Sarsabz Fertilizer bags major win at Asian Experience Awards

It has released two short films that highlight stories from the Pakistani rural community.

Fatima Fertilizer’s specialty fertiliser brand Sarsabz Fertilizer has brought home the “Digital Experience of the Year – Agriculture” win at the recently held Asian Experience Awards 2022 (Singapore) for its Sarsabz Kahani digital initiative.

Sarsabz Kahani aims to promote real stories from the Pakistani rural community to the world by showing a series of short films through its YouTube channel, “Sarsabz”. The marketing strategy was created using the key insight of farmers being entertainment-deprived and that there is a dearth of quality content that portrays their stories in a positive manner without condescension.

Under the initiative, two short films have been released to-date: Nazo and Khaki Desan.

Nazo tells the story of a valiant girl who represents the courageous and incredibly resilient women from rural Pakistan. For farmers, land is like their mother, and they will never abandon it no matter what the cost. The story describes Nazo’s resistance in face of attempts by land grabbers to take over her land after her brother’s death and father’s imprisonment. The short film has generated over 12 million views on the platform, increasing the channel’s subscriber count by over 36,000.

Meanwhile, Khaki Desan portrays the experience of a farmer, entrepreneur, and public figure Ms. Jugnu Mohsin as she struggles to regrow a lost variety of local cotton called, “Khaki Desan” and market hand-woven fabrics from it. The film touches upon the dying handicrafts of rural Pakistan and stresses on the need for farmers and rural folk to learn modern marketing. This short film has generated over six million views to-date on Sarsabz Youtube channel. 

The brand’s target audience is mainly farmers and people associated with agriculture from rural and urban areas. The “Sarsabz Kahani” initiative is unique as true stories from this community are hard to find online especially in a format that uses re-enactment and powerful storytelling. Both the films also showcase an element of women empowerment which the brand feels is something that isn’t accurately portrayed in mainstream media; urban women are always showcased as more empowered compared to rural whereas it is not quite the case. 

The prestigious awards programme aims to highlight the ingenious initiatives of creative companies delivering meaningful brand experiences to their stakeholders.

You can watch the Sarsabz Kahani here.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].