Celebrating its 30 years partnership with Indian farmers, PepsiCo India, today launched #AwaazMittiKi 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 30 years through its wide-ranging agricultural initiatives. Shot and developed by the Publicis Groupe, Dubai, #AwaazMittiKi that translates to ‘Voice of Earth’, is an integrated farmer-centric programme. It acknowledges the contribution and their relentless efforts of farmers in feeding the country. #AwaazMittiKi 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 #AwaazMittiKi 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 featured as heroes in the programme. As showcased through a series of videos, PepsiCo has effectively put in place a well-networked outreach programme that assists the farmers across stages in their livelihood. 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 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.
