India Dega Aashirvad - For a Hunger Free India by VMLY&R

Agency: VMLY&R
Date: Apr 2019
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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

Abhay Chawak - Creative Director

Uday Narasimhan - Associate Creative Director

Kyra Qureshi – Account Director

Anshuman Bhattacharya - Creative Group Head

Mahmoud Helmy – Digital Designer

Tarun Ghosh – Web Developer

Vitthal Deshmukh - Head of Production

Zohra Ameen – Assistant Production Manager

Vishal Munge – Chief Editor

Gokul Sajeev – Editor

Karan Deshmukh – Music Director

Hardik Waghela - Music Director

Umesh Kumar – Animator

Nasir Rauf – Photographer

Prasad Paniker – Cinematographer

Vinayak Patil- Cinematographer

Sandip Bargal - Cinematographer

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