On the 78th Independence Day, KRBL Limited, renowned for India Gate Basmati Rice, and Wavemaker India unveil the ‘Grains of Hope’ campaign, tackling hunger by feeding underprivileged children across India.
All About India Gate new campaign ‘Grains of Hope’
On the 78th Independence Day, KRBL Limited, renowned for India Gate Basmati Rice, the world’s leading Basmati brand, partners with Wavemaker India to launch the ‘India Gate Grains of Hope’ campaign. This initiative aims to address hunger by feeding underprivileged children across India.
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Celebrity Endorsement and Call to Action
India Gate has teamed up with Olympic champion Manu Bhaker to promote the ‘Grains of Hope’ campaign. The partnership encourages the public to engage with the initiative and join the #FreedomFromHunger movement. The campaign invites people nationwide to pledge their support, contributing to a hunger-free nation.
Program Details and Activation
The ‘Grains of Hope’ program reflects India Gate’s dedication to combating hunger by providing meals to children in need. Orchestrated by Wavemaker, the campaign will utilize various platforms, including print media, a campaign video produced by Creativeland Asia, and a dedicated website (www.indiagategrainsofhope.com). Radio and influencers will drive engagement, with each pledge translating into a meal donation, turning every pledge into a meaningful act of compassion.
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Engagement and Outreach
The ‘Grains of Hope’ campaign will reach audiences through diverse channels such as digital platforms, print media, major radio stations, and vibrant mall activations. India Gate will also collaborate with both mega and micro-influencers to extend its message, inspiring more individuals to participate in this crucial cause.
Partnering with Q-Commerce Platforms
To further its mission, India Gate has partnered with Q-commerce platforms like Blinkit and Zepto. During the campaign, every purchase of India Gate rice through these platforms will result in a meal donation to a child in need. This partnership underscores India Gate’s commitment to eradicating hunger and invites everyone to contribute to this movement, ensuring that children have the opportunity to grow, learn, and thrive.
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What do experts have to say about this campaign?
Kunal Sharma, AVP Marketing, MT & Ecommerce, KRBL, commented: The “Grains of Hope” initiative is more than just a campaign; it is a powerful movement that empowers individuals to create real change in the lives of children across India. We are thrilled to have Manu Bhaker join us in this endeavor, as her presence will help us connect with a broader audience. As a brand dedicated to a hunger-free world, this marks our first concerted effort to engage actively with our customers and invite their support to amplify the initiative’s reach. Our goal is to strengthen the bond between our community and our brand, fostering a shared sense of purpose. Together, we can build a future where no child goes to bed hungry.”
Commenting on this campaign, Ajay Gupte, CEO – South Asia, Wavemaker said, “Joining forces with India Gate on their impactful ‘Grains of Hope’ initiative is a true honour. We are proud to stand alongside India Gate in their mission to achieve #FreedomfromHunger. Driven by the desire to reach the hearts of millions across India, we crafted a multi-faceted campaign designed to ignite passion for this noble cause. Through a strategic blend of print, digital, radio, and on-ground activations, we have sought to spark conversations and inspire action. Our influencer campaign, featuring both mega and micro influencers, further amplifies the message encouraging everyone to join us in the fight against hunger.”
Azazul Haque, Group Chief Creative Officer, Creativeland Asia added, “the brief was to start a conversation that can just not does a lip service on the occasion of Independence Day but also nudging people to make a difference. Freedom from Hunger sounded like a beautiful thought that captures the intent of the brand and Grains of Hope initiative by India Gate. It also asks people to do whatever little they can to help someone in need provide a meal by simply taking a pledge. The story of Chutki was to tell the world what difference a meal can bring in the lives of the children who can’t afford one. It can give their childhood freedom to be a child again.”
Conclusion
In conclusion, the ‘India Gate Grains of Hope’ campaign represents a profound commitment by KRBL Limited and Wavemaker India to combat hunger and support underprivileged children across India. By leveraging high-profile endorsements, a multi-platform approach, and strategic partnerships, including collaborations with Q-commerce platforms, this initiative not only aims to provide immediate relief but also fosters a collective effort towards a hunger-free nation. With every pledge and purchase, the campaign transforms individual actions into a significant impact, underscoring India Gate’s dedication to nourishing young lives and inspiring widespread community involvement in the fight against hunger.
