Fine-dining social experiment, celebrity voices, and school outreach drive campaign impact nationwide
New Delhi, August 21, 2025: KRBL Limited, parent company of India Gate Basmati Rice, the world’s No.1 Basmati rice brand, unveiled the latest edition of its annual Grains of Hope campaign this Independence Day, spotlighting the urgent issue of childhood hunger under the theme #FreedomFromHunger.
The campaign’s centrepiece was a fine-dining social experiment featuring Hungerware Collection Plates—designed with missing portions to mirror real hunger statistics in India. Each plate carried a QR code linking to powerful video messages, compelling guests to reflect and act.
Amplified by personalities including Gautam Gambhir, Remo D’Souza, Mandira Bedi, PR Sreejesh, Amrita Raichand, and Jasleen Royal, the campaign reinforced the message that true freedom begins when no child sleeps hungry. In partnership with Sony YAY!, the initiative also reached 50 schools across Delhi NCR, Mumbai, and Bangalore, where beloved characters Honey and Bunny engaged children through quizzes, puzzles, and activities.
“Freedom feels incomplete when even one child goes to bed hungry. With Grains of Hope, we wanted people to feel the weight of this reality through design and experience,” said Kunal Sharma, Head of Marketing & Business Head, Modern Trade and E-commerce, KRBL Limited. “Our mission is to transform awareness into responsibility—ensuring that no child’s dreams are limited by an empty plate.”
With every share of the campaign video on its microsite translating into a meal for a child, Grains of Hope combines design, dialogue, and direct impact, turning a plate of food into a symbol of care, community, and collective responsibility.
About KRBL Limited
KRBL Limited is India’s first integrated rice company and the proud parent of India Gate Basmati Rice, the world’s leading basmati rice brand. With a legacy of over a century, KRBL continues to combine heritage with innovation, delivering products of the highest quality while championing nutrition, sustainability, and social responsibility.
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