author(s)
Kayalvizhi S, Midhun Kumar R, Ragul S, Rajaravi C and Sridhar N

abstract
This study investigates the awareness and effectiveness of mass media and digital communication tools among agrochemical retailers and farmers in the Bangalore zone. Surveys were conducted among 200 retailers and 700 farmers across various districts to assess their usage of mobile apps, helpline services, and media platforms in agrochemical marketing and advisory contexts. The findings reveal high smartphone usage (89%) and significant awareness of incoming call and SMS-based services. Retailers and farmers show varying preferences for mobile applications, with the "N" app being the most widely adopted. Television advertisement effectiveness also varied by company, with DuPont and Rallis leading in regional visibility. The study underscores the importance of targeted digital strategies and improved outreach to enhance communication efficacy in the agrochemical sector.