MUMBAI: On the occasion of Human Rights Day, NatureFresh Sampoorna Chakki Atta, a product from Cargill in India is promoting food security with its new brand campaign #NoKhaaliPet.
Food security as per the food and agriculture organisation (FAO) is defined “when all people, at all times, have physical, social and economic access to sufficient, safe and nutritious food that meets their dietary needs and food preferences for an active and healthy life.”
However, as per statistics, 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, NatureFresh 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.
Cargill managing director of food business India Deoki Muchhal says, “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.”
The brand has partnered with Akshaya Patra, a leading 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. Along with this, they made contributions starting from the cost of one meal, Rs 5, on Akshaya Patra and NoKhaaliPet collaborated online platform. For each missed call, NatureFresh donated atta to Akshaya Patra for a midday meal with a commitment of at least 10,000 kg.
The campaign had a digital element to it as well, with a special video created to draw attention to the cause. The video has received four lakh views in a period of two days. Within three 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 NatureFresh Sampoorna Chakki Atta to raise further awareness for the cause.
