NEW DELHI: Agriculture is the primary source of livelihood for about 58 per cent of India's population. Farmers put food on our table, clothes on our back, and are undoubtedly the backbone of our nation. Yet, they have been forced to take to the streets to make their voices heard, urging the government to roll back the three farm laws which they fear will spell doom for their livelihoods. Over the last few weeks, farmers have traversed great distances, braved police action and withstood freezing temperatures to vocalise their demands – displaying true grit and determination. Their struggle has garnered support and solidarity from different sections of the society, who believe that without farmers, there can be no India.

Now, on the occasion of Farmer’s Day/Kisaan Diwas on 23 December, Tata Shaktee wanted to express a debt of gratitude to the Indian farmer through a film for digital media with the hashtag #ThankYouKisaan, thereby strengthening the bond between the brand and the farmer.

Conceptualised by Wunderman Thompson South Asia, shot by ace cinematographer Ranjan Palit and produced by Made in Calcutta, the film is set to a track by Mayukh-Mainak that accentuates the rustic vibe while bringing alive the celebratory tone of the message. It is a fitting tribute to the Indian farmer who strengthens the backbone of the nation from a brand which has been a friend of the farmer for the last 20 years and a company whose steel built the nation. It is a salute to the shaktee (strength) that is the hallmark of every kisaan.

Tata Steel Ltd chief of marketing - BPR-B2C brands Satyajit Maity said, “Tata Shaktee has been working tirelessly for the last two decades, enabling farmers to live with pride. As we celebrate our 20th anniversary as a brand, we wanted to thank the Indian farmer for the difference that they make to countless lives.”

Wunderman Thompson, Kolkata ECD & VP Arjun Mukherjee said, “Tata Shaktee and the Indian farmer go back a long way. The film is a heartfelt tribute to the inner strength of those men and women who spare no effort - rain or shine, right round the year - going to great lengths to ensure that our basic needs are met.”

Wunderman Thompson, Kolkata, SVP & managing partner Vijay Jacob Parakkal said, “We have been partnering with Tata Shaktee for almost a decade over which the brand has stayed focused on the needs of the Indian farmer. This film is an acknowledgement of the invaluable contribution that farmers make towards our daily lives on the occasion of Kisaan Diwas.”