DUBAI: India Gate, a KRBL Group flagship brand, a benchmark in quality food standards and the world’s largest miller of rice joined forces with a Dubai based integrated communications agency, The Classic Partnership, a division of VMLY&R Group to launch the IndiaDegaAashirvad, an initiative that aims to feed millions of less fortunate people.
In most Indian weddings, rice is used to shower blessings, identifying the larger purpose this auspicious ceremony can serve, IndiaDegaAashirvad was created, empowering traditions to effect a greater change. The initiative upholds the sacred tradition of showering rice, while giving newlywed couples the option to be prudent with its use and donate the share saved at the wedding to the less privileged via a not-for-profit organisation, Feeding India.
The initiative designed special rice packs that gives the wedding guests the option to simply touch the packs as a gesture of blessing. In return for these packs, people are encouraged to donate rice, which, along with every unopened pack will be donated to those in need.
A micro-site has been created www.indiadegaaashirvad.com for registrations. Within ten days of the launch, the campaign received an unprecedented response that led to 70 wedding registrations from across India and recorded over 16,000 rice packs orders that equates to 640kgs of rice being donated, thereby, generating 3,200 meal for the underprivileged – an indication of the growing demand for measures to create a sustainable future and overcome poverty and food wastage. It is most encouraging that the idea has superseded geographical boundaries with requests and inquiries coming in from across the globe.
Anoop Gupta, Joint Managing Director, KRBL India Ltd commented: “The campaign acknowledged the significance of tradition within Indian culture, while empowering society to make a positive and effective change. It conveyed the issue of how much rice is traditionally showered at weddings, then gave newly-weds the choice of using less, the differential then being used to benefit the under-privileged.”
Rahul Nagpal, CEO of The Classic Partnership added: “This was a great example of a highly creative idea that raised our client’s profile, influenced consumer behaviour, and also proved to be a very worthy cause that stands to benefit many people. We were very pleased to work with India Gate as responsible partners to effect this positive change.”
Sources: Raee Public Relations, United Arab Emirates