New ITC video celebrates farmers of Atmanirbhar Bharat

ITC releases video to highlight various agri-reforms that have facilitated farmers to contribute more to the country's growth.

As the country slowly moves towards recovering from the impact of COVID-19 to reset and reimagine a brighter future, ITC took it upon themselves to celebrate the undying spirit of the country's farmers with Khwahishon ki Azadi. The video visually captures the contribution of India’s farmers in providing food to folks all over the country. It is ITC’s tribute and salutation to India’s farmers and celebrates the true spirit of freedom.

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ITC works closely with farmers for its several FMCG brands such as Ashirvaad, Sunfeast, Bingo!, B Natural, Classmate and Mangaldeep. The video also reflects on the relationship ITC has with farmers across the country, highlighting the various agricultural-first collaborations they have been a part of in rural India, facilitating progress.

The ad film focusses on agri-reforms such as the e-Choupal eco-system and the ITC Baareh Mahine Hariyali initiative. It narrative depicts the determination of ITC to support every farmer's hard work at various stages of crop development, procurement, supply chain development, processing and finding market linkages.

"Aspirations bring change. Aspirations drive growth. Aspirations build a Nation," the brand says.