On the occasion of National Farmers’ Day, Dharampal Satyapal Group (DS Group), a FMCG conglomerate and multi-business corporation, has extended its #SaluteTheFarmHER initiative with a compelling digital film and print-led campaign, recognizing the invaluable contributions of women farmers across India. Through this campaign, DS Group aims to draw attention towards female farmers in rural areas, where 75% of rural women are employed in agriculture.
The campaign launches a digital film that challenges the single biggest image challenge in Indian agriculture that is recognition of female farmers. To complement the digital film, a print campaign was introduced depicting a male farmer; but when readers rotate the newspaper, the same image reveals a female farmer. This illustration demonstrates how a shift in perspective can reveal what has always existed but has rarely been acknowledged.
Through this initiative, DS Group reiterates its commitment to fostering awareness and recognition for women farmers across the country. The #SaluteTheFarmHER campaign was launched in early 2023 and it’s a continued commitment to the cause of due recognition of female farmers in India.
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Sachin Sharma, General Manager, Corporate Marketing, DS Group, said: “On National Farmers Day, DS Group is proud to recognise the indispensable role of women in agriculture through the #SaluteTheFarmHER campaign. By breaking traditional stereotypes and advocating for greater inclusivity, we aim to give ‘FarmHERs’ the recognition they deserve for their resilience and contribution. Our mission is to rewrite the narrative of Indian farming by putting women at the center of the stories.”
