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Skymet Weather highlights farmer suicides in a poignant film

The film, created by RK Swamy BBDO Delhi, highlights the plight of farmers in India and the impact their suicides have on their families through the eyes of a little girl, Dhuniya

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Skymet Weather highlights farmer suicides in a poignant film

Skymet Weather highlights farmer suicides in a poignant film

The film, created by RK Swamy BBDO Delhi, highlights the plight of farmers in India and the impact their suicides have on their families through the eyes of a little girl, Dhuniya

BestMediaInfo Bureau | Mumbai | August 21, 2015

Skymet-Weather Click on the image to watch the Film.

Skymet, one of the largest and the only private weather forecasting agency in India, has pledged to do its bit in bringing to people' attention the underlying insecurities of every farmer family in India. Years ago, the CEO and Founder of Skymet, Jatin Singh, took the onus of helping farmers in India. With this objective in mind, he created Skymet in 2003. Skymet Weather has been known for providing reliable and accessible weather forecasts since then.

Skymet Weather provides a range of services like accurate weather forecast, crop insurance and agri-risk management. Skymet even acts as a consultant to the Central and the State governments.

It strongly believes that while it cannot eliminate droughts and hail storms or alter erratic rainfall patterns, it can prepare a farmer for a drought or excess rainfall and help him take appropriate measures. #Helpthefarmer pledge is Skymet's attempt to draw audience's attention on the sensitive issue of increasing farmer suicide in the country.

In a country like India, where monsoon is the most influential weather phenomenon, the fate of most of the farmers depends on it. The fear of unforeseen weather conditions tends to pose great fear in the minds of many farmer families in India. To showcase this fear, Skymet and RK Swamy BBDO have come up with a four minute video showing emotions of the little girl named Dhuniya.

The ad shows Dhuniya, who is deeply affected by the suicides committed by her friends' fathers, concerned about her farmer father's well-being. So she follows him everyday to the parched fields where he works. She even hides a rope that she finds at her home in the hope that her father is not tempted to take his life. One day, she finds the rope missing and the teary-eyed girl runs to the fields in search of her father, where she finds him swinging the rope over a tree branch. She calls out to her father and runs to him, only to find that he was actually preparing a tyre swing for her to play on. The film ends on a happy note for Dhuniya, but also gives the grim message of the farmer suicides in the country and the impact on their families.

Talking about the idea Jatin Singh, CEO, Skymet Weather said “More than 40 farmers commit suicide every day in India, leaving behind ailing parents, scores of orphans and widows. In a country where agriculture remains the largest employer, farmers are the pillars. We at Skymet, have taken the pledge to strengthen the pillars of our country.”

Manav Singh Gahlaut, Chief - Digital Media, Skymet Weather added “When people ask me how we forecast weather, I jovially tell them we have a contract with God! But in reality weather forecasting is a complicated science. Over the years, our meteorology team has worked hard in attaining very high accuracy through well-researched techniques. And we now aim to reach out to the entire nation with this video.”

The creative agency for the video RK Swamy BBDO is has been ranked consistently among the top ten in India. Talking about the way the idea was put into execution Sunil Kukreti, Senior Partner,  R K Swamy BBDO said ”It is such a sensitive issue of farmers and their families getting terribly impacted by the uncertain weather. We wanted to tackle it through the emotions of a little girl and her love for her father which will reach out to your heart. This support from Skymet in the form of accurate weather forecast can help in alleviating their hardship”

Nikita Kapoor Khurana, Brand Strategy Director - Digital, RK Swamy BBDO said, “We planned this campaign considering the fact that Farmer Suicides is a very grave issue in India. A lot of farmers are losing their lives and uncertain weather is also one of the key reasons. Basis this issue we creatively portrayed a story of a little girl and her love for her father. The film is promoted exclusively on digital media and we are delighted to see the response. Our campaign #Helpthefarmer trended on Twitter for close to 6 hrs at no.1 position also the reach we got in just 1 day was more than 8.3 million."

The Flim:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Skymetweather.com

Creative agency: RK Swamy BBDO (Delhi)

Delhi Branch Head: Sunil Kukreti

Brand Consultants: Nikita Kapoor Khurana, Mohit Tanwar

Story: Rashmi Ambastha

Screenplay: Rashmi Ambastha, Ankur Suman

Lyrics: Pankaj Bora

Creative Team: Ankur Suman, Rashmi Ambastha, Pankaj Bora, Deepti Duggal, Ajmer Pratap Singh

Production House: Anonymous Films

Director: Atul Manjrekar

Producer: Smitha Baliga

DOP: Pankaj Kumar

Music Director: Rajat Dholakia

Singer: Ronita Banerjee (courtesy Salim Merchant and Indian Idol).

Sound Engineer: Dharmesh Vora

Casting: Vikas Gupta, Dilip Shankar

Costume Stylist: Geeta Ratwani

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