MUMBAI, INDIA — Global brand and customer experience agency VMLY&R has launched an Independence Day campaign for Swaraj Tractors, India’s first indigenous tractor brand showcasing the lockdown life of farmers this Independence Day.
The ‘new’ normal is becoming less new, it is the reality we live with today and will continue to have to do so for as far forward as we can see. While all our lives have been impacted by the pandemic, some have been affected in worse ways than others.
Farmers are a part of the essential workforce who have not stopped working despite crushing circumstances of lockdown. They are the reliable backbone of food production in India, making sure people are fed every day, toiling through lockdowns and the looming worry of further COVID-19 waves. This Independence Day, VMLY&R and Swaraj pay tribute to the resilience of farmers with a film comparing ordinary citizens lives to those of the farmers. It’s when we associate these together that we understand how much we owe our farmers.
Amandeep Singh, Business Head, VMLY&R said, “The pandemic has lasted longer than we had expected. But amid all the turmoil, our farmers have kept on delivering on their responsibilities. They have kept the nation running. To convey their struggles, we decided to make a comparison between our and farmers’ lives. The farmers are truly considered among the heroes of the pandemic.”
Amandeep added, “Usually, we don’t realize the stark differences between our and farmers’ lives. We take everything we get for granted. This Independence Day, we have used a simple device of contrasting imagery to make the audience realize the profound nature of farmers’ role in our lives.”
Watch the campaign here: https://vimeo.com/587438178
