'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