Celebrating its association with Indian farmers, PepsiCo India, launched #AwazMittiKi programme which includes a series of poetic films that pays a special tribute to the Indian farmers. The programme highlights PepsiCo’s relationship with farmers, built over last 30 years through its wide-ranging agricultural initiatives.
Conceptualised and produced by Publicis Groupe, Dubai, #AwazMittiKi that translates to ‘Voice of Earth’, is an integrated farmer-centric programme. It acknowledges the contribution and their relentless efforts in feeding the country. It also highlights PepsiCo India’s partnership in providing new crop varieties, new technologies and introducing sustainable farming practices.
Talking about the programme, Rinkesh Satija, director – agricultural operations, PepsiCo India, said: “Agriculture is at the heart of PepsiCo India. We have partnered with 24,000 farmers across 13 states in India and supported their journey by providing new crop varieties, new technologies and introducing sustainable farming practices. The #AwazMittiKi programme pays tribute and is aimed to celebrate the spirit, enthusiasm and contribution of the Indian farmers.”
On the launch of the campaign, Komal Bedi Sohal, creative lead, Publicis Groupe, Dubai said: “Farmers, our pride” is not just any programme. It is a poetic and heartfelt tribute to the farming community which is why we called upon real farmers to be the heroes of our films. PepsiCo has effectively put in place a well-networked outreach programme that assists the farmersacross stages in their livelihood. The series of four films highlight PepsiCo’s agricultural initiatives of partnering with farmers to save water, support them through technical expertise and facilitate financial support through insurance services to de-risk farming.”
PepsiCo India’s 30-year-old partnership with farmers has not only improved incomes of small and marginal farmers, but also their overall social standing. PepsiCo’s partner farmers are trained to grow better crops, generate more income and create opportunities for their families while protecting the environment.