Government of Jammu & Kashmir: Cherry

Credits & Description:

Category: Public Interest, NGO
Media: Print
Brand: Govt. of Jammu & Kashmir Directorate of Horticulture Planning & Marketing
Agency: BlackSheep.Works
Geo: India
Advertising Agency: BlackSheep.Works, Kashmir, India
Creative Director / Copywriter: Asif Amin Tibet Baqual
Art Director: Suneel G Katarnavare
Published: October 2017
Description:
Government of Jammu & Kashmir’s Directorate of Horticulture Planning & Marketing commissioned Kashmir’s exclusive strategic and creative advertising agency, BlackSheep.Works to conceptualise a plum creative campaign for promoting Kashmiri apple under its flagship programme Apple Year: 2017-18 Campaign. This campaign is the fruit of agency’s labour.
We May Not Be The Silicon Valley But Our Apple Has Got More Juice!
Kashmir is the apple of every fruit lover’s eye. It’s home to some heavenly varieties of apple like Ambri, Amreecan Trael, Maharaeji, Kulu, Kietchaami, Kesri, Malmohi, Chamura, Hazratbali, Razakwaari, Chamura, Red and Golden Delicious.
70% of India’s apple production, that is about 17,26,834 metric tonnes, solely produced by Jammu & Kashmir, is lapped up by 150 fruit markets across the India sub-continent as well as exported to neighbouring countries like Nepal and Bangladesh.
Kashmir’s naturally blessed topography has literally helped horticulture blossom into a plum sector. The juiciest part is that it contributes 8% to the state’s GDP with an annual turnover of about Rs. 6,000.00 crore.
To sweeten the deal further, the government is taking major initiatives to boost the horticulture economy under its flagship programme Apple Year: 2017-18.
Right from introducing state-of-the-art research and technology to establishing top notch infrastructure to providing market intelligence, the ministry is leaving no stone unturned to make sure the growers’ hard work bears fruit.
Now, that’s sweet.