- Olympic Bronze medal winner Manu Bhaker onboarded as Champion for the Cause
- #FreedomFromHunger’ 360-Degree campaign to kick off on Independence Day
- Invite consumers to join the movement by taking pledges
On the 78th year of Independence, KRBL Limited, known for India Gate Basmati Rice, the World’s No. 1 Basmati brand, along with Wavemaker India conceptualizes a campaign that addresses freedom from hunger – “Grains of Hope” a program to feed under privileged children across India.
India Gate partnered with Olympic winner Manu Bhaker urging people to connect with this initiative and together work towards creating a hunger-free nation under the #FreedomFromHunger movement. The campaign urges people nationwide to pledge their support for this vital cause.
The “Grains of Hope” program is a testament to India Gate’s commitment to fighting hunger by providing food to children in need. An integrated campaign orchestrated by Wavemaker; India Gate is expanding its reach across all platforms. Leveraging all medium with QR scans across Print, campaign video (conceptualized & produced by Creativeland Asia) driving people to the www.indiagategrainsofhope.com. Radio and influencers urging people to pledge, as for each pledge India Gate will provide a meal to a child, transforming each pledge into a powerful act of compassion. This initiative not only aims to alleviate hunger but also seeks to strengthen community bonds by inspiring collective action to tackle this urgent issue together.
The “Grains of Hope” campaign will engage audiences through multiple touchpoints, including digital platforms, print media, leading radio stations across India, and exciting mall activations, ensuring a wide reach and impact. Additionally, India Gate has collaborated with both mega and micro-influencers to amplify the message, reaching a broader audience and inspiring more people to join this impactful initiative.
As an extension of the campaign, India Gate has partnered with Q-commerce platforms like Blinkit and Zepto. For every India Gate rice purchased through these platforms during the campaign period, a meal will be provided to a child in need, further reinforcing the brand’s dedication to eradicating hunger.
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.”
India Gate invites everyone to join this movement in the endeavor to eradicate child hunger. Every pledge counts and with your support, we can help children grow, learn, and thrive.
Campaign Video: Watch our hero campaign video that captures the spirit of “Grains of Hope” here.
Key Visual: The campaign will be visually represented through a compelling newspaper ad creative, available here.
