Ranveer Singh supports fund-raising drive in association with Akshaya Patra Foundation

29 May,2015

By A Correspondent


Ching’s Secret is known for its inimitable approach towards food and life. With a mission to bind the world together with its taste, Ching’s secret has undertaken a unique challenge to fight hunger amongst school children, with brand ambassador Ranveer Singh. The campaign, titled ‘India Ke Hunger Ki Bajao’, is a global fund-raising drive initiated by Ching’s Secret (and YRF) with not-for-profit organisation Akshaya Patra, to appeal to people to donate a small amount of 750 INR to feed a child for an entire year and to ensure that hunger does not stop children from getting an education.


Conceptualised and created by Yash Raj Films, in association with Bad Clown productions, this campaign has been digitally integrated and amplified by Fluence India’s leading digital celebrity influencer network.


The initiative will be supported by a high decibel television and digital campaign driven by Ranveer Singh. Through the ‘India Ke Hunger Ki Bajao’ drive, Ching’s Secret and Ranveer aim to raise funds to feed at least 1 million children in India. The actor, who has been personally involved in all stages of development of this initiative over the last six months, plans to go all out and appeal people to donate and support the cause. Known for his effervescence and ‘dare-to-do’ attitude, the actor will kick-start the drive by personally sponsoring mid-day meals for 10,000 children for a year.


Ajay Gupta, MD, Capital Foods said: “As a company, we’re in a good place. So it is now time for us to give back to the community that supports our brands and the ‘India Ke Hunger Ki Bajao’ campaign is a step towards this direction. We strongly believe that by educating our children, we are ensuring a better future for our country.”


The Ching’s Secret ‘India Ke Hunger Ki Bajao’ campaign will launch on May 27 2015 with television radio and digital push and will be aired on all major channels and promoted across the digital medium.


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