Farmers are the unsung heroes of India. They are invincible, yet invisible. The campaign was a poetic tribute to the agricultural community of India. Which is why we called upon real farmers to be our heroes. From the cast and wardrobe, to the props and locations, every detail revealed their authentic stories.
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CALLIGRAPHY STYLE:
We hired calligraphers who specialise in Devanāgarī", an old Sanskrit script, and told the story of the organic and craft-intensive work of the farmer.
