Zydus Wellness Ltd. has joined forces with The Akshaya Patra Foundation for their new campaign 'Donate Your Calories to Help Nourish Children', run through their substitute brand, Sugar Free.
Sugar Free acts as an alternative to sugar for health conscious people who are concerned about their calories. This campaign takes these ‘unwanted calories’ that are saved by consuming Sugar Free and converts them to ‘useful calories’ through a monetary contribution to Akshaya Patra.
This campaign was devised keeping in mind the huge chasm between people who struggle with excess weight, as against the millions of under nourished people in India. The money donated to Akshaya Patra through the campaign will be used to bridge this gap by providing more children with the tasty, nutritious mid-day meal on every school day.
The campaign was kick started in Mumbai all over the country in the presence of celebrities like Akshay Kumar (Bollywood actor), Sanjeev Kapoor (Master Chef), Tisca Chopra (actress), along with Ganesh Nayak (ED and COO, Zydus Cadila) and Elkana Ezekiel (MD, Zydus Wellness Ltd).
Describing why the campaign is crucial, ED and COO Ganesh Nayak said, “While a large proportion of India had excess calorie consumption leading to a state of weight gain, an even larger proportion did not have a nutritious meal every day. There was thus a state of calorie imbalance. In partnership with Akshaya Patra, we designed this campaign around Sugar Free to create a calorie balance by donating the calories saved by Sugar Free consumers to undernourished children, through the mid- day meal program which targets school children."
Zydus Wellness made a token contribution of 5 million calories towards The Akshaya Patra Foundation at the launch of the campaign, to be monetised later.
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