ITC Ltd’s B Natural, a ready-made fruit beverages brand has initiated a digital campaign ‘Jai Jawaan, Jai Kisaan’ to acknowledge the forgotten heroes of the country, our farmers. Through this campaign, the brand strengthens its attempt to gather from Indian farmers and stand up for them, and appeals the consumers to choose the products which are made from local ingredients.

The Indian farmers do tireless hard work and brings prosperity to the entire country. The brand has always conceded the fruits of the Indian farmers’ labour and adheres to the use of locally sourced Indian fruits for its juices.

The song is an effort to emphasize the unselfish labour put in by the farmers towards national economy. The song, developed in partnership with Alive India, gas been sung by Zubeen Garg.

The brand asks individuals to identify the efforts of Indian famers and make introspective choices while shopping thus advocating the products that are instrumental in boosting the farming community of India.

Setting the brand against the background of a fervent voice coupled with motivating lyrics that induce the spirit of nationalism, the brand’s video, ‘Jai Jawaan, Jai Kisaan’ is dedicated to the Indian farmers, the unsung heroes of the nation.

The song begins with a pack shot of the brand delineating the map of India and takes us through a montage of farmers and soldiers across India who are seen unselfishly involved in their respective duties towards the nation with smiling faces, while capturing the country’s diversity.

The video ends with India’s map, comprising images of farmers in each region along with their produce, depicting how the brand works with these farmers and formulates goodness of fruit of their labour into a range of fruit beverages for the consumers. And motivates consumers to greet and honour the whole farmer community by selecting local products.

Sanjay Singal, chief operating officer, dairy and beverages of ITC commented- “In a country like India, farmers play vital roles in uplifting the economy and at the same time remarkably contribute towards the welfare of every citizen of the country. As a trustworthy brand, B Natural is in regular pursuit of contributing relevantly towards the betterment of the lives of Indian farmers for their long-haul support. This video is a manifestation of our constant commitment to assist farmers through sustainable and inclusive value chains.”

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