MAM
Lay’s joins hands with leading brands to thank #heartwork of unsung heroes
NEW DELHI: Earlier this month, LAY’S, one of India’s leading potato chip brands, launched a campaign to express gratitude towards the unsung heroes of India who have brought joy to millions even in these challenging times. Aptly titled #HEARTWORK, the ongoing campaign is a heartfelt, emotional ode to heroes such as farmers, retailers, truck drivers and many more who are working relentlessly against all odds bringing joy to millions of consumers across the country.
Taking this campaign forward, LAY’S aimed to mobilise partners across the industry to pay a tribute to these unsung heroes who have worked tirelessly to bring joy to millions of consumers in India. The idea was to bring the industry together to express gratitude towards these heroes for their continued hard work in the challenging times, which is actually #Heartwork.
To bring this message alive, LAY’S has done a unique, never-seen-before social media engagement with more than 20 loved brands from across the industry to thank the #Heartwork of numerous unsung heroes of India by sharing special virtual branded LAY’S #Heartwork packs on Twitter and Instagram today. These special branded packs feature custom messages thanking the respective brand and the unsung heroes collectively in a fun and quirky manner. The objective is to appreciate and thank the relentless efforts of the many unseen heroes associated with these brands like Flipkart, Tide, Vistara, etc. for their #Heartwork.
PepsiCo India senior director and category head – foods Dilen Gandhi, said, “At the beginning of this month, we launched a campaign – #Heartwork to thank farmers, truck drivers, retailers, and many more unsung heroes who have brought joy to millions. Maintaining the chain of gratitude, we reached out to leading companies and brands such as Flipkart, Tide, Vistara, Kia and Cadbury and many more, with a customised virtual pack to express our gratitude for their #Heartwork. At the time when consumers couldn’t step out, the unsung heroes played an essential role in providing products & services every day across the country. Their tireless hard work is indeed Heartwork. We hope this will inspire many more brands join this journey and appreciate these unseen heroes.”
Engaging brands and netizens alike, the activity has created a stir on these leading social media platforms. Brands like Flipkart, Zomato, Dunzo, Swiggy, and Whisper have responded to the unique gesture with heartfelt messages thanking members of the supply chain and LAY’S for their #Heartwork. This camaraderie between the brands not only appealed to the netizens but also showcased the collective efforts of leading brands to give back to the unsung heroes of the country.
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MAM
Deepanshu Manchanda named IIMSAM Goodwill Ambassador
Zappfresh founder to advocate for Zero Hunger and nutrition goals.
MUMBAI: Deepanshu Manchanda just got a United Nations side quest because when you’re already fighting hunger from farm to fork, the next level is global goodwill. Deepanshu Manchanda, founder and managing director of DSM Fresh Foods Ltd. (Zappfresh), has been appointed Goodwill Ambassador for the United Nations Sustainable Development Goals by the Intergovernmental Institution for the Use of Micro-Algae Spirulina Against Malnutrition (IIMSAM), an observer to the UN Economic and Social Council (ECOSOC).
The honorary, non-remunerative role recognises his work in building inclusive, transparent food systems, strengthening smallholder farmer livelihoods especially women producers and advancing nutrition and food security.
Since founding Zappfresh in 2015, Manchanda has focused on traceability, farmer inclusion and public health. A notable collaboration with Shared Wealth Ventures LLC (a Heifer Project International subsidiary) established a backyard poultry sourcing model across Odisha, Bihar and Andhra Pradesh, linking women-led households directly to organised markets while promoting biosecurity and premium procurement practices.
As Goodwill Ambassador, he will support initiatives aligned with:
- SDG 2 (Zero Hunger) – advocating sustainable nutrition solutions
- SDG 3 (Good Health and Well-Being) – raising awareness of malnutrition interventions
- SDG 17 (Partnerships for the Goals) – fostering collaboration across institutions and communities
Manchanda said, “I’m honoured by IIMSAM’s recognition. It reflects the journey we began at Zappfresh to build transparent food systems that support smallholder farmers and improve nutrition outcomes. I’m eager to support collaborative progress toward Zero Hunger, better nutrition, and strong partnerships on a global scale.”
In a world where hunger and opportunity often sit at the same table, Manchanda isn’t just serving fresh food, he’s serving fresh hope, one traceable chicken and empowered farmer at a time.
