Anil Agarwal Foundation launches campaign to address hunger & malnourishment amongst kids

Anil Agarwal Foundation (AAF), the philanthropic arm of Vedanta Limited, has launched a campaign to address the pressing issues of hunger and malnutrition. Beginning with a personal note from Chairman Anil Agarwal that has been released in print media, the multi-media campaign will include video and digital assets as well.

Commencing in the month of September, also observed as the National Nutrition Month or ‘Poshan Maah’, the campaign with the tagline ‘Agar Bachpan Se Puchha Khaana Khaya Toh Desh Ka Kal Banaya’ highlights the importance of basic nutrition and propagates the need for holistic development of children in our country, to nurture their untapped potential and to ensure that they are not devoid of opportunities of growth. The campaign represents the Foundation’s dedication to build a better future for children and youth in India by ensuring balanced nutrition required for growth and development.

Priya Agarwal Hebbar, Director, Vedanta Limited and Chairperson, Hindustan Zinc Ltd., said, “Malnourishment is an issue that is extremely close to our hearts, stemming from my father’s personal journey and experience of hunger in his childhood. Today, as a group, our vision is that no child should go to bed hungry. The launch of this campaign marks the beginning of a movement that will harness the power of communities as we together combat malnourishment. Our Nand Ghars also focus on the dream that every child has the potential to be a leader and take India to new heights. Through our Nand Ghars, we want to give every child the opportunity she/he deserves. This campaign is another step in this direction.”

The campaign, designed and executed by McCANN Erickson (India), in its first phase, strives to spread awareness among citizens to end hunger and malnutrition and provide equal opportunities to our future generation for a better tomorrow. With this launch, Anil Agarwal Foundation has also revealed its new logo, inspired by a growing sapling symbolizing AAF’s philosophy that there is potential in everyone that should be recognized and nurtured to flower to its maturity.

Sharing his thoughts on the campaign, Prasoon Joshi, CEO & CCO at McCann Worldgroup India and Chairman, Asia Pacific said, “When campaigns are born out of true-life experiences, they are authentic and strike a genuine chord with people. This is one such campaign which genuinely reflects a felt truth and a true connect. It also tries to shake one out of inertia and move society towards positive action.”