Mumbai: Two Brothers Organic Farms has launched a new brand film to change the perception of agriculture as a profession among the young generation. The brand film, featuring a voice-over by actor and director Vijay Raaz, was officially premiered on the company’s YouTube channel. The narrative is based on the journey of the brothers and co-founders Mr Satyajit and Mr Ajinkya Hange, who left their high-paying city jobs at the peak of their careers to move back to their village to build a farm that has positively impacted the lives of over 20,000 farmers. The theme inspired by their personal journey was conceptualized to send the message that farming is a cool and noble profession, which is no less than others. Through storytelling, the film also highlights the disparity between hectic city life and therapeutic farm life, aiming to make the youth connect with it on a deeper level.
To commemorate the online launch, Two Brother Organic Farms hosted an offline screening on their farm in Bhodani, Maharashtra, and various farmers’ markets, promoting the virtues of sustainable farming. Through this brand film, Two Brothers Organic Farms seeks to inspire the new generation of farmers to explore the peaceful farm life. It also aims to position itself as a source of fresh, nutritious organic food that upholds quality standards and facilitates traceability.
Two Brothers Organic Farms co-founder Satyajit Hange, expressed his thoughts on the new brand film, stating, “Today’s youth is increasingly looking at farming as a profession with no future, limited economic gain, and zero social respect. However, the young generation should not see it as an avenue without a future; otherwise, nobody will be left to produce food in 20-30 years. Farming is a noble profession as it offers food to our table, and as fourth-generation farmers, we believe there is an urgent need to create a social change so that more new young people feel comfortable embracing it as a profession. Through our story, we want to tell them that farming as a profession is both socially and economically rewarding and offers us the choice to make a difference in the environment. By highlighting the social and economic benefits of organic farming through our lens, we hope to spread the message that farming is cool and inspire a new generation of farmers to embrace it as their profession.”
The company, which has worked with over 2000 farmers and trained over 16000 farmers in their farmer institution, aims to change the new generation's perception. Through this new initiative, the brand expects to inspire the youth to adopt sustainable farming practices and connect with consumers who seek chemical-free organic and nutritious food.
