Mother’s Recipe Donated 12 lakhs to AWWA Raised from an Ad Campaign

Mother’s Recipe’s noble initiative ‘Tribute To Our Motherland’ was a step in the right direction. Encouragement from consumers and public at large enabled the company to raise a substantial fund amount of INR 12,00,000 which was donated to Army Wives Welfare Association (AWWA). The proceeds will be utilized to extend support to the families of the martyrs.   

In attendance were Mr. Madhulika Rawat who is the President of AWWA, Mrs. Bindu Sarathchand – Vice President AWWA, Mrs. Vandana Sharma – General Secretary AWWA, Col. Amit Rao – Director AWWA, Lt. Col. Kavita Gosain – Dy. Director AWWA, Lt. Col.(Retd) Dinesh Kumar – Secretary AWWA, Mr. Vikas Bhandari – Regional Manager North DesaBL and Mr. Yash Kapoor – AGM Institutional Sales Desai Brothers Limited.

Instituted two months ago by Mother’s Recipe (a leading FMCG brand), the endeavor of the campaign was to bring together the entire nation to express solidarity with the armed forces personnel; raise awareness about the heroic life of martyrs, the struggle of war widows, their children & families; and urge public to contribute for their wellbeing on a sustained basis.

To generate maximum awareness, Mother’s Recipe promoted this initiative nationally on both on-ground and on various social media platforms through specially labeled products, impactful communication, campaign video and hashtag #EkAchaarDeshKeNaam. The campaign video garnered more than 2.6 M views on Facebook alone. To sustain the effort, Mother’s Recipe has also created a special microsite - http://mothersrecipe.com/ekachaardeshkenaam/ which redirects contributors to AWWA website.

Commenting on the initiative, Ms. Sanjana Desai, Chief Strategy Officer, Desai Brothers Ltd. (Food Division – Mother’s Recipe), said, “Our ‘TRIBUTE TO OUR MOTHERLAND’ campaign has been started with the objective to create more awareness about the hardships faced by the families of martyrs who have sacrificed their lives to protect us and our families. We as Indians owe it to them to support the families of martyrs. Through this initiative, we wanted to reach out to more people and get them to contribute to this noble cause.”