Shakti Pumps has roped in Amitabh Bachchan as brand ambassador and rolled out an ad campaign featuring the actor.
The campaign created by Strawberryfrog targets rural India and looks to salute the efforts of farmers towards the progress of the nation.
The film opens in a farm. The farmers are shown cultivating crops, while Bachchan provides the voice over and describes them as hardworking individuals - and providers of food (Annadata). Bachchan then brings out the role of Shakti Pumps as the provider of the energy (shakti) for all farming purposes.
On the campaign, Raj Kamble, managing partner and CCO, Strawberryfrog India, said, “We studied the culture around us and observed that the image of a farmer is that of perpetual suffering, suicides, struggle due to droughts, etc. We decided to go against this and start a movement that makes the farmer an aspirational brand. It’s amazing how something as simple as a name can alter one’s perception dramatically.”
Ankit Pattidar, chief marketing officer, Shakti Pumps, added, “The TVC is a clarion call to our audience. Annadatta is a form of reverence and admiration. It is a word that elevates both the farmer and the person addressing him. Amitabh Bachchan was the right choice because only he, despite his larger than life personality, is still humble enough to bow down before our annadattas.”
Client: Shakti Pumps
Agency: Strawberryfrog India
Managing partner/CCO: Raj Kamble
Head of planning: Arun Raman
Head of films: Shridhar Bhave
Creatives: Strawberryfrog India
Client servicing: Srijani Samaddar
Production house: Rising Sun Films
Director: Shoojit Sircar
DOP :Kamaljee tNegi
Producer: Ronnie Lahiri / Supriya Macwan
Music: Ketan Sodha