Ching’s has taken up the challenge to fight hunger amongst school children in India, with its ‘India Ke Hunger Ki Bajao’ campaign. Conceptualised by Yash Raj Films, it features Bollywood actor Ranveer Singh and will go on air on 27 May.
The campaign is a global fund-raising drive initiated by Ching’s Secret (and YRF) with not-for-profit organisation Akshaya Patra.
The film appeals to people to donate a small amount of 750 INR to feed a child for an entire year and to ensure that hunger does not stop children from getting an education.
The film opens with Singh sitting on the steps of a school asking the audience what they get in 750 INR in today’s day and age? He goes on to give examples about how expensive entertainment has become (the entire time surrounded and supported by children) citing examples of cinema halls, restaurants, bars, clothes, accessories and night clubs, Singh talks about how expensive things have become. He goes on to end the discussion by stating that 750 INR can go on to feed a child for an entire year!
The film cuts to shots of children been fed by the food provided by food trucks. Singh makes a call to action, urging people to donate and promising them that their hearts will feel lighter by the end of it all.
Ajay Gupta, MD, Capital Foods, said, "As a company, we’re in a good place. So it is now time for us to give back to the community that supports our brands and the ‘India Ke Hunger Ki Bajao’ campaign is a step towards this direction. We strongly believe that by educating our children, we are ensuring a better future for our country.”
Shridhar Venkat, CEO, Akshaya Patra, added, "It's rare for a Bollywood star to support the kind of work we do and for someone as young as Ranveer, it's truly outstanding. We cherish this association and hope he can help us reach out far and wide. Having Ranveer Singh with us feels like we have the country's youth in our fold."
Initiated by Ching's Secret for Akshaya Patra Foundation, 'India Ke Hunger Ki Bajao' campaign is supported by Yash Raj Films, Reliance Fresh, Choitrams, Patel Bros., Fluence, India TV, Red FM and Paytm.
Creative agency: Yash Raj Films Bad Clown Productions
Digital Partner: Fluence
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