Aug 14, 2013

Dabur Real Dil Se Dua To Spread Healthy Happiness Among Underprivileged Kids This Rakhi

Press release

New Delhi
Wednesday, August 14, 2013
  • Campaign to build awareness on nutritional needs of underprivileged children in association with India Food Banking Network
New Delhi, August 14, 2013: As part of its mission to touch the lives of thousands of under-privileged children and spread Health & Happiness this Rakhi, India's leading packaged fruit juice maker Dabur India Limited today announced the launch of a mega initiative – Real Dil Se Dua in association with India Food Banking Network. Under this programme, Dabur's packaged fruit juice brand Real would launch a signature campaign across Delhi-NCR and Punjab wherein against each signature collected from a consumer pledging against hunger and malnutrition, a pack of Real fruit juice would be distributed to a underprivileged kid to meet their nutritional needs through India Food Banking Network managed by campaign partner Aidmatrix Foundation India.
"Real is committed to providing its consumers healthy happiness by offering a nutritious yet tasty choice of fruit beverage. Keeping in tune with this core brand philosophy, we have rolled out the Real 'Dil Se Dua' campaign this Rakhi, wherein we will be visiting leading markets across cities in Delhi – NCR and Punjab seeking support from general consumers for undernourished children. This initiative is not linked to any product purchase. We will be encouraging people to sign on a pledge to support the kids and against each signature, we commit to give one pack of Real fruit beverage to a needy kid. The campaign would also try to build awareness on the India Food Banking Network project under which it is aimed to make each district of India accessible to a food bank by the year 2020. With this, we are hopeful of meeting the nutritional needs of thousands of children who are unable to get a proper nutritious diet," Dabur India Ltd Brand Head-Real Harsh Takru said.
The brand will set up 135 special entry gates across different market places in Delhi and Punjab wherein the visitors of the market could leave their signatures as a gesture to give 'Dil Se Dua' to the underprivileged kids of our society. The Real fruit juice packs, equal in number to the signatures collected under this initiative, would be deposited to India Food Banking Network, which would further be distributed to underprivileged kids through the food banking network. The campaign would also educate people on the India Food Banking Network project managed by Aidmatrix Foundation, India, a leading global social organization and try to engage people to partner in this project telling them how the food that goes otherwise waste in their households could make a huge difference to the world of underprivileged section of the society. Commenting on the association with Real, Mr Kuldip Nar, Managing Director – Asia, Aidmatrix Foundation, India, said: "This unique initiative of Dabur and Real has set a precedent on how innovative and creative support can be generated with the engagement of customers and employees to help those that need it the most. Delhi FoodBank in the first year of its operations is delivering support to over 10,000 individuals for their nutritional needs and is working towards scaling the delivery system to provide for thousands more in the Delhi, NCR region. This is only possible through the valuable support of companies like Dabur who help to aggregate food that can be served to those who need it the most. We are constantly working towards replicating the FoodBanking system across the country and invite partnerships that will help realise our vision of having the every district of India accessible to a FoodBank by 2020."
"We conducted this programme during Diwali last year as a pilot project in Delhi and generated 24000 good will signatures from consumers in just 3 days and against this 4800 liters of fruit juices were distributed through Delhi Food Banking Network which catered to the nutritional needs of 2000 underprivileged children over a period of 3 months. Through the Dil Se Dua campaign this time we aim to collect at least 30,000-40,000 signatures and, hence, donate fruit juice packs of an equal number to the underprivileged kids, making it a healthy & happy festive season for them as well" -Mr. Takru added.
On the occasion, Dabur also introduced Real Greetings, an exclusive range of special Rakhi gift packs of Real fruit beverages. The special gift packs of Real -- priced between Rs 105 and Rs 260 -- have been eloquently designed to communicate the goodness of fruits and the concept of 'Wishes of Good Health'. Dabur India Ltd. pioneered gift packs in the fruit juices category, and its special packs have always received overwhelming response. Dabur's gift packs have been introduced to promote exchange of healthy gifts - in essence, wishing for good health and wellness of near and dear ones.
About Real
Real is an over 15-year-old brand and has a dominant share of the branded fruit juice market in India. Real is the preferred choice of consumers when it comes to packaged fruit juices in India. A validation of this success is that Real has been awarded 'India's Most Trusted Brand' status for 8 years in a row. Today, Real has the largest range of 14 exciting fruit variants under Real Fruit Power and another 11 offerings under Real Activ helping it cater to an entire gamut of consumer segments and need states.
About India Food Banking Network
India Food Banking Network is a platform for aggregation and effective deployment of India's exisiting resources of food, funds, infrastructure, technology, spirit of volunteerism and culture of feeding to address the problem of hunger. It is a network of Foodbanks which would acquire donated food and deposit it in a physical or virtual Foodbank. The food from these banks then be channelized to the existing/new feeding programs to feed the hungry.
For Details :
Mr. Byas Anand Corporate Communications Dabur India Limited PH:- 95120-3982000, 3001000 extn 2101/2547 Fax: 95120-4374935

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