In time for the harvest festival celebrated in mid-January in different parts of the country – as Pongal, Lohri and Makara Sankranti, among others – Murugappa Group has launched a campaign to pay tribute to our farmers. The campaign, which comprised two teaser films and a reveal, has been conceptualised by Interface Communications.
The launch was marked by two videos (one of them is below) wherein citizens were asked by two Chennai-based celebrity anchors to name the ‘most important job’ in the world. A social media leg added engagement to this phase. A variety of responses followed.
In the reveal film (top), the anchors end up getting the answer they’re seeking. They disclose that the film is a tribute to farmers, as the film transitions into a music video. The video features a cross section of people thanking farmers ‘for the food on our plates and clothes on our backs’, aided by a track composed for the campaign.
Alongside the video published on The Murugappa Group’s YouTube channel on 13 January, the corporate brand explained the theme thus:
“For many decades now, we at the Murugappa Group have been deeply involved in agriculture through three of our businesses – Coromandel, EID Parry and Parry Agro. We have grown together with our farmer friends across India, and felt we should make an effort to raise awareness about the farmer and farming among the urban population. Please note we are not talking about monetary contributions or donations. Several organisations and initiatives are already working to support farmers in need and we say, more power to them!
“Our plan is to build awareness about farmers, farming and our agricultural heritage that needs to be preserved and nurtured among people in urban India, particularly the youth. We begin our efforts with this small gesture of gratitude to acknowledge all that the farmer brings to our lives.”