Ching's crusades against hunger

A campaign has been launched, in association with NGO Akshay Patra, in a bid to eliminate hunger from the country.

Ching's Secret, part of Capital Foods, has initiated a campaign called 'India Ke Hunger Ki Bajao', to eliminate hunger. The campaign is a fund-raising drive by Ching's Secret and Yash Raj Films with not-for-profit organisation Akshaya Patra. It appeals to people to donate a small amount of Rs. 750, which will feed a child for an entire year, and ensure that hunger does not stop children from getting an education.

Conceptualised and created by Yash Raj Films, in association with Bad Clown productions, this campaign has been digitally integrated and amplified by Fluence India. The advert will run on radio and TV channels, and will also be promoted online. Through the drive, organisers aim to raise funds to feed at least one million children in India.

About the initiative, Ajay Gupta, MD, Capital Foods, says, "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, has high hopes from the celebrity association in the campaign. "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," he says.

The campaign is also being supported by Reliance Fresh, Choitrams, Patel Bros., Fluence, India TV, Red FM and Paytm.