In a bid to amplify awareness and adoption of regenerative agriculture practices in Punjab, Nature Conservancy India Solutions (NCIS), under its PRANA (Promoting Regenerative and No-burn Agriculture) project, has launched an innovative initiative. A series of workshops focused on smartphone storytelling is being conducted across the state to equip field teams with the skills needed to document and share impactful stories of farmers embracing sustainable farming methods. These workshops, organized by PRANA’s behavior change communication partner, Vertiver, span two days and offer practical training in scripting, storyboarding, shooting, and editing short films using smartphones.
Participants are not only learning the technical aspects of storytelling but are also being introduced to how filmmakers around the world utilize smartphones for effective and persuasive storytelling. By strengthening the storytelling capacities of PRANA’s field teams, the project aims to create compelling narratives that inspire other farmers to transition to regenerative agriculture. These documented success stories will serve as powerful testimonials, encouraging wider adoption of farming practices that benefit Punjab’s soil and water health.
Expanding Reach: Training Field Teams Across 18 Districts
The initiative is making a significant impact across Punjab, with 50 field team members from 18 districts undergoing training. These districts include Ludhiana, Malerkotla, Moga, Jalandhar, Patiala, Fatehgarh Sahib, Shri Muktsar Sahib, Faridkot, Barnala, Mansa, Sangrur, Bathinda, Tarn Taran Sahib, Amritsar, Kapurthala, Ferozepur, and Fazilka. These field workers are actively engaged in 6,259 villages, playing a crucial role in disseminating PRANA’s mission and encouraging farmers to shift toward sustainable practices.
For many participants, the training represents a continuation of their learning journey. Rashpreet Kaur, an Agriculture Supervisor at Manav Vikas Sansthan in Ludhiana, shared her experience: “In 2024, we participated in the Basic Smartphone Storytelling Workshop, which significantly enhanced our ability to create informational content. Building on that foundation, I have now completed the two-day Advanced Storytelling Workshop, which has further deepened my understanding of storytelling, scripting, and storyboarding. I look forward to applying these learnings to capture stories from the ground.”
Also Read: Regenerative Agriculture in India: A Focus on the PRANA Initiative
Digital Storytelling as a Tool for Behavior Change
The workshops are more than just training sessions—they are part of a broader effort to shift mindsets and drive behavior change in agricultural communities. PRANA recognizes the importance of effective communication in fostering the adoption of sustainable farming methods. With an extensive network of over 600 field teams, the project actively engages with farmers and government officials through village training camps, district-level workshops, and farm schools. These interactions ensure that not only are sustainable agricultural solutions promoted, but their adoption is meticulously documented and shared.
Communication Specialist at PRANA, Fateh Veer Singh Guram, emphasized the long-term vision behind the initiative: “Our vision extends beyond regenerative agriculture. We are committed to equipping field workers and farmers with essential digital storytelling skills, enabling them to document, share, and amplify their efforts in sustainable farming. Such skills will empower rural youth in ensuring the sustainability of adoption of regenerative agriculture practices.”
Jaitish Loi, Project Manager at Vertiver, also highlighted the progress made since the program’s inception. “It’s exciting for us to see the shift in the storytelling abilities of the field teams since we conducted our first Smartphone Storytelling workshop last year. This year, we have provided them with advanced storytelling and filmmaking skills to strengthen their ability to capture powerful stories that inspire farmers to adopt regenerative practices and accelerate climate resilience in Punjab.”
The Broader Impact of the PRANA Project
Now in its third year, the PRANA project is playing a significant role in improving the quality of soil, air, and water in Punjab. Beyond environmental benefits, the project is also contributing to economic growth by creating job opportunities and upskilling youth in agriculture, communication, and personality development. By merging technological advancements with agricultural traditions, PRANA is helping to bridge the knowledge gap and empower the next generation of farmers and rural storytellers.
The project has set ambitious yet measurable targets, including preventing stubble burning across 500,000 hectares of farmland, conserving 500 billion liters of water, and sequestering 4.5 million tonnes of CO2. These goals align with broader efforts to mitigate climate change and promote sustainability in Indian agriculture.
By combining capacity-building programs with behavior change communication strategies, PRANA is establishing a model that extends beyond Punjab. It is setting an example for other states and regions looking to integrate sustainability with effective storytelling. The project’s holistic approach ensures that the shift toward regenerative agriculture is not just a theoretical concept but a practical, well-documented movement supported by real stories from the ground.
As the initiative progresses, the success stories captured through these workshops will serve as a powerful testament to the resilience and adaptability of Punjab’s farming community. These digital narratives will continue to inspire more farmers to adopt regenerative practices, paving the way for a more sustainable and climate-resilient future.
