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Shakti Pumps salutes the real 'annadatas'

The new campaign with Amitabh Bachchan, conceptualised by StrawberryFrog, shows farmers as more than just producers of foodgrain

Shakti Pumps salutes the real 'annadatas'

The new campaign with brand ambassador Amitabh Bachchan, conceptualised by StrawberryFrog, shows farmers as more than just producers of foodgrain

BestMediaInfo Bureau | Mumbai | January 17, 2014

shakti-pumps Click on image to the watch TVC

Shakti Pumps has come out with their latest campaign with brand ambassador Amitabh Bachchan. The TVC, conceptualised by StrawberryFrog, pays respect and shows gratitude to the 'annadatas' or our farmers.

Shakti Pumps is known for manufacturing diverse models of stainless steel submersible pumps and motors and other application pumps for a wide range of applications in domestic, agriculture and industrial sectors. The new campaign further reiterates the brand philosophy 'Hum hain desh ke annadata ki shakti'.

The basic idea was to emphasise on the farmer's contribution towards society. The sweat and toil of the farmer, which is usually taken for granted, is the real hero of the TVC. A farmer not only simply serves the nation, but also feeds millions. He is more than just a producer of grain; he is an 'annadata'.

Ankit Patidar, VP, Marketing, Shakti Pumps, said, “For our brand, which hopes to make a difference to farmers across the nation, we have chosen to eulogise the Indian farmer as an annadata – a provider and not just a worker. To emphasise the message and address the farmer superlatively, we needed to choose a personality with huge stature. Someone who is not only respected globally for his achievements, but who has retained his character and stayed true to his roots. Someone who would understand the farmer as a true son of the soil, and hold him in utmost respect. Someone who farmers relate to and revere because of his accolades and persona. A personality that’s larger than life, but still humble enough to bow down before our annadatas. A personality like our new brand ambassador, Amitabh Bachchan.”

The 60-second TVC opens with Amitabh Bachchan walking through a field and introducing the farmers to the viewers. As the visuals change to different aspects of farming, Bachchan explains the ways a farmer is actually our annadata, how they are always working all 12 months. The TVC ends with Bachchan saying: "Hum hain desh ke annadata ki shakti - Shakti Pumps".

The campaign which has been launched during the harvest season will end in June 2014. The campaign is supported by on-ground activation, print ads and radio commercials. The TVC is going pan India on various local GECs and news channels. The Radio campaign will be focused in tier 2 and tier 3 markets.

Raj Kamble, Managing Partner and Chief Creative Officer, StrawberryFrog, commented, “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.”


Credits: Client: Shakti Pumps Agency: StrawberryFrog Chief Creative Officer: Raj Kamble Creative Director: Shoojit Sircar Production House: Saraswati Creations Media Agency: Nett Value Media Pvt Ltd.

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