™Planning for farmers or Third India? Bring us in early.
PlatFARM comes in as a specialised partner to your planning team, bringing crop seasons, consumer moments and market facts for farmers and Third India consumers, then building the audience, activating it and measuring what it delivers.
You own the client. We bring the audience.
Everything a planner asks first.
15 Cr+ and 9.1M+
A 15 Cr+ Third India consumer universe and 9.1M+ verified farmers across 32 states.
32 states, down to the block
656+ districts and 4,440+ blocks across rural, semi-urban, peri-urban and emerging-urban India. Planned by state, district, town or block, and down to the village for farmers.
Six intelligence layers
Geo, consumer, behavioural, content, device and context, plus agricultural for farmers.
Every screen
CTV / OTT, YouTube, social, native, mobile, premium digital and regional-language channels.
Beyond clicks
Visibility and engagement on every campaign, with enquiries and sales impact tracked where the campaign allows.
Two working days
We reply to every brief within two working days with a first view of the audience.
Read before you plan.
Short reads on Third India and farmers to share with your team and your client.
Third India has real purchasing power. It buys what the metros buy.
Read Third IndiaTreating Third India as a smaller, cheaper version of the metro market
Read Third IndiaThe rise of the Third India consumer
Read Audience intelligenceWhy rural India can't be targeted like urban India
Read Rural consumer behaviourWhat rural consumers are actually watching
Read Farmer intelligenceTiming is everything: marketing to farmers through the crop calendar
ReadTime it to the moments that matter.
Third India: consumer moments
- September to November
Festive season
Navratri, Dussehra, Dhanteras and Diwali. The biggest buying window of the year for durables, two-wheelers, gold and fashion.
- November to February · April to May
Wedding seasons
Jewellery, clothing, appliances, furniture and gifting, often planned months ahead by the whole family.
- Through the year
Regional festivals
Pongal, Lohri and Bihu in January, Baisakhi and Vishu in April, Onam in August to September, Chhath after Diwali.
- March to May, and big match days
Cricket
The IPL and major tournaments bring families to CTV and mobile at the same time, every evening.
- First week of every month
Month start and pay days
Salaries, pensions and remittances arrive. Groceries, recharges and bill payments peak.
- October to November · April to May
Harvest-linked spending
Harvest income flows into rural and small-town markets, lifting spending across categories.
Farmers: crop calendar across the year
| Season | Sowing | Harvest | Key crops and regions | Moments for brands |
|---|---|---|---|---|
| Kharif monsoon crop | June to July, with the monsoon | September to November | Paddy in Punjab, Haryana, UP, Bihar, West Bengal, Odisha, Chhattisgarh and Andhra Pradesh. Cotton in Gujarat, Maharashtra and Telangana. Soybean in Madhya Pradesh, Maharashtra and Rajasthan. Maize, pulses, groundnut and bajra. | Seeds, fertiliser and crop loans before sowing. Crop protection through July to September. Harvesters and storage before harvest. |
| Rabi winter crop | October to December | March to May | Wheat in Punjab, Haryana, UP, Madhya Pradesh and Rajasthan. Mustard in Rajasthan, Haryana and Madhya Pradesh. Gram in Madhya Pradesh, Maharashtra and Rajasthan. Potato in UP and West Bengal. | Seeds, fertiliser and crop insurance at sowing. Weed and pest control through winter. Tractors and finance ahead of the wheat harvest. |
| Zaid summer crop | March to April | May to June | Moong, vegetables, watermelon, cucumber and fodder, on irrigated land across the north and central plains. | Seeds, irrigation and pumps, short-cycle inputs. |
| Year-round crops | Sugarcane planted February to March and October | Crushing November to April | Sugarcane in UP, Maharashtra and Karnataka. Fruits and vegetables across the year, from mango in summer to apples in Himachal and Kashmir in autumn. | Nutrition, irrigation and finance through the year. Cold storage and transport at harvest. |
Regional variations
| Region | Main cropping pattern | What to plan for |
|---|---|---|
| North Punjab, Haryana, west UP | Paddy in kharif, wheat in rabi, with irrigation | Two clear peaks: paddy in October to November, wheat in April. Strong demand for machinery and finance. |
| Central Madhya Pradesh, Rajasthan | Soybean and maize in kharif, wheat, gram and mustard in rabi | Rabi harvest arrives earlier, from March. Mustard is a major oilseed in Rajasthan. |
| West Maharashtra, Gujarat | Cotton, soybean and groundnut in kharif, onion and sugarcane through the year | Onion has kharif, late-kharif and rabi crops. Cotton picking runs from October to January. |
| East West Bengal, Bihar, Odisha, Assam | Rice through the year: aus in summer, aman in the monsoon, boro in winter | Aman is the main rice crop, harvested November to December. Boro is harvested April to May. |
| South Tamil Nadu, Andhra Pradesh, Telangana, Karnataka | Rice in several seasons, with the north-east monsoon from October to December | Tamil Nadu has kuruvai, samba and thaladi rice crops. Calendars differ from the north, so plan state by state. |
Dates are indicative and vary by state, district, rainfall and irrigation. We plan every farmer campaign to the local crop calendar, down to the block.
A specialist alongside your team.
We work as your Third India and farmer specialist. Your agency keeps the client relationship and the overall plan.
Share the objective
Brand, category, markets, timing and KPIs.
We size the audience
Towns, blocks and households that matter, with a clear audience count.
We plan the screens
The right channels, languages and moments, ready to slot into your plan.
We report the result
Visibility and engagement, with enquiries, visits and sales impact where the campaign allows, shared with you and your client.
Questions agencies ask us.
What is Third India?
Rural, semi-urban, peri-urban and emerging-urban consumers beyond the metros and large cities. They are connected, aspirational and buy the same brands and categories as metro consumers. More on Third India →
How is this different from Tier 2 and Tier 3 targeting?
Tier targeting groups whole cities by size. PlatFARM starts from verified people and households and reads six intelligence layers, down to the block. Two consumers in the same town can be very different, and we plan for the difference.
How are the audiences verified?
Audiences are built from verified people and households rather than inferred devices, then combined with geo, consumer, behavioural, content, device and context intelligence. Farmer audiences also draw on the FPO network, crop and season.
Can PlatFARM work alongside our existing plan?
Yes. We plan and activate the Third India and farmer part of the campaign across the screens in your plan, and report results in a form your team and client can use.
How do you measure results?
Visibility (completed views and viewable impressions), engagement (clicks, completions, enquiries, store visits) and, where the campaign allows, sales impact, comparing markets that saw the campaign with similar markets that did not.
Which categories do you work with?
FMCG and CPG, durables and auto, financial services, telecom and digital services, agri-inputs and farm machinery. See solutions →
Plan your campaign window.
Pick an approach, audience, objective and start month. Expand to add budget and market, then send it to us as a brief.
