Film executes the idea that farmer is invisible to us, in a poignant and poetic manner.

Narration talks about his immense presence in our life, yet his dramatic absence from our vision. We learn that we take him and his contributions for granted and are indifferent to him.

Visuals follow the main idea and we are largely unable to see him throughout the film.

In an era of management by numbers, we lose our humanity while painting only the broad picture and therefore suffer from cognitive blindness. The marginalised and poor are not seen or heard. Their collective voices are noticed only by their absence.

54% of India’s 1.4 billion people are farmers, yet we fail to see them. The person behind the data stays invisible.

Founded by Marico India, a brand that touches the lives of 1 out of every 3 Indians, Parachute Kalpavriksha Foundation wanted urban India to empathise with the farmer, and reconnect with them.

Our film coincided with the farm movements in the country and gained traction. Reaching 1.5 million urban consumers and the topic of the invisible farmer trended on social media in 2 metro cities. The campaign inspired national news platforms and TV news channels to discuss the contributions and issues of the Indian farmer on prime time debates with national leaders while many leading film celebrities like Aishwarya Lekshmi, Lakshmi Manchu, Kalyani Priyadarshan, and Sarath Kumar, helped generated over 32 million impressions around the topic.

Farmers were back in mainstream conversations and were more visible than ever to the growing, urban population. Parachute India gained strongly on brand recall and is now placed synonymously with grassroots initiatives that help Indian farmers, long neglected in the visible economic growth of the nation.

Kalpavriksha Foundation is determined to positively impact the Indian farming community through education, skill development, and innovation. For the same, the most important step is to bring back farmers in our mainstream urban conversations.

This laid the foundation of this campaign where we aimed to highlight the relentless efforts of our farming community and help our urban consumers form a closer connection with them. Having made a positive impact in the last few years, we further aim to make a difference in the lives of 100,000 farmers by bringing our providers closer to our consumers.