Unique Ads in Super Bowl 2021

Unique Ads in Super Bowl 2021

The social media company Reddit is in the news again. Apparently, they aired a 5-second commercial that left the Super Bowl fans wondering if it was a technical glitch or an actual advertisement. So what did the ad contain? What is Super Bowl? And did you know there aired an ad regarding farmers’ protests? Well, let’s understand what all happened.

Crux of the Matter

What is the Super Bowl?
It is the annual championship game of the National Football League. The game is being played on the first Sunday in February, since 2004.

Good Platform For Ad-Makers?
Super Bowl XLIX in 2015 became the most-watched American television program in history with an audience of 114.4 million viewers. The SB is also second to the UEFA Champions League final, as the most-watched annual sporting event worldwide

Thus, commercial airtime during the SB broadcast is expensive due to the high viewership, leading to companies regularly developing their best ads for this broadcast.

And Then There Was Reddit
The 5-second ad began as a car commercial, with two SUVs racing across the desert. Then Reddit’s logo came on screen, followed by a lengthy statement.

It Worked!
Created by New York-based R/GA, the ad team finished creating the commercial in a day. It was among the most-searched Super Bowl ads on Google on Sunday night and received 270,000+ upvotes on Reddit.

There Was A Farmers’ Protests Ad Too

The ad was not a part of the actual SB event and was aired in certain parts of California. Crowdfunded by GoFundMe, it raised $11,123 within a day and the excess funds were donated to a non-profit called ‘Seva For Everyone’

What Did It Show?
The 30-second ad began with a quote from Martin Luther King Jr. and termed the ongoing farmers’ protest as the “largest protest in history”.

Read more about Farm Laws and controversy around it here.

  • The Super Bowl is the second-largest day for U.S. food consumption, after Thanksgiving Day. In 2015, Super Bowl XLIX became the most-watched American television program in history with an audience of 114.4 million viewers. 
  • As of February 2021, Reddit ranks as the 18th-most-visited website in the world and 7th most-visited website in the US, according to Alexa Internet. About 42-49.3% of its user base comes from the United States.
  • The name “Reddit” is a play-on-words with the phrase “read it”, i.e., “I read it on Reddit.” According to Reddit, in 2019 there were approximately 430 million monthly users, who are known as “redditors”.

India’s Agriculture In Maps & Numbers

India's Agriculture In Maps & Numbers

With farmers protesting the proposed Farm Bills 2020, let us have a look at the landscape of agriculture in India through some interactive maps and numbers.

Crux of the Matter

With the issue revolving around APMCs, firstly let’s have a look at whether a state has adopted APMC act.

Now let us have a look at the annual average income of farmers in India through an interactive map below. Note that 2013 numbers have been adjusted for inflation. Feel free to click on a state and know its stats.

How much land does a farmer on average own in each state? Find out below.

The following infographic details out how much does agriculture contribute to each state’s GDP.

Understanding Farm Sizes Using Football Field
Dimensions of a football field are 67.5 metres x 105 metres in general. This results in a square metre area of ~7,100.

1 acre equals to ~4,050 metre square, meaning roughly 2/3rd of a football field.
1 hectare equals to ~10,000 metre square, meaning roughly 1 and a half football fields.
However, bigha does not have a standard measure, and it ranges from state to state. Usually, 1 bigha equals 0.4 to 0.6 acres.

How Much Does A Farmer Earn?
Let’s look at the earnings of a paddy growing farmer for instance. MSP on paddy in 2020 is ₹1868 per quintal.
Now 1 ton = 10 quintals.

Average yield of paddy in 1 acre land is 4 tons or 40 quintals.
Therefore, earnings on growing paddy in 1 acre land = 40 x ₹1868 = ₹74,720.

Now as 1 hectare = 2.5 acres,
average yield of paddy in 1 hectare land is 10 tons or 100 quintals.
Therefore, earnings on growing paddy in 1 acre land = 100 x ₹1868 = ₹1,86,800.

Now as 1 bigha = 0.6 acres,
average yield of paddy in 1 hectare land is 2.5 tons or 25 quintals.
Therefore, earnings on growing paddy in 1 acre land = 25 x ₹1868 = ₹46,700.

  • eNAM is an online trading platform for agricultural commodities in India. The market facilitates farmers, traders and buyers with online trading in commodities. The market transactions stood at Rs. 36,200 crore by January 2018, mostly intra-market.
  • Kisaan is a 2009 Bollywood action thriller film directed by Puneet Sira, which focuses on Farmers’ suicides in India. Farmer suicides account for 11.2% of all suicides in India.
  • In 2006, the Government of India identified 31 districts in the four states of Andhra Pradesh, Maharashtra, Karnataka, and Kerala with high relative incidence of farmers’ suicides. A special rehabilitation package was launched to mitigate the distress of these farmers.

Canada PM Trudeau Comments On Situation Of Indian Farmers

Canada PM Trudeau Comments On Situation Of Indian Farmers

Canada PM Justin Trudeau and his Defence minister have offered support to Indian farmers, who are protesting over the new Farm Bills brought by the Centre.

Crux of the Matter

Trudeau And Indian Farmers
Prime Minister of Canada Justin Trudeau addressed Punjabi-Canadians on 551st birth anniversary of Guru Nanak.

He also addressed situation of farmers in India amidst Farm Bill protests.

I would be remiss if I didn’t start by recognising the news coming out of India about the protests by farmers. The situation is concerning, and we are all very worried about family and friends. I know that’s the reality for many of you. Let me remind you that Canada will always be there to defend the right to peaceful protest. We believe in the importance of dialogue and that’s why we have reached out through multiple means directly to the Indian authorities to highlight our concerns.

Justin Trudeau, PM, Canada

Trudeau was also joined by the Harjit Sajjan, the Defence Minister of Canada.

The reports of peaceful protesters being brutalized in India are very troubling. Many of my constituents have family there and are worried about the safety of their loved ones. Healthy democracies allow peaceful protest. I urge those involved to uphold this fundamental right.

Harjit Sajjan, Defence Minister, Canada

Indian Reaction
Trudeau’s comments have been welcomed by the protesters in India but criticized by the Indian Government.

We have seen some ill-informed comments by Canadian leaders relating to farmers in India. Such comments are unwarranted, especially when pertaining to the internal affairs of a democratic country.

Anurag Srivastava, Spokesperson, Ministry of External Affairs, India

Dear @JustinTrudeau, touched by your concern but India’s internal issue is not fodder for another nation’s politics.Pls respect the courtesies that we always extend to other nations. Request PM @narendramodi ji to resolve this impasse before other countries find it okay to opine.

Priyanka Chaturvedi, MP (Rajya Sabha), Shiv Sena
  • The Komagata Maru incident involved the Japanese steamship Komagata Maru, on which a group of people from British India attempted to immigrate to Canada in April 1914, but most were denied entry and forced to return to Calcutta. A riot ensued, and they were fired upon by the Indian imperial police, resulting in the deaths of 20 people.
  • The Punjabi Market is a commercial district and ethnic enclave in Vancouver, Canada. Also known as Little India, it is officially recognized as primarily a major South Asian and Indo-Canadian business community and cultural area.
  • A 2001 photograph of Justin Trudeau wearing brownface makeup at a private school dinner party has surfaced online just after the Canadian prime minister launched a reelection campaign in 2019. The photo was taken while he was teaching in Vancouver. Trudeau accepted and apologised for his actions later stating “I didn’t think it was a racist action at the time, but now we know better, and this was something that was unacceptable and, yes, racist.”

What’s Actually In The Farm Bills?

What's Actually In The Farm Bills?

With farmer protests continuing against provisions of the new Farm Bills, let us look at some lesser talked details in the bills.

Crux of the Matter

The Farmers (Empowerment And Protection) Agreement On Price Assurance And Farm Services Act, 2020

Section 6 (3a)

  • Applicable on a farming agreement concerning “seed production”.
  • Sponsor obliged to pay at least 2/3rd of the decided amount at delivery time.
  • Remaining amount to be paid after due certification – not later than 30 days of delivery.

Section 8
Prohibits sponsors from

  • Buying, mortgaging, or leasing farmer’s land.
  • Creating a permanent structure on farmer’s land. Allowed only if Sponsor agrees to and funds the removal of a structure at end of the agreement period.

Section 12 (1)

  • Provision for “electronic registry” for facilitating registration of farming agreements.

Section 14 (1)

  • Parties may approach sub-divisional Magistrate if dispute not settled within 30 days.

Section 19

  • No provision for Civil Court to admit any suit where “Sub-Divisional Authority” settles the dispute.

The Farmers’ Produce Trade And Commerce (Promotion And Facilitation)

Section 4 (3)

  • Trader required to pay for farmers’ produce on the same day or within 3 working days.
  • Subject to the condition that delivery receipt (mentioning payment amount due) given to farmer on the same day.

Section 6

  • No market fee under the APMC Act or any other law on any farmers, traders, or electronic trading platform for trade outside APMC.

Section 13

  • No legal action against Central/State Govt or any Central/State officer for anything done “in good faith” under the Act.

Read more about the opposition and reactions to the farm bills here.

  • Norman Borlaug was an American agronomist who led initiatives worldwide that contributed to the extensive increases in agricultural production termed the Green Revolution. Borlaug was awarded multiple honors for his work, including the Nobel Peace Prize.
  • The Indian Council of Agricultural Research (ICAR) is an autonomous body responsible for coordinating agricultural education and research in India. It is the largest network of agricultural research and education institutes in the world.
  • Vedic literature provides some of the earliest written records of agriculture in India. Rigveda hymns, for example, describe plowing, fallowing, irrigation, fruit, and vegetable cultivation. Other historical evidence suggests rice and cotton were cultivated in the Indus Valley, and plowing patterns from the Bronze Age have been excavated at Kalibangan in Rajasthan.

Centre V/S State In India Part 2: Farm Bills

Centre V/S State In India Part 2: Farm Bills

Recent Farm Bills passed by the Government have opened arena for a Centre vs State tussle, as the state of Punjab has come up with its own Bills to nullify the ones passed in the Parliament.

Crux of the Matter

Punjab Farm Bills
3 Farm bills were recently passed in Punjab, governed by the Congress party. These Bills would nullify the Farm Laws recently passed by the Central Government to some extent.

Interestingly, the Shiromani Akali Dal (SAD) rejected the Bill. SAD was an ally of the BJP before separating over disagreements in the Farm Laws.

Centre Laws
Central Government recently passed Farm Laws which:

  • Allow farmers to sell outside the state-regulated Agricultural Produce Market Committee (APMC).
  • Allow stockpiling of several crops.
  • No provision of Minimum Support Price (MSP) for farmers selling outside APMC mandis to private traders.

For more comprehensive coverage of the Farm Laws read: New Farm Bills In India: Features And Impact

So What Did Punjab Do?
Punjab has passed Bills to nullify the Central laws in the state with following provisions:

  • 3 years imprisonment for traders for “compelling” farmers to sell below the MSP.
  • Private traders would now come under APMC regulations and would have to pay market fees.
  • Punjab Govt may impose limits on stockpiling and decide what comes in the “essential” category.

The Bills require the approval of the Governor. Subhash Kashyap, former Secretary General of Lok Sabha, has claimed that the Governor has the following options with the Bills:

  • Give or withhold assent.
  • Send bill for consideration to the President of India, who may approve or reject, or even withhold the Bills “indefinitely”.

Kashyap claimed that approval from the Governor is “unlikely”. Moreover, the Bills have been criticized as the Minimum Support Price ‘legal protection’ is applicable only for Wheat and Paddy crops.

We understand these bills require assent from the President to take shape of laws, and we are not very sure about that. We may have to approach the Supreme Court to implement the bills passed by the state assembly.

Bharat Bhushan Ashu, Food And Civil Supplies Minister, Punjab
  • P. Ayyakannu is a lawyer and farmer born in Tamil Nadu. He is famously known widely throughout India for his protest against the central government at New Delhi, demanding the agricultural loan in cooperative banks to be abandoned. 
  • The breadbasket of a country is a region which, because of the richness of the soil and/or advantageous climate, produces large quantities of wheat or other grain. The Punjab and Haryana regions are considered the breadbaskets of India.
  • CBI is exempted from the provisions of the Right to Information Act. This exemption was granted by the government in 2011 on the basis of national security. It was criticized by the Central Information Commission and RTI activists, who said the blanket exemption violated the letter and intent of the RTI Act.