IIL’s Magical Outreach for Torry Super Wows Madhya Pradesh & Maharashtra Farmers
24 July 2025, New Delhi: In a move that is turning heads across the crop protection sector, Insecticides (India) Ltd. (IIL) is rewriting the rulebook on rural engagement with a campaign that’s part education, part entertainment, and all magic. Targeting maize farmers in Madhya Pradesh & Maharashtra, one of India’s largest maize cultivation belts, IIL is bringing the power of live magic shows to the fields, using sleight of hand and storytelling to spotlight the benefits of its recently launched, new patented maize herbicide, Torry Super.
As part of the campaign, IIL is conducting farmer events in key maize-growing regions of the above states. Each session begins with a magician performing tricks to draw interest and connect with the audience, followed by an engaging explanation of how Torry Super works like ‘magic’ in maize fields—effectively eliminating weeds and promoting healthy crop growth.
The magician uses relatable storytelling and props like ropes to illustrate how weeds reduce crop yield, and how weed-free farming can improve plant health and productivity. The sessions focus on the timely application of Torry Super, its correct dosage, and how farmers can boost profitability through effective weed management. The campaign has been receiving strong and positive feedback from farmers, making it an effective outreach model.
Speaking on the initiative, Mr. Rajesh Aggarwal, Managing Director, Insecticides (India) Ltd., said, “Our goal is to ensure that every maize farmer is aware of Torry Super and understands how to use it for maximum benefit. That is why we are organizing these magician-led programs at various locations, making it easy for farmers to learn about the product in a fun and memorable way.”
“Weed infestation continues to be a major barrier to optimal maize yield. Through innovative herbicide solutions like Torry Super, IIL aims to equip farmers with effective tools that support both profitability and sustainable farming practices.” Mentioned Mr. Dushyant Sood, Chief Marketing Manager, Insecticides (India) Limited.
Torry Super stands out for its quick and long-lasting action. Farmers begin to see visible results within 24 to 48 hours of application, and enjoy clean, weed-free fields within 6 to 8 days. Unlike many traditional herbicides, Torry Super provides 15–20 days of residual control, helping reduce repeated application. It is easy to mix and spray, saving both time and labor. The product’s unique formulation with SPF technology also enhances its effectiveness, keeping crop healthy throughout the season.
According to Mr. Manoj Singh Bhandari, Corn Crop Manager at IIL, “The campaign is not just about product visibility—it’s about enabling informed decision-making and promoting sustainable farm practices. With positive feedback from the ground, IIL’s outreach experiment signals a shift in how Agri-Brands connect with rural India, where attention, trust and education must go hand in hand.”
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