KisaanDiwas, a social observance, celebrated throughout the nation for the indelible contribution of the farmers, who are the pillars behind the citizens, providing them with the food they eat.
Tata Agrico, the oldest brand of Tata Steel, is a pioneer in superior quality agricultural implements. Since 1925, it has been the leading manufacturer of handheld implements like hoes, shovels, sickles, crowbars, pickaxes, and hammers. These implements cater to the needs of agriculture, infrastructure as well as mining sectors.
Farmers are one of the prime consumers of Tata Agrico. They have always strived to reach the end-consumers, talk to them, meet them. On the occasion of National Farmers’ Day, or KisaanDiwas, Tata Agrico took an initiative to meet the unsung heroes of the nation and celebrate their contribution to the country.
“KisaanDiwas has always been a special day for us as a brand as it recognises the farmers of the nation. They are an integral part of the nation-building process & TATA Agrico has been a proud partner to them in its 95-year-old journey. This Kisaan Diwas was especially challenging because of the year that has been, we have struggled to maintain the kind of interactive relationship that we generally maintain with them through meets, Agri fairs in other years. Thus, having come across this opportunity to meet a consumer, and somebody who is a role model for society, was incredibly special. Dasu Da embodies the spirit of all TATA consumers, they care for the society at large. That sets them apart.” – Sayani Datta, Sr. Manager (Digital, THT, I&H Consumables), TATA Agrico.
“It was amazing to design and execute the Kisaan Diwas campaign for TATA Agrico which finally converged into an awesome day with the real heroes, the #DeshKaKisaan. Proud of the team to pull this off smoothly.” Mitul Das, CEO & Co-founder, UrsDigitally (The official digital partner of Tata Agrico)
To celebrate National Farmers’ Day, Tata Agrico identified a common farmer, Mr. ThaurdasSasmal, commonly known as Dasu Da, who turned into an extraordinary personality because of his activities. When the world was struggling to battle with the Covid-19 pandemic, Dasu Da travelled on his feet across the country in 101 days (6000 km by walk) with the awareness message of Covid-19. Earlier, he was the one who cycled across the country in 59 days with the message of organ donation. Tata Agrico identified this extraordinary human being, who is also a dedicated user of the tools made by the brand, and felicitated him for the exemplary activities he has been doing for the country.
“It was always difficult to reach the end consumers for a brand like Tata Agrico as they are mostly from the grass-root level and not easily available on digital platforms. Hence, it was an immense pleasure for us to arrange this on-ground event to celebrate our #DeshKaKisaan on KisaanDiwas and get the opportunity to hear the voices of our consumers. The hearty appraisal coming directly from the end-users is anytime a grand reward for a brand and our team experienced that.” – Sreya Tripathi, Senior Content Visualizer, CRM, UrsDigitally (The official digital partner of Tata Agrico)
To celebrate the priceless contributions made by such farmers of India, taking all the precautions to stop the spread of Covid-19, Tata Agrico team reached Udaynarayanpur village of West Bengal and organized a felicitation ceremony for Mr. ThakurdasSasmal and got involved in various fun activities with some other farmers to get to know them and spend time with them. There were giveaways from the brand for all the people present at the event. Tools such as Hoe, Shovel, and Pickaxe which are extensively used in agriculture, were gifted to the farmers by Tata Agrico. The event was covered on Facebook and Instagram Live to reach a wider audience.
“The target universe of Tata Agrico includes all the common people of our nation who stand extraordinarily when it comes to being the pillars of India, the farmers, construction workers, tradesmen and like. These people are less reached out by brands and designing a campaign that aimed to reach them directly was something that lighted the spark of excitement in us. We were overwhelmed to be present in Udaynarayanpur village with the farmers of India and celebrate National Farmers’ Day.” – Debdyuti Ghosh, Management Executive, UrsDigitally (The official digital partner of Tata Agrico)
Our special thanks to Celebrity Motivational Speaker, Naina More, who interviewed celebrities like Farah Khan, Chetan Bhagat, DabooRatnani, Madhur Bhandarkar, Ranveer Brar, RannvijaySingha and more was present virtually in the National Farmers’ Day celebration with Mr. ThakurdasSasmal and had a conversation with him over an Instagram Live session from her channel. From the conversation, interesting facts about Dasu Da came under light, people who are the pillars behind him, things that motivate him to continue these journeys were also discussed.
Tata Agrico is committed to operating responsibly concerning the health, safety, and wellbeing of its employees, channel partners, and the communities in which it operates. It is also committed to the sustainable management of the environment and finite resources. The division lays extreme stress on quality processes and is ISO 9001:2008 certified. For more details, visit the website.