MUMBAI: Farming is one of the oldest profession of the country with over 2/3rds of the Indian population involved in it. As a country too, India is reputed as one of the largest agrarian countries of the world. Unlike other large agrarian countries that have adopted technology and farming is a progressive business, India still has a lot of ground to cover and usage of technology is unaffordable to most, awareness about farm inputs is low, there is over dependency on climate and skewed policies. Over the years, the profession has lost its sheen and with the rapid urbanization, more and more farmers and their families are moving towards cities and eager to detach from their generation old profession. There has been a spate of negative reporting around issues related to farming and farmers, leading to further grief in the profession.
Smartchem Technologies Ltd (STL), a fertiliser manufacturer in India and wholly owned subsidiary of Deepak Fertilisers and Petrochemicals Corporation Limited (DFPCL), launched its TV commercial which focuses on highlighting the contribution of the farmers towards the growth in the Indian economy. Unlike focusing on product promotion and branding, the TVC wants to bring back the lost sheen and pride in the profession. This TVC is targeted at the farmer community and celebrates the occupation of farming - one of the oldest occupations in human history. Through this TVC, Mahadhan aims to bring a change in the belief that farming is not a respected profession. Just as being a doctor or engineer evokes the sense of pride, this TVC hopes to arouse the same sensation in the hearts of the farmer community.
Recently with the growing popularity of new-age farming, there are visible green shoots of the youth desiring to experiment with farming and take it up as a part-time, if not full-time profession. There are many examples where a working professional has adopted farming as a part-time profession too.
Smartchem Technologies head – corporate communications Pranav Thakkar says ‘’India has been known as a land of kisans. It is an irony that as per The Centre for Study of Developing Societies (CSDS), 76% of the farmers would prefer to do some work other than farming. Mahadhan has been working closely with the farming community since the past 25 years and our mission to make Indian farmers globally competitive. We are working closely with this community to help them improve the quality and yield of their produce and help in bringing back pride in farming. As a Company, we are committed to contribute to PM Modi’s vision for India’s agriculture, and we hope that through this TVC, we can project this commitment and create awareness of the invaluable contribution made by India’s farmer community in the growth of the nation.”
The TVC has witnessed a very good response and encouraging comments on social media with over 420,000 views, 13,000 likes and 4,500 shares.
Creative Execution: The TVC opens with a nervous father who also happens to be a farmer, attending his young son’s annual function at school wherein all children share aspirations for their future. While a few kids want to become pilot, doctors, engineers etc his son - Kushal, expresses his wish to become a farmer and making India proud. He goes on to explaining the importance of the farmer in ensuring 1.25 crore people in India are being well fed with quality produce. The TVC tries to strike an emotional and patriotic cord with its viewers thereby projecting Mahadhan’s commitment to the agricultural sector by providing high quality crop solutions. It closes with a cheerful brand song on Mahadhan showcasing vast product portfolio.
