Marico Limited launches special edition featuring inspiring farmers' stories

HYDERABAD: Marico Limited's flagship initiative - Parachute Kalpavriksha Foundation launched a multi-pronged campaign to pay tribute to India's farming communities by celebrating their innate spirit of growth and nurturance. The integrated campaign spread across print, digital and social media channels, released an ad film with an aim to not only sensitize consumers about the nurturing spirit of the farmers but also express gratitude towards their undying efforts.

Through this campaign, Marico aspires to bring consumers a step closer to the farming community. Therefore, as the second leg of the campaign, Parachute Kalpavriksha Foundation launches a special farmer edition, featuring their real-life inspirational stories on the pack of 'Parachute Advansed Gold.'

To extend the spirt of nurturance to the consumers, the pack will come with a seed paper neck tag which when sowed in soil and watered regularly, grows into a plant.

The ad film narrates how Marico sees a nurturer in every farmer. The campaign was supported by several south Indian celebrities including Aishwarya Lekshmi, Manchu Lakshmi, Kalyani Priyadarshan, Sarath Kumar, Anupama Parmeswaran and Samyukta Hornad.

The special edition will showcase a prelude to the impactful stories of four farmers- Moti Singh (The Farming Soldier), Sandeep Gite (The Drought Warrior), Arvind A (The Land's Guardian) and Vinoth Kumar (Nurturer on Duty). A QR code embedded in store assets will lead consumers to a microsite presenting a detailed story about their family, life and the challenges they overcame to feed the people of the country. The microsite will also entail details about the initiative and its impact.

The limited-edition packs will be sold digitally on Flipkart exclusively. A tie-up with Reliance stores also has been made for offline sales in cities such as Bangalore, Chennai, Kochi, Coimbatore, Hyderabad and Vijayawada.