mumbai: Oat brand Quaker is launching a ‘bowl’ initiative that addresses the causes of child malnutrition through three pillars: providing nutrition to children aged 3 to 5 years, educating parents/caregivers, and spreading awareness in the community. of Growth” initiative. In a state where malnutrition is a cause of concern, this special nutrition-focused program was launched in pre-identified blocks of rural areas in Pune, Maharashtra.
To further strengthen its community awareness pillar, the brand has unveiled its first full-length advertising film.Dohare Jevan Poshanchi Vaati. Emotionally evocative stories not only supplement the nutritional needs of children to cope, but also incorporate elements of ethnicity and culture.
Sravani Babu, Associate Director and Category Leader – Quaker, PepsiCo India India said, “Quaker efforts to combat malnutrition began last year when we launched the Quaker Bowl of Growth program in Pune in partnership with NGO MAMTA HIMC and the Government of Maharashtra. We have embedded cultural elements from the beginning to resonate with the community, whether it is in the form of panjiri offered to children in anganwadis or raising awareness through age-old rituals. This short film is a further step in spreading awareness by delving into the importance of nutrition through the perspective of a child concerned about the health of his unborn sibling. ”
Vikram Pandey (Spiky), National Creative Director, Leo Burnett India Said, “Quaker is one of the few brands that doesn’t just talk about its purpose; it stands for itself. The Quaker Bowl of Growth is a great program, and you need a heartwarming story to understand its importance. Our film depicts the importance of nutrition through the eyes of a child who struggles with nutrition herself and worries about her unborn siblings in the cultural ritual of ‘Dhare Jevan.’ I found out that there is.”
Central to the film’s story is the tradition of Dohare Jevan, a Marathi baby shower held between the seventh and ninth months of pregnancy. Through this cultural nuance, the film emphasizes the importance of nutrition in a child’s life and emphasizes the Quaker commitment to “Poshan right, toh future Bright.” . This encourages communities to consider nutrition as an important aspect of child development.
Quaker is collaborating with NGO Mamta HIMC and partnering with the Government of Maharashtra to address the nutritional needs of children in the state.
Pepsi India aims to reach 50 million people by 2030 as part of its ‘Positive Choice’ pillar under PepsiCo Positive (PEP+), a strategic end-to-end transformation towards sustainability. It added that it is working to increase access to nutritious food.
Feature-length advertising film link:
