Women are the backbone of the farming sector in India. However, their contributions and achievements have gone unnoticed, making them the invisible farmers of India.
A simple search of the word ‘farmer’ fails to represent the 10+ crore of women farmers who toil away as farm labour, in addition to being wives, daughters-in-law and mothers.
This Women’s Day, VMLY&R was tasked by Swaraj Tractors to bring these women into the limelight.
To do this, Swaraj Tractors turned their social channels into an aggregator platform. It promoted any and every article from across the internet, including articles by news agencies, blogs, websites or online portals that talks about the contribution of women farmers. A dedicated micro-site was built which curated top stories of women farmers for users to read and discover their achievements. Swaraj also promoted these stories on multiple brand platforms. Not just that, a film urged the internet generation who make hundreds of searches every day to search for women farmers on women’s day. Then it hijacked search results driving people towards these inspiring stories of women farmers.
Additionally, to spark a conversation online, Swaraj asked users to share and submit stories of inspiring women farmers they have come across in their life. To give them a platform and even include them for Swaraj Innovation Awards. Winners of the brand’s awards for the field of farming were highlighted on social media platforms. All this to bring women farmer into the limelight they deserve, especially in a country which proudly celebrates its farmers.
Amandeep Singh, Business Director, VMLY&R said, “We wanted to make this Women’s Day all about this invisible farmer of India. Swaraj has always stood for making this shift happen and has been actively involved in the movement. This campaign comes with a strong insight and aims to impact mindset of everyone in the country to recognize and support these wonderful women farmers.”