This festive season, Mahindra and Mahindra launched “Seed The Rise” – an innovative crowd funding campaign to support India’s farmers who have been betrayed by bad weather and difficult circumstances. Flying Cursor Interactive Private Limited is the digital agency that has partnered in developing, launching and managing this unique this unique campaign that changes the narrative around the farm sector.
The aim of the campaign is to raise funds for farmers, from urban crowds, match the amount from Mahindra and use this money for farmer welfare through carefully selected projects. The initiative also set out to change the sentiment and conversations around the plight of farmers. ‘Seed the Rise’ celebrates the hardworking and nurturing aspects of our farmers, driving the audience to empathise and donate. As per Shormistha Mukherjee, Director at Flying Cursor,"the idea of being able to give back to our farmers was very powerful. And we knew that digital India would get involved when we brought forth the qualities of a farmer that we all admire - the quiet dignity, and the hard work they put in. It was important that #SeedTheRise found the right balance of emotion and inspiration, so people donated not because they were sympathetic, but because they wanted our farmers to do better and bigger things."
Mahindra has collaborated with 4 NGOs across India to bring together 5 impactful projects under the umbrella of #SeedTheRise. People who wish to participate in the campaign can select any 1 of the 5 projects, donating towards these initiatives that are improving the lives of farmers and their families in varied ways such as through providing alternative forms of livelihood, educating farmers’ daughters and helping them with agricultural advancements.
“There are many legs to this campaign like the film, the website, the 5 causes that you can choose from, the descriptions, the social aspect. And each piece of the campaign is nuanced, and focuses on keeping it simple, dignified and yet involving. We worked hard in making sure that though this was integrated campaign, and in totality it would inspire you, but even an individual piece would tell a story that was equally moving and honest” said Parag Gandhi, Director at Flying Cursor.
The month long campaign was kicked off towards the end of October with a fundraising appeal film made with Bollywood actor Nawazuddin Siddiqui, who is himself a farmer’s son and has a close connection to this cause (https://www.youtube.com/watch?v=rlS2VrSEIdE). Potential donors are then directed to the campaign website (www.seedtherise.com) which has a comprehensive overview of the campaign and intuitive design that pushes donations while providing a clear summary of 5 projects that they might wish to support. All donations are processed by Milaap, India’s largest online fund raising platform for social causes.
Seed The Rise has also garnered the support of celebrities such as Sachin Tendulkar, Saina Nehwal, Gul Panag and Dia Mirza on Twitter. The campaign has raised more than Rs. 70 lakhs in public donations with support from over 2,900 donors in the last 22 days and is still going strong. You too can support the campaign by visiting www.seedtherise.com.