Mumbai: Nature Fresh Sampoorna Chakki Atta, atta brands in the country from Cargill in India, promotes Food Security with its new brand campaign #NoKhaaliPet.
Over 200 million Indians go to sleep hungry every day. In fact, about 10 million people die every year of chronic hunger and hunger-related diseases. In this context and given the fact that Cargill’s purpose is to nourish the world, Nature Fresh Sampoorna Chakki Atta took a definitive step towards this cause with #NoKhaaliPet campaign igniting a moment where everyone comes together to work towards fulfilling one of the basic needs of our society.
The brand partnered with Akshay Patra, NGO that runs school lunch programme across India. The campaign spread across 15 days encouraged consumers to give a missed call on 7290-927-927 to support the cause.This campaign had a digital element to it as well, with a special video created to draw attention to the cause. The video has received an overwhelming 4 lakh views in a period of 2 days itself. Within 3 days from the start of the campaign, the number of missed calls crossed 5000.The campaign was concluded with on-ground events in Delhi and Mumbai, where children came together with Nature Fresh Sampoorna ChakkiAtta to raise further awareness for the cause.
Deoki Muchhal, Managing Director of Cargill’s food business in India said, “This campaign blends in seamlessly with the ethos of the brand, which lies in nourishing people by providing the ‘best of nature’. The statistics related to hunger-related issues is very disheartening and the cause is very close to our hearts. On the occasion of Human Right’s Day with the#NoKhaaliPet initiative, we aim to make a difference and invite stakeholders to contribute towards eradicating hunger from our country.”