P.S. Rathour And Coca-Cola India Celebrate Mahila Kisan Diwas 2024 In A Digital Campaign

New Delhi, 17th October 2024: In a meaningful partnership with artist and illustrator P.S. Rathour, Coca-Cola India has launched a digital campaign in celebration of Mahila Kisan Diwas. This initiative pays tribute to the invaluable contributions of women farmers and their journeys toward sustainable agriculture.

The campaign showcases captivating illustrations of five inspiring women farmers – Regina, Rani, Suvarna, Preethi, and Basanti – from diverse Indian states. Each illustration embodies powerful stories of resilience and transformation. These women not only excel in sustainable farming but also serve as vital agents of change within their communities.

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CREATE, a talent management and influencer marketing agency managing P.S. Rathour is proud to support this collaboration. Co-founder Avi Chanodia stated, “We are thrilled to partner with Coca-Cola India for this campaign. It not only shines a light on the critical role of women in agriculture but also empowers them through storytelling. At CREATE, we believe in crafting impactful campaigns that bring out diverse perspectives.”

Reflecting on this collaboration, P.S. Rathour shared, “Creating these illustrations was more than just an artistic endeavor; it was an opportunity to capture the courage and innovation that these women embody. I hope my work resonates with their strength and the essential role they play in shaping a sustainable future for Indian agriculture.”

Rajesh Ayapilla, Senior Director-CSR and Sustainability, Coca-Cola India & Southwest Asia (INSWA), stated, “Women farmers play a crucial role in our communities, and we’re proud to support their vital contributions to agriculture. Through our work over the last decade with Anandana, The Coca-Cola India Foundation we have witnessed firsthand how empowered these women are in fostering innovation and resilience in farming practices. Their dedication not only sustains families but also paves the way for a brighter future for the community in their ecosystem.”

This initiative has garnered significant attention, with many people expressing their admiration for the campaign. The powerful illustrations and the stories they tell have resonated widely, highlighting the important role of women farmers in shaping sustainable agriculture.