Concept Note:
In past year, the reality of farmer protests coincided with the festival of Lohri, traditionally celebrated in Punjab to mark agricultural prosperity. When the reality had farmers on borders fighting for themselves, will the essence of the festival be the same?
Commenting on the reality of the time, Trust Sugar wanted to take a firm stand and hence the creative with strong imagery and strong crisp message. 'Celebrate Harvest' alludes to Lohri and 'Celebrate People' alludes to farmers asking authority to listen to their pleas. Celebration is no celebration just for the act of it. Symbolism played an important part too: juxtaposing the symbolism of Lohri bonfires with the fiery protest torches of the protesting crowd.
