2020/2021 Winners & Shortlists

Cultural / Context information for the jury

For decades, Indian farmers have suffered drought, flood and failed harvests. Stories of their poverty, suicides and protests have become daily news. Yet, they remain helpless, hopeless and 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”.

Translation. Provide a full English translation of any text.

Just like rain after a drought, through you, life sprouts. Guardian of bread, giver of life. You, the true father to mankind. PepsiCo. Every farmer is our pride.

Tell the jury about the photography. Do not name the photographer.

The campaign was a poetic tribute to the agricultural community of India. Which is why we called upon real farmers to be our heroes. From the cast and wardrobe, to the props and locations, every detail revealed the most authentic stories of their tenacity and sincerity. We utilised wide-angle lenses that created a large canvas and used only natural light to create high-contrast black-and-white imagery, adding more depth to the poetry. 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 was essential to show the grandness of scale because their cubicles are the massive acres of land they nurture. By showcasing their lives in the truest sense, we created an organic and immersive look that draws the viewers in to listen to their beautiful stories.