2nd October is a day of prime National significance, when the country remembers its national heroes. On this momentous day when the spirit of nationalism motivates the whole nation, ITC Ltd.’s B Natural Ready to Serve Fruit Beverages has launched a digital campaign ‘Jai Jawaan, Jai Kisaan’ to salute the unsung heroes of the nation, the Indian farmer. Through this campaign, B Natural reinforces its efforts to source fruits from Indian Farmers and lend support to them, and urges consumers to do the same by choosing agri produce which are sourced from Indian Farmers.
The Indian Farmer toils tirelessly, and brings prosperity to the entire nation. B Natural, as a brand, has always stood for recognizing the fruits of the Indian farmers’ labour and this is reflected in its committment to sourcing Indian fruits for its juices.
The song is an endeavor to highlight the selfless labour put in by the farmers towards Nation-building. The song, sung by Zubeen Garg is developed in collaboration with Alive India. Through this initiative, B Natural encourages individuals to recognize the efforts of Indian farmers and make thoughtful purchase decisions in favour of products that make a contribution towards empowering the country’s farming community.
Set against the background of a soulful voice coupled with inspiring lyrics that evoke the spirit of Nationalism, B Natural’s video, ‘Jai Jawaan, Jai Kisaan’ is a tribute to the Indian farmer, the unsung heroes of the nation. The song starts with a pack shot of B Natural outlining the map of India and takes us through a montage of farmers and soldiers across India who are seen selflessly engaged in their respective duties towards the nation with a smile on their faces, while capturing the country’s diversity. The video closes with India’s map, formed with images of farmers in each region along with their produce, signifying how B Natural works with these farmers to bring the goodness of fruit of their labour through their range of fruit beverages for the Indian consumers. And encourages consumers to salute and celebrate the entire farmer community by choosing Indian products.
The video will be released on the brand’s social media assets including Instagram, Facebook and YouTube.
Commenting on the initiative Mr. Sanjay Singal, Chief Operating Officer, Dairy and Beverages, ITC Ltd. said, “In a country like ours, farmers play an important role in supporting the economy and at the same time significantly contribute towards the well-being of every citizen of the nation. As a responsible brand, B Natural recognizes the efforts of our farmers and is in constant pursuit of contributing meaningfully towards the lives of the Indian farmers. This video is a reflection of our unwavering commitment to support farmers through sustainable and inclusive agri value chains.”