2020/2021 Winners & Shortlists

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.” It's a visual and audio poetry, set to the rhythm of 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 programs 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 elements of sound design.

For man in the early days, music was found in nature, like wood and stone. Some sounds of which are still found in folk music across villages in India. 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 music was inspired by the collective humming farmers do when they work to keep the rhythm.