2020/2021 Winners & Shortlists

FARMERS, OUR PRIDE

Silver Lynx

Demo Film

Film

BrandPEPSICO
Product/ServicePEPSICO INDIA
EntrantDIGITAS Dubai, UNITED ARAB EMIRATES
CategoryCinematography
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. It's a visual and audio poetry, set to the rhythm of the collective humming farmers do when they work to keep the rhythm.

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 anything relevant about the cinematography.

A farmer’s life is hectic. He works 12 to 18 hours a day. He is a ‘one-man army’. He is not confined to a 10 x10 cubical, he works in acres. The 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.”

Credits

Name Company Role
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
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