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One for good will

brunch Updated: Aug 13, 2013 09:59 IST
Navleen Lakhi
Navleen Lakhi
Hindustan Times
Highlight Story

How often is it that your heart goes out to an underprivileged kid on the street? Knowing for a fact that he goes to bed hungry, how many times have you thought of making an effort to help him out?

If your efforts have not been able to find the right direction, this Rakhi, Dabur Real juice is coming up with the Real Dil Se signature campaign to spread ‘health and happiness’. Through this initiative, you would be able to donate a pack of Real fruit juice to the less privileged.

Giving details about the campaign, Vikrant Sharma, brand head, Real, says, “We are launching this campaign in the northern region of the country during the Rakhi season (from August 16 to 20).

Our motto is to eradicate malnutrition from India, but we are not asking anyone to buy the packs; all we want is a signature. For example, if we collect 40,000 signatures, the same number of juice packs will be donated through Indian Food Banking Network.”

Indian Food Banking Network, shares he, is a platform for aggregation and effective deployment of India’s existing resources of food, funds, infrastructure and technology, while inculcating a spirit of volunteerism to address the problem of hunger.

“It is a network of food banks, which would acquire donated food and deposit it in a physical or virtual food bank. The food from these banks would then be channelised to the existing feeding programmes to feed the hungry,” adds he.

Before launching the campaign, a pilot was already done around Diwali in Delhi. “We collected around 24,000 signatures then and the same number of juice packs were donated,” says Sharma.