Ad Campaigns
Ching’s, YRF launch campaign with Ranveer Singh for kids’ Mid-Day meal scheme
MUMBAI: With a mission to bind the world together with its taste, Ching’s Secret and Yash Raj Films have undertaken a unique challenge to fight hunger amongst school children, with its brand ambassador Ranveer Singh.
The campaign, titled ‘India Ke Hunger Ki Bajao,’ is a global fund-raising drive initiated by Ching’s Secret and Yash Raj Films with not-for-profit organisation Akshaya Patra, to appeal to people to donate a small amount of Rs 750 to feed a child for an entire year and to ensure that hunger does not stop children from getting an education.
Conceptualised and created by Yash Raj Films, in association with Bad Clown Productions, the campaign has been digitally integrated and amplified by Fluence India’s leading digital celebrity influencer network.
The initiative will be supported by a high decibel television and digital campaign driven by Singh. Through the ‘India Ke Hunger Ki Bajao’ drive, Ching’s Secret and Singh aim to raise funds to feed at least one million children in India. The actor, who has been personally involved in all stages of development of this initiative over the last six months, plans to go all out and appeal people to donate and support the cause. Known for his effervescence and ‘dare-to-do’ attitude, the actor will kick-start the drive by personally sponsoring mid-day meals for 10,000 children for a year.
Capital Foods managing director Ajay Gupta 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.”
Singh added, “It gives me the most amount of joy to spread love, to spread happiness. There’s nothing better than to feed a child, to educate a child. I love kids! I especially feel for underprivileged kids tremendously.”
“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,” said Akshaya Patra CEO Shridhar Venkat.
The Ching’s Secret ‘India Ke Hunger Ki Bajao’ campaign will launch on 27 May, 2015 with television, radio and digital push and will be aired on all major channels and promoted across the digital medium.
To participate in this drive, one can choose to contribute as little as Rs 3, the cost of one mid-day meal, to Rs 21 the cost of feeding a child for a week, or choose to pay Rs 90 and feed a child for a month.
As per statistics, hunger kills around 6000 children daily in India and 43 per cent of kids under five, are underweight. The goal of the campaign is to partner with Akshaya Patra, the not-for-profit Mid-day Meal Scheme, in association with the Central and State Governments. The Mid-day Meal programme ensures that children attend school instead of working to earn enough for a meal a day. With 243 kitchens situated in 10 states of India, the Foundation serves freshly cooked, nutritious meals to over 1.4 million children every school working day.
The campaign is also supported by Yash Raj Films, Reliance Fresh, Choitrams, Patel Bros., Fluence, India TV, Red FM and Paytm.
Click here to make your contribution: http://www.hungerkibajao.com/donate.php
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
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AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
