this translated into launching an easy-to-use, convenient Pot & Bloom Home Gardening DIY Kit. With this, we hope to create a passion for home Gardening in people that unshackles them from the stresses of modern-day Urban life. Let's get growing!"