India Gate Basmati Rice: #ShareAMeal – 'We are hope'

India Gate Basmati Rice, a rice brand, launched a campaign in India during the Covid-19 pandemic to deliver food and basic goods to migrant workers who had to walk hundred of miles to get home.

Campaign details

Brand: India Gate Basmati RiceBrand owner: KRBL LimitedEntrant company: KRBL Limited, New DelhiIdea creation: Initiative Media, BangaloreMedia: Initiative Media, BangaloreMarket: IndiaSector: Sauces, seasonings, condimentsMedia channels: Public relations, Word of mouth, influencersBudget: No budget

Executive summary

The pandemic dried-up access to dry-rations for NGOs working with the disabled, aged, under-privileged and thousands of migrant workers in India who took to roads to walk back hundreds of miles to their homes. Our challenge was to provide a meal for these groups of people...

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