IPL treat for potato farmers, courtesy PepsiCo
The seventh season of Indian Premier League has seen a plethora of brands rushing to associate themselves with the cricket tournament of the season. While some brands have invested only on TVC, some have initiated on-ground campaigns and some have leveraged the online and social media platform to grab attention. PepsiCo, which is the title sponsor for the tournament, is visible at every corner of the stadium and has now leveraged the IPL platform to do something different.
For 56-year old Subrata Ghosh from a village in Bengal’s Medinipur district, it was a dream come true when he was invited to watch an IPL match between Kolkata Knight Riders and Chennai Super Kings at Eden Gardens in Kolkata.
The beverages and snacks major invited its 200 farmer friends from various states to watch the IPL matches live this season. The brand has invited farmers from West Bengal, Punjab, Bihar and Maharashtra to watch matches at the stadiums in Mohali, Kolkata and Mumbai.
A spokesperson for the company had this to say, ‘The farmers invited for Pepsi IPL matches have demonstrated leadership in improving yield, water conservation in agriculture and had a long-standing association with PepsiCo India.’
PepsiCo India has established a model of partnership with farmers and now works with over 24,000 farmers across nine states.
Vivek Bharati, Vice President, Agriculture & Corporate Affairs, PepsiCo India shared his thoughts about the initiative, ‘Farmers have been key contributors to our success in India and we have always held them in high regard. We work closely with them to develop sustainable farming practices and are happy that the association has been mutually rewarding. It is the company’s pleasure and privilege to host some of its farmer friends at Pepsi IPL matches as a gesture of PepsiCo’s gratitude.’
The company engages with farmers through two fronts which includes collaborative farming of process grade potatoes and water conservation in agriculture through innovative techniques like direct seeding of rice and drip irrigation. Under the ‘collaborative farming’ arrangement with PepsiCo, potato farmers sow ‘Atlanta’ and ‘Chipsona’ varieties-commonly referred to as Pepsi Alu- that are used to make Frito-Lay branded products.
According to Jaideep Bhatia, Vice President, Agronomy, PepsiCo India, ‘Sponsoring farmers to IPL matches was a way of rewarding their commitment and hard work.’
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