| Public Service Commercials | ||||
| Awards |  |
|||
| Client | Skymet Weather Services Private Limited | |||
| Brand | www.skymetweather.com | |||
| Agency | R K Swamy BBDO PRIVATE LIMITED | |||
| Cultural Context | In India, over 58% of rural households depend on agriculture. Since farmers are unaware about the availability of free & accurate weather forecast, often, the crop gets destroyed due to unforeseen weather changes pushing them into the dungeons of debt & poverty. Since 1995, nearly 300,000 farmers have ended their lives. But, sadly, a farmer’s hardship goes unspoken, unheard and unaddressed. | |||
| Solution | Most of the farmers in India aren’t well-educated or technologically-abled so they can’t help themselves. So, we gave the campaign such an emotional potency that people start seeing helping farmers as their own responsibility. Released with #HelpTheFarmer as a rallying cry, the centerpiece of the campaign was a film about a farmer’s daughter living in constant fear of losing her father. | |||
| Audience | Netizens of India, with the final beneficiary being the farmers. | |||
[flowplayer id=”4497″]
