Mahadhan aims to bring back pride in farming by making Indian farmers globally competitive

Farming is one of the oldest professions of India with a significant part of the population engaged in it. India is reputed as one of the largest agrarian countries of the world. Over the years, the profession has lost its sheen and with rapid urbanisation, more and more farmers and their families are moving towards cities detaching themselves from their generations old profession. There has been a spate of negative reporting around issues related to farming and farmers, leading to further grief in the profession.

Smartchem Technologies (STL), a fertiliser manufacturer in India and wholly-owned subsidiary of Deepak Fertilisers and Petrochemicals Corporation Limited (DFPCL), launched its television commercial focusing on highlighting the contribution of the farmers towards the growth in the Indian economy. Unlike focusing on product promotion and branding, the TVC wants to bring back the lost sheen and pride in the profession. Conceptualised by Pune-based agency Xebec India, the TVC is targeted at the farmer community and celebrates the occupation of farming – one of the oldest occupations in human history. Through this TVC, Mahadhan aims to change the belief that farming is not a respected profession. Just as being a doctor or engineer evokes the sense of pride, this TVC hopes to arouse the same sensation in the hearts of the farmer community.

Pranav Thakkar, Head, Corporate Communications, who also heads the marketing function of the company, said, “India is known as the land of kisans. It is an irony that as per The Centre for Study of Developing Societies (CSDS), 76 per cent of the farmers would prefer to do some work other than farming. Mahadhan has been working closely with the farming community since the past 25 years and our mission is to make Indian farmers globally competitive and to help them improve the quality and yield of their produce and help in bringing back pride in farming. We hope that through this TVC, we can project this commitment and create awareness of the invaluable contribution made by India’s farmer community in the growth of the nation.”

The TVC has got over 420,000 views, 13,000 likes and 4,500 shares on social media.

The TVC opens with a nervous father who also happens to be a farmer, attending his young son’s annual function at school wherein children share aspirations for their future. While other kids want to become pilot, architect, etc., his son Kushal expresses his desire to become a farmer and make India proud. He explains the importance of the farmer in ensuring 1.25 crore people in India are well fed with quality produce. The TVC tries to strike an emotional and patriotic cord with its viewers, thereby projecting Mahadhan’s commitment to the agricultural sector by providing high-quality crop solutions.

Kiran Bhatt, Founder and Director, Xebec India, said, "The brief was to create a film which will be able to connect the brand to the consumers. We wanted to take an emotional route because we wanted to break the clutter. We wanted to create a connection between the brand with the consumers. Mahadhan has launched a range of products and is also setting up a new manufacturing plant. This is an important point in the brand's journey."

Bhatt also said, "We wanted to tell people that farming is also an honourable and respectable profession. Through this, we expect that the farmers' children would be motivated to stay back in the profession. Today, most people continue with their father's profession of farming, because of compulsion and not choice. We wanted to change this."

The TVC:

Credits:

Production House: Spectrum Showtech Limited

Chief Creative Director: Dr. Sridhar Moorthy

Creative Agency: Xebec India

Founder & Director: Kiran Bhatt

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