DS Group releases Campaign Film Highlighting Indian Female Farmers

By: WE Staff | Wednesday, 3 January 2024

In order to celebrate the invaluable contributions made by women farmers in India, the FMCG conglomerate Dharampal Satyapal Group (DS Group), a multi-business corporation, has released a new film made on their lives.

To address the notable underrepresentation of female farmers, DS Group unveiled a video campaign on National Farmers' Day, taking forward the #SaluteTheFarmHER initiative that was started on International Women's Day.

The film revolves around the extraordinary work and experiences of female farmers and their daily lives recognizing that eighty percent of rural women are actively involved in agriculture.

The film starts by showcasing men working in various farming tasks at the beginning. The twist comes when at the beginning, men are seen working with equipment but later the equipment seems operating on its own, drawing attention to the lack of female farmer's visibility. As the story continues, the film smoothly presents harsh statistics regarding the participation of women in Indian agriculture, gradually bringing the real female farmers back into focus and earning them their rightful place in the forefront of society.

Rajeev Jain, senior vice president of corporate marketing at DS Group states that DS Group's #SaluteTheFarmHER initiative celebrates the resilience of farmers on National Farmers Day, aiming to raise awareness and promote inclusivity in the agricultural sector by showcasing women's diverse roles and expertise.