Farmers, Our Pride: Pepsico
Challenge
Farmers are the unsung heroes of India. They are invincible, yet invisible. PepsiCo relies heavily on the farming community in India, across 24 states, and supports them with programmes covering water conservation, women empowerment, youth training and yield and income. So during Baisakhi, the Agriculture New Year, when they thank the Gods for abundant harvest and prosperity, PepsiCo gave them something they truly deserve: a Thank You.
Solution
The campaign was a poetic tribute to the agricultural community of India. Which is why we called upon real farmers to be our heroes. From the cast and wardrobe, to the props and locations, every detail revealed the most authentic stories of their tenacity and sincerity. We utilized wide-angle lenses that created a large canvas and used only natural light to create high-contrast black and white imagery, adding more depth to the poetry. It was essential to show the grandness of scale because their cubicles are the massive acres of land they nurture. By showcasing their lives in the truest sense, we created an organic and immersive look that draws the viewers in to listen to their beautiful stories.
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