Story Highlights
The emotionally evocative narrative not only supplements the nutritional needs required to address child nutrition but also weaves in elements of ethnicity and culture to forge a profound connection with the audiences.
Quaker’s ‘Bowl of Growth’ Initiative
Quaker, a leading player in the oats segment in India, focuses on nutrition through its ‘Bowl of Growth’ initiative. This program aims to tackle child malnutrition by providing nutrition to children aged 3 to 5 years, educating parents/caregivers, and spreading awareness in the community. Launched in pre-identified rural areas in Pune, Maharashtra, the initiative addresses the issue of malnutrition.
Community Awareness
To enhance community awareness, Quaker launched its first long-format ad film, ‘Dohale Jevan Poshanchi Vaati’. This narrative not only addresses child nutrition but also incorporates elements of ethnicity and culture to create a strong bond with the audience.
Quaker’s Cultural Approach
Quaker’s Associate Director, Sravani Babu, emphasizes the cultural elements embedded in the initiative, connecting with the community through rituals and traditional practices. The film ‘Dohale Jevan Poshanchi Vaati’ further spreads awareness about the importance of nutrition in a child’s life.
Narrative Focus
The film highlights the tradition of Dohale Jevan, a Marathi baby shower, to underscore the significance of nutrition in a child’s growth. Quaker’s commitment to ‘Poshan right, toh future bright’ is central to the narrative, encouraging the community to prioritize nutrition for children.
Partnership and Commitment
Quaker, in collaboration with PepsiCo Foundation and NGO MAMTA HIMC, addresses the nutritional needs of children in Maharashtra through a holistic approach of nutrition, education, and awareness. As part of PepsiCo Positive, the company aims to increase access to nutritious food for 50 million people by 2030.
Bowl of Growth Program
- Nutrition: Addressed through ‘panjiri’, a locally inspired recipe enriched with essential vitamins and minerals.
- Awareness: Enhanced through thematic engagement sessions for children and parents/caregivers.
- Education: Advanced through structured workshops to improve the quality of life for children and caregivers.
About Quaker
Quaker Oats, a 145-year-old brand, is a world leader in the oatmeal segment, offering nutritious and wholegrain products. In India, Quaker Oats provides a range of variants to promote a healthy lifestyle.
About PepsiCo
PepsiCo, a global leader in beverages and convenient foods, aims to create value and growth through sustainability and positive change. With a diverse product portfolio, PepsiCo is committed to being a leader in promoting sustainable practices.
