MUMBAI: VMLY&R India, an award-winning digital marketing, advertising and transformation agency, has conceptualized an illustrated and emotional film dedicated to Indian farmers for Swaraj Tractors.

Swaraj Tractors is first indigenously manufactured agricultural tractors in India, aptly named as Swaraj - giving a new dimension to the concept of self-reliance put forth by Mahatma Gandhi. The Swaraj brand has a rich history and over the last 40 years it has longstanding reputation amongst the farmers and the brand is synonymous with trust, power & reliability.

This year India is celebrating its 73rd Independence Day and like every year, all Indians will be excited about the day in their own big and small ways. 

For majority of the Indians, celebrating this day is all about wearing that quintessential white kurta and attending their respective functions in their society, buying tri-color flags for kids, chilling at home and scrolling through patriotic movies on cable TV and maybe eating some special food.

Amandeep Singh- Business Director, VMLY&R India had this to say on the campaign, ‘While celebrating this day in the most exciting way possible, how often do one realize that there is an entire community for whom Independence Day is just another day, as they are busy toiling hard for something, which is arguably the most important thing for our survival – growing food for us! This film shows the contrast in the ways of celebration of a common man and a farmer. Just that, a farmer’s celebration and hard work for nation is not for one day, it’s for his entire lifetime.’

As the voice - over and audio talks about the regular Independence Day Celebration in small towns and cities, the visual is a contrast departure from the same as it shows what Independence Day is for a regular farmer.

While Indians celebrate Independence Day with all the zeal and fanfare, let’s take a moment to acknowledge the contribution of these farmers in making us the great nation we are today.