Brand | PEPSICO |
Product/Service | PEPSICO INDIA |
Entrant | DIGITAS Dubai, UNITED ARAB EMIRATES |
Category | Casting |
Idea Creation
|
DIGITAS Dubai, UNITED ARAB EMIRATES
|
Production
|
PRASHANT GODBOLE FILMS Mumbai, INDIA
|
Write a short summary of what happens in the film
'Farmers, Our Pride' is a poetic tribute to the farmers of India. A showcase of their sacrifice and sincerity to grow food out of a small seed, fight the heat, beat the drought. Of how they shed blood, sweat and tears to feed millions and keep Mother Earth green.
This film shows the grandeur, dreamscapes of farms and nature, larger-than-life vast expanses. With extreme wide-angle shots, high-contrast black-and-white imagery. A wise man once said, “When you photograph people in colour, you photograph their clothes. But when you photograph people in black and white, you photograph their souls.”
And when we were creating a tribute to farmers, it was only natural to use the music they listen to every day — natural elements, harvesting with the sickle, the pounding of the corn. The base of the music was inspired from the collective humming farmers do when they work.
Cultural / Context information for the jury
Agriculture is the backbone of the Indian economy. Contributing 18% to India's GDP. Employing 50% of the country’s workforce.
Yet for decades, Indian farmers have suffered drought, flood, failed harvests. Stories of their poverty, suicides, protests have become daily news. But they remain helpless, hopeless, voiceless.
PepsiCo relies heavily on the farming community in India and supports them with programmes covering water conservation, women empowerment, youth training and yield and income.
So during Baisakhi, the Agriculture New Year, when farmers pay tribute to the Gods for abundant harvest and prosperity, PepsiCo gave these unsung heroes something they truly deserve.
A “thank you".
Tell the jury about the casting process.
The film features real farmers from the agriculture heartland of India. No professional actors. No models. No hair and make-up. No props. No artificial lighting. Just farmers as seen in real life to capture their sincerity and strength.
We went across various states to Bhor in Pune, Anand in Gujarat and Bhiwani in Haryana. We didn't only live, eat and film with the local farmers for 11 days, we also made friends for life.
Credits
Komal Bedi Sohal |
Digitas Dubai |
Chief Creative Officer, Project Lead, Art Director |
Adil Khan |
Digitas Dubai |
Account Lead |
William Mathovani |
Digitas Dubai |
Creative Director, Copywriter |
Prashant Godbole |
Prashant Godbole Films |
Director |
Tassaduq Hussain |
Prashant Godbole Films |
Cinematographer |
Jaikrit Rawat |
Freelancer |
Hindi Copywriter |
Prakash Kurup |
Freelancer |
Editor |
Mangesh Dhakde |
Freelancer |
Music |
Jitendra Kulkarni |
Prashant Godbole Films |
Production Manager |
Aruna Bejoy |
Digitas Dubai |
Account Manager |
Links
Video URL