Mahindra Tractors has rolled out its Kisan Diwas campaign, ‘Aasaan Hota Toh Har Koi Kisaan Hota’, in the run-up to National Kisan Diwas on December 23. The initiative centres on recognising the everyday realities of farming and the multiple roles farmers play, often without wider acknowledgement.
A key component of the campaign is the launch of India’s first Farmers’ Film Festival, a user-generated storytelling platform inviting filmmakers, influencers, rural creators, and storytellers to document life across India’s agricultural regions. Submissions range from depictions of daily farming practices and technological adoption to themes of sustainability, resilience, and rural traditions.
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The initiative culminated on Kisan Diwas, receiving close to 600 entries from participants across diverse regions and socio-economic backgrounds. Winners from the festival are expected to be announced later this week.
A jury comprising Mahesh Manjrekar, Sonali Kulkarni, Vipin Sharma, and agri-influencer Indian Farmer has been tasked with evaluating the submissions. Selected entries will be amplified across Mahindra Tractors’ digital platforms.
Alongside the film festival, Mahindra Tractors also undertook a series of immersive engagements. Senior leaders spent 24 hours with farmers to observe how they navigate multiple responsibilities in a single day. Employees, partners, vendors, financiers, and influencers were subsequently encouraged to visit farms, document their experiences, and participate in the initiative. According to the company, this activation drew over 88,000 entries from across the country.
Through a mix of storytelling and on-ground engagement, the campaign continues Mahindra Tractors’ long-standing focus on acknowledging the role of farmers in India’s economy and food systems, while using Kisan Diwas as a moment to foreground their lived experiences.
