Brand | PEPSICO |
Product/Service | PEPSICO INDIA |
Entrant | DIGITAS Dubai, UNITED ARAB EMIRATES |
Category | Use of Music |
Idea Creation
|
DIGITAS Dubai, UNITED ARAB EMIRATES
|
Production
|
PRASHANT GODBOLE FILMS Mumbai, INDIA
|
Write a short summary of what happens in the radio or audio execution or campaign.
Farmers, Our Pride is a poetic tribute to the farmers of India. As poetic as their sacrifice and sincerity to grow food out of a small seed, fight the heat, beat the drought. How they shed blood, sweat and tears to feed millions and keep Mother Earth green. How they are the pride of India.
MUSIC AND SOUND DESIGN
For man in the early days, music was found in nature, like wood and stone. Sounds 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 base of the music was inspired from 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".
Script. Provide the full to radio/audio script in English.
There’s a fire within you
Melding hardship into worship.
Your heart fills the sky,
Your hand shows its might.
Breathe in with longing,
Breathe out with toil.
Come, oh hurricane.
Come blizzard, come squall.
With no fright, you stand tall.
You dig sun from the dusk,
Thus your day never rusts.
At times a learner,
At times a guide.
The alchemy of growth,
You master and pass forth.
Not a doubt in you,
For life rejoices around you.
Guardian of bread.
Giver of life.
A true father to mankind.
Just like rain after a drought,
Through you, life sprouts.
You celebrate the earth
With kind words and mirth,
Painting green over dearth.
You are an artist worthy of praise.
Guardian of bread.
Giver of life.
You. The father of mankind.
PepsiCo. Because every farmer is our pride.
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 |
Jaikrit Rawat |
Freelancer |
Hindi Copywriter |
Mangesh Dhakde |
Freelancer |
Music |
Jitendra Kulkarni |
Prashant Godbole Films |
Production Manager |
Aruna Bejoy |
Digitas Dubai |
Account Manager |
View Script