Fatima Fertiliser`s `Salam Kissan` campaign won the Drum Award 2023 in London in the `Social Purpose: Social Media` category. Titled `Life without Kissan (farmers),` the campaign aimed to highlight the stark reality of a world without the contributions of farmers. The Drum Awards Festival is an annual lighthouse event for the global marketing community, celebrating excellence in every key marketing discipline. The Drum Award is a testament to the success of the `Salam Kissan` initiative, which aims not only to uplift the lives of farmers but also harness digital innovation. •