|Brand||TIMES OF INDIA|
|Product / Service||BENNETT COLEMAN & CO|
|Entrant||TAPROOT INDIA Mumbai, INDIA|
|Entrant Company||TAPROOT INDIA Mumbai, INDIA|
|Advertising Agency||TAPROOT INDIA Mumbai, INDIA|
|Loknath Panigrahi||Loknath Panigrahi Photography||Photographer|
|Amol Jadhav||Amol Jadhav Photography||Photographer|
|Priyank Misra||Taproot India Communication Pvt Ltd||Account Supervisor|
|Anant Nanvare||Taproot India Communication Pvt Ltd||Illustrator|
|Santosh Padhi||Taproot India Communication Pvt Ltd||Copy Writer|
|Pallavi Chakravarti||Taproot India Communication Pvt Ltd||Copy Writer|
|Anant Nanvare||Taproot India Communication Pvt Ltd||Art Director|
|Santosh Padhi||Taproot India Communication Pvt Ltd||Art Director|
|Agnello Dias||Taproot India Communication Pvt Ltd||Chief Creative Officer|
|Santosh Padhi||Taproot India Communication Pvt Ltd||Chief Creative Officer|
We created their portraits using the very same object that had been their undoing dry, burnt hay. Using actual photographs of 12 deceased farmers as a reference, every feature on their faces and every expression were captured and recreated using pieces of hay. This symbol of ruined crops became the canvas on which their faces came alive.
Plagued by drought, debts and crop failure, nearly 300,000 Indian farmers committed suicide last year. While the issue came under the government scanner and measures were taken to try and stop more suicides, the large, illiterate families of those already dead were left to fend for themselves. The brief was two pronged firstly to sensitise people to this harsh reality and secondly, to raise funds for these impoverished families.
These farmers lived and died in anonymity. We realised it is difficult to make people feel strongly for a cause they can't associate a face to. So we decided to use their faces to reach out to the world.
Apart from generation huge amount of awareness around the issue, The actual portraits were displayed at exhibitions and auctioned to the highest bidders. The money raised was distributed amongst their families.