Quaker Feed a child launches new digital film capturing a social experiment

As part of the Quaker Feed a Child initiative that aims to create awareness for the issue of hunger amongst children, Quaker India has released a new, thought-provoking digital film ‘The Last Meal.” Produced in association with Culture Machine, the video takes an authentic social experiment route to bring forth the dichotomy of the world we live in, where the privileged masses take access to food for granted, versus the underprivileged who struggle for each meal.

Capturing a real-life social experiment conducted on the streets of Mumbai, the new digital film for Quaker Feed a Child shows people talking about their love for food and yet struggling to remember their most recent meal. In contrast, the film moves to show children from underprivileged backgrounds immediately recalling their last meal, with some even stating pathetically that they hadn’t eaten anything. The film ends poignantly with some of the children requesting for a meal, as they are hungry. The film also features celebrated Michelin starred Chef Vikas Khanna making a call to action to all viewers to make their new year special by feeding a hungry child.

Speaking about the initiative, Nobel Dhingra, Brand head - Quaker, PepsiCo India, said, “It is disturbing that less than one-third of children in India receive adequate nutrition. Quaker Feed a Child is a social initiative based on a powerful thought that urges us all to make every festival or occasion more meaningful by simply pledging a fistful of nutrition to feed a child. With the new year approaching, we hope that people will choose to share their festive cheer by taking a pledge to feed a child.”

Speaking about his association with the initiative, Chef Vikas Khanna, Michelin-starred Chef said, “The problem of hunger and malnutrition in India cannot be solved overnight. If each of us take a step forward to help the underprivileged children, I believe we can take a big leap towards ensuring no child goes to bed hungry. I am happy to be a part of Quaker Feed A Child to raise awareness for this important and heart-wrenching issue.”

Sharique Khan, Vice President- Brand Solutions, Culture Machine said, “One of the most unfortunate facts today is that most children in our country do not have access to timely meals to satiate their hunger; which is the most basic necessity to any life form. It is our duty and responsibility, as humans and own beings , to create an awareness and also to do whatever we can in our small way to end this, one child at a time. Culture Machine in association with Quaker, urges its viewers to take a pledge and do their bit for this humane cause.”

Quaker’s new digital film will feature on Culture machine’s digital platform, Being Indian, and aptly captures how the value of a single meal could differ for those who are food secure and those deprived of food. The film reiterates the vision of the Quaker Feed a Child initiative, that aims to raise awareness for the problem of hunger amongst children, given India has one of the highest rates of hunger among children where one in five children go hungry each day. Till date, Quaker Feed a Child has supported over half a million meals for underprivileged children through Smile Foundation.