Part of the year-long ‘Atoot Vishwas Ki Kahaniya’ campaign, the multilingual short film celebrates the shared spirit of service and resilience between India’s farming and defence communities.
India, 14th August 2025: This Independence Day, UPL has released Jai Jawan, Jai Kisan, a powerful short film that honours two of the nation’s greatest pillars — the farmer and the soldier. Available in eight languages, the film draws a moving parallel between those guarding the nation’s borders and those safeguarding its food supply, underscoring their equal role in nation-building.
The release forms a significant chapter in UPL’s year-long campaign Atoot Vishwas Ki Kahaniya, a monthly storytelling series hosted on the YouTube channel Mitti Ke Rishtey – A UPL Initiative. The series showcases authentic stories from India’s farming communities, celebrating resilience, trust, and the enduring bond with SAAF®, one of the country’s most trusted fungicides.
“At UPL, farmers are at the core of our mission. They are not just stakeholders — they are our partners in progress,” said Ashish Dobhal, CEO, UPL SAS. “Through Jai Jawan, Jai Kisan, we extend our gratitude to another pillar of the nation — the soldier. Both protect India in their own profound ways, and this film is our tribute to their shared spirit of service and sacrifice.”
Since its launch, SAAF® has been more than just a crop protection solution — it has become a symbol of trust in India’s farmlands. By combating crop fungal diseases and protecting harvests, SAAF® has helped secure rural livelihoods for decades. Atoot Vishwas Ki Kahaniya also highlights the role of retail partners who have made SAAF® a household name across India’s agricultural heartlands.
Launched in April 2025 and running through March 2026, the campaign will comprise 12 short films. Five films have been released so far, with Jai Jawan, Jai Kisan as the latest addition. Six more stories will follow, continuing UPL’s celebration of India’s agricultural spirit and its commitment to empowering farming communities.
About UPL
UPL is a global provider of sustainable agriculture products and solutions, dedicated to supporting farmers with innovative crop protection, seed, and post-harvest solutions. Its mission is to build a network that redefines sustainability in agriculture and fosters food security worldwide.
Watch the Film:
Explore the series:
https://www.youtube.com/@MittiKeRishtey-AUPLInitiative/playlists