PepsiCo India, has announced the #AwaazMittiKi (voice of the earth) programme which includes a series of videos that pay a special tribute to Indian farmers. The programme highlights PepsiCo’s relationship with farmers, built over the last 3 decades through its agricultural initiatives.
Komal Bedi Sohal, creative lead, Publicis Groupe, Dubai said, “It is a poetic and heartfelt tribute to the farming community which is why we called upon real farmers to be featured as heroes in the programme. Each video in the four-week series highlights 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 improved incomes of small and marginal farmers and their overall social standing. Partner farmers are trained to grow better crops, generate more income and create opportunities for their families while protecting the environment.