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
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
