Being Indian and Quaker pledge to feed underprivileged children with a new initiative, BrandEquity.com. Dated, 25th October, 2016

‘Ek Muthi Sonu ke Naam’, from Being Indian and Quaker India, aims to make you take notice of the 800 million people in the state of chronic hunger, making it the number one cause of death around the world.

03-2Culture Machine’s ‘Being Indian‘ and Quaker Oats have teamed up to release a thought provoking video to make festival time more meaningful.

Featuring the celebrated Chef Vikas Khanna, the video urges people to pledge a fistful to feed a child as the festive mood gathers spirit in the country. Culture Machine’s digital channel ‘Being Indian’ along with Quaker Oats, have released a video ‘Ek Muthi Sonu ke Naam‘ to urge people to pause and spare a thought to the millions of children who go hungry. The video is based on the vision behind the noble #QuakerFeedAChild initiative.

Shocking figures reveal that even today, hunger continues to remains the number one cause of death around the world with over 800 million people being chronically hungry. ‘Ek Muthi Sonu ke Naam’, from Being Indian and Quaker India, aims to make you sit up and take notice of this statistic.

Depicting the emotion of every mother’s desire to make sure her child does not sleep hungry, this heart-wrenching video takes us through many homes depicting how much effort a mother puts into ensuring her child eats that one morsel of food. Yet, while a few mothers sing lullabies to cajole and feed their child, there are others who don’t have anything to feed theirs. Showing us this disparity and pinching us where it hurts most, this eye-opening video will motivate you to do your bit towards eradicating hunger in whatever little way you can. The video ends with a call to action from famed chef Vikas Khanna to pledge to feed a child this festive season, giving details on how one can make a difference.

Deepika Warrior, vice president– nutrition category, PepsiCo India, commented, “We believe that ‘Ek Muthi Quaker’ has the power to make a difference in people’s lives. Quaker Feed a Child is a social extension of what ‘Ek Muthi’ can do. The video articulates a powerful thought urging us all to make every festival more meaningful by simply pledging a fistful to feed a child.”

Being Indian released a statement saying, “It is saddening that despite the progress made by science and technology, hunger still tops the reason for death today. Along with Quaker, we aim to enlighten people about this and inspire people to make a change in their everyday lives in a way to contribute to the society.”

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