Mother's Recipe undertakes initiative for war heroes

Mother's Recipe undertakes initiative for war heroes

pickle

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform.

Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers Recipe 500 gm pickle bottle. The select product range will be only available in Canteen Stores Department (CSD) across the nation till January 2018.

Additionally, to reach out and connect with a larger set of audience, Mother’s Recipe is amplifying the campaign on various social media platforms using a unique hashtag #EkAchaarDeshKeNaam. For each comment, like, shares, tweets / retweets related to the campaign, Mother’s Recipe will contribute a certain amount towards the cause. The initiative is already a hit on the digital platforms and has reached more than 5 lakh people, received 75,000+ reaction and 2000+ shares.

The entire campaign both on-ground and online aims to raise a substantial amount of funds which will be donated to the Army Wives Welfare Association (AWWA) on the occasion of Republic Day. The amount generated will be utilised for the welfare of the war widows and their families. The initiative hopes to sensitise the public and create awareness among CSD consumers that they can support this noble cause by simply purchasing Mothers Recipe products or supporting the cause online.

Desai Brothers Ltd food division – Mother’s Recipe head of business development

Sanjana Desai says, “For war widows, the battle continues long after the images of war have faded from public memory. It is hard to believe, but India has the highest number of war widows in the world. These women don’t just struggle with the loss of their husbands, but they also, need to take on their husbands’ roles and support their families.”

Overall, the initiative is being extensively promoted through online advertisements, in-store branding, geo targeting, social media posts and stories. “We urge and anticipate more and more people to come forward to support the cause, so that maximum amount is collected for the families of our war heroes,” Desai concludes.