The film has been conceptualized by Rediffuion Y&R, Chennai for TAFE (Tractors and Farm Equipment Limited) and presented by the TAFE’s Corporate Communications’ team. The campaign urges you to recognize the contribution of farmers so as to bring the invisible farming community back into our collective psyche.
The #ThankYouTohBol campaign comes in the second phase of the #FarmDost initiative that kicked off in April of 2015 with now over 800,000 followers – or, shall we say, #FarmDosts. The #FarmDost community is perhaps the largest farmer-cause community in India.
The first phase of the campaign urged people to cultivate a one sq ft farm. There was an extensive outreach in schools and other educational institutions to get students excited about the initiative. The overall agenda was to seek to inspire participants to feel the warmth of the soil between their fingers, to feel the joy of nurturing a seed until it springs to life and, in the process, empathize with the farmer.
This second phase, #ThankYouTohBol is an initiative to encourage people to recognize and respect the contribution of farmers. It is an appeal to the society to express our gratitude to our farmers by taking a pledge to make the effort to go and meet and spend time with a farmer.
The film plots around a small girl named Maya travelling with her parents. They have lost their way somewhere in the middle of a widely spread mango farm. They call out for help to a farmer. Maya’s mother explains to her the importance of the farmers who grow her favorite mangoes and that it is because of the farmer that many like her can be enjoy what they desire. Maya cannot stop herself from expressing her joy and runs to thank the ‘Farmer Chachu’ by giving him a peck on his cheek. The ‘Farmer Chachu’ is overwhelmed at her gesture.
The campaign is supported through a digital advertising, as well as via a radio campaign. In addition to the video, a nationwide on ground activation are being planned to support this phase of the initiative.
Sunitha Subramaniyan, who heads the Corporate Communications Department at TAFE, says “Over the last 5 decades TAFE has been working closely with the farming community and has a deep insight into how hard farmers toil to nurture their crops and nourish us – for no other reward, but the love of the land. It was only natural for TAFE to champion the cause of the farmer – a cause we truly believe in”.
“We launched the Be#FarmDost initiative last year to bring the invisible farmer back into our social psyche and create an environment of appreciation and empathy for them. We were sure that this message would resonate with everyone, but, the response truly amazed us; within a year the community of #FarmDosts has grown exponentially to over 800,000 on Facebook (facebook.com/FarmDost). The second phase #ThankYouTohBol is a humble effort to connect the urban population to the farming community – by imploring them to take the #ThankYouTohBol Pledge, meet farmers face-to-face and thank them for their unrecognized contribution of feeding the nation and the world at large.
What Maya does is simple yet profound; filmed with childlike innocence it drives the point home – a heartfelt thank you has the power to transform lives.”
Ananda Ray Creative head- Rediffusion Y&R, Chennai says, “It is rare to come across a client who invests in a cause that is not designed just to tick the CSR boxes or with an eye on the bottom line. TAFE has been dedicated towards improving the lives – and standing – of farmers within our society from their inception and the #FarmDost movement is but a natural extension of this vision. This is a cause that is easy to believe in and to work towards making happen – whether from an agency perspective or as a lay person. If even one viewer is moved to action after watching Maya’s story, it will mean a lot to both TAFE and us – and, most crucially, to the farmer.
Agency: Rediffusion Y&R, Chennai
President: Dhunji S. Wadia
CCO: Rahul Jauhari
Creative Head: Ananda Ray
Office Head: Hari Ganesh Desikan
Account Management: Geetha Raj
Production House: Kadhai Films, Chennai
Director: Farooq Mohamed
Associate Director: George K Antoney
Producer: Hari Prasad
Music: Madley Blues
Source: Rediffusion Y&R, Chennai