Swaraj Tractors and VMLY&R India shine a spotlight on women as the invisible face of farming

A new animated video aimed at raising awareness of women as the invisible face of farming has been released today as part of an initiative by Swaraj Tractors.

Appropriately launched on International Women’s Day, the video, which is being seeded across the corporation’s social media channels, highlights the hard work of more than 100 million female farmers in India today, who often get little acknowledgement for the crucial role they play in India’s male dominated agricultural industry, and the valuable contributions they make towards the country’s economy. It underlines the premise that the real impact is on tomorrow’s generation – when girls grow up realizing how important woman farmers are to the Indian economy.

Created by leading global marketing agency VMLY&R on behalf of Mahindra’s tractor division Swaraj Tractors, the video aims to raise awareness of Prerna, a Mahindra initiative which offers support and empowerment for women in agriculture, by providing equipment and training to help them become better farmers, allowing them more opportunities to contribute to household incomes and even apply for government loans.

Commenting on the video, Tripti Lochan, co-CEO, VMLYR& Asia, said: “It’s always a pleasure to work with clients like Swaraj, who understand the value that women bring to India’s agricultural industry. Swaraj's investment in their future now will not only help them to further themselves, but will also help the next generation of women understand the important role they can  play. “

Video Credits:
Illustrations: Nandan Joshi 
Voice: Muriel Dias
Concepting & lyrics: Kevin Lobo + Alok Bannerjee
Production & Animation: Saurabh Pal + Amar Sharma + Kailash Bangar