India Dega Aashirvad - For a Hunger Free India by VMLY&R
A new campaign from India Gate has encouraged people to donate the rice they would traditionally throw at weddings, saying the simple action could help millions of poverty stricken Indians.
The campaign, created by VMLY&R, is a new take on the tradition of ‘shower blessings’ which take place during a wedding ceremony. The custom can see many kilograms of rice go to waste after its been tossed on the newly married couple.
Instead, it encouraged couples to have the rice packaged and donated instead.
Alok Gadkar - Executive Creative Director & MD
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