As a part of the initiative, the brand is encouraging Instagram users to simply ‘tag’ its official Instagram handle the next time the users flaunt a food picture using the #instafood hashtag
India is home to over one-third of the world’s chronically malnourished children. Approximately 38.7%t of children under 5 are malnourished.
Godrej Appliances, a player in the home appliances segment in India, has a clear vision to contribute to the nourishment of underprivileged children. Digital media, especially Instagram, being a platform where thousands of food pictures are uploaded by millennials each day using the #instafood, served as the perfect opportunity for the brand to leverage this popular & casual habit on Instagram users. With that thought in mind, the brand launched its latest digital campaign ‘Flaunt to Feed’ on Children’s Day. The initiative, primarily on Instagram, promises to channel the social media frenzy around food to provide underprivileged kids with nutritious, wholesome and hygienic meals prepared in kitchens, which not only nourish the body but also nurture the soul.
As a part of the 'Flaunt to Feed' initiative, The brand is encouraging Instagram users to simply ‘tag’ its official Instagram handle @GodrejMicrowaveOvens the next time they upload i.e. flaunt a food picture using the #instafood. For every tag received, Godrej Appliances will help feed one underprivileged child. So each time one relishes a yummy dish and decides to flaunt it online, that simple and effortless action can help feed a child. The initiative will continue up to Christmas Day i.e. 25th December 2016 and aims to feed over 10,000 underprivileged children.
Godrej Appliance has joined hands with ISKCON Food Relief Foundation’s ‘The Annamrita project’ for the initiative which aims to liberate children from the vicious cycle of malnourishment and illiteracy. Annamrita serves 1.2 million meals through its 20 kitchens across India every day.The campaign has been conceptualized by the brand’s digital marketing agency WATConsult and is being managing and execution on digital media by them.
Swati Rathi, marketing head, Godrej Appliances, said, “In line with our brand philosophy of ‘Brighter Living’, we launched the ‘Flaunt to Feed’ initiative to provide a platform to the digital audience to work jointly with the brand in the true spirit of sharing joy with the lesser privileged. With our presence in the Microwave Oven category and the huge number of Instagram posts on Instagram as a channel, we hit upon the idea of combining the two and contributing jointly with the progressive consumers on digital media to make a small difference in the lives of those less privileged.”
Rajiv Dingra, founder & CEO, WATConsult added, “Everyone is passionate about food and food pictures make a large part of the posts on Instagram. The ‘Flaunt to Feed’ initiative is a great way for Godrej Appliances to leverage this for a noble cause. There is no better way to measure the success of your campaign than in smiles and happy stomachs while also generating ROI and virality.”
Concluding on Christmas Day, the campaign leverages the casual use of a popular hashtag, the campaign gives a whole different meaning to crowd-sourcing on digital.