Since Cattle loan is an intangible service offering, a need was felt to showcase the service experience in an easily comprehensible manner, which the Kamdhenu film did. Therefore, Kamdhenu used the best medium- the audio-visual medium, in order to reach barely literate cattle farmers residing in practically media-dark villages.

In these interior and scattered villages, Kamdhenu reached customer's door-step via small utility vans establishing direct contact with customers through farmers meetings.

Thus, the Kamdhenu campaign, in a cost effective and high impact manner, reached out to those small cattle farmers who otherwise would have never been contacted.

Over 30,000 cattle farmers were engaged, generating 9000 leads and over 3000 customers instantly. As against the average of 10-12%, Kamdhenu achieved the lead conversion ratio of over 30%.

Average monthly sales grew 6 times, during and after the campaign and market research indicated that brand awareness increased from 28% to 48%.

True to its name, Kamdhenu fulfilled the dreams of thousands of cattle farmers to own a cow, an asset for their livelihood. For dairies, it ensured increased milk supply; and for the bank it created equity to leverage on, for business expansion in the rural hinterland.