Quaker, a leading oat brand in India, supports nutrition through its Growing Bowl campaign, which targets malnutrition among children by focusing on the nutrition of children aged three to five years, educating caregivers, and raising the Community awareness. Pune, Maharashtra is leading a unique nutrition-focused program in rural communities to effectively combat malnutrition.
In a bid to increase community awareness, Quaker has launched its first full-length ad titled 'Dohale Jevan Poshanchi Vaati', where cultural elements are seamlessly woven into the narrative to resonate with viewers emotionally while addressing the nutritional demands of a child.
Sravani Babu, Associate Director and Category Head, Quaker, PepsiCo India, underscores the brand's commitment to fighting malnutrition, incorporating cultural elements like panjiri and traditional rituals into their initiatives to resonate with the community effectively. The ad focuses on the importance of nutrition, as seen through the eyes of a child concerned for the well-being of his unborn sibling.
Vikram Pandey (Spiky), National Creative Director, Leo Burnett India, applauds Quaker for translating its brand purpose into action through initiatives like the Bowl of Growth program. The advertisement, which is based on the cultural ritual of Dohali Jeevan, poignantly emphasizes the importance of nutrition in child development, in keeping with the Quaker slogan “Bushan True, to a Bright Future.”
The film encourages audiences to recognize nutrition as an essential aspect of child development, reinforcing the Quaker commitment to positive change. As part of the PepsiCo Positive (pep+) initiative, aimed at sustainability, the Positive Choices pillar aims to provide an additional 50 million people with access to nutritious food by 2030, aligning with Quaker's mission to effectively combat child malnutrition.
