Top Story


Home >> Digital >> Article

Godrej Appliances leads digital initiative to feed underprivileged children

Font Size   16
Godrej Appliances leads digital initiative to feed underprivileged children

Godrej Appliances is leading an initiative with 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 & decides to flaunt it online, that simple & 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 and has presence in 7 states across India namely- Andhra Pradesh, Delhi, Haryana, Jharkhand, Maharashtra, Rajasthan and West Bengal. 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.


Tags Godrej Appliances Instagram Flaunt to Feed

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular