Wednesday 15 October 2014

‘Cheer a Child’ the Réal way, this Diwali

There is good news to share this festive season!

Réal, India’s most preferred packaged fruit juice brand today, joined hands with Prayas Juvenile Aid Centre Society to launch a mega social initiative – Cheer a Child

This Diwali, ‘Cheer a Child’ campaign seeks to spread health and happiness amongst children of  the underprivileged sections of society. This initiative helps forward Dabur India Ltd’s mission to touch the lives of thousands of children across India.

What is ‘Cheer a Child’?

A signature campaign across major cities in North and West India, covering Delhi-NCR, Uttar Pradesh, Punjab and Maharashtra will be launched today by Réal and Prayas Juvenile Aid Centre Society. Big markets across these states will be visited by a team from Real who then will channel support for neglected children, those in exploitative jobs and even children living on the streets.

The signatories will be educated and made aware about the nutrition needs of underprivileged children and asked to become a part of this campaign. Here comes the important bit. Against each signature, Dabur has committed to give one pack of Réal fruit beverage to a child in need! 

Do know, that “this initiative is no way linked to any product purchase. All they need from the people is a signature or a wish as a mark of their support,” said Dabur India Ltd Marketing Head-Foods Mr. Sanjay Singal.

There’s more …

Consumers across major cities in India get a chance to bring festive cheer in the lives of under-privileged kids. “All one has do is to give a missed call on 07053123123. By placing this missed call, consumers will be confirming their participation for this movement. An automated call back would request the consumer to record their festive wish for these underprivileged Children. For every wish recorded also, Dabur has committed to give one pack of Réal fruit beverage to a child in need. The consumers will also get a chance to bring happiness on the faces of these underprivileged kids by spending a day of fun and frolic with them by logging in to,” said Mr. Singal.

Pledges from people will be collected through Social Media such as Facebook and Twitter, where the campaign will be amply promoted. 

Dabur has also announced the launch of Réal Greetings, an exclusive range of special Diwali gift packs of Réal fruit beverages. These special packs have been designed to communicate the goodness of fruits and the concept of ‘Wishes of Good Health’ that Diwali symbolizes. “Traditionally, in the Indian culture, fruits have been considered as auspicious and are an integral part of all festivities and celebrations. This stems from the fact that fruits are considered a form of life and a sign of vitality. Réal Greetings Gift Packs encapsulates this idea,” Mr. Singal said.

Meanwhile …

Prayas JAC Society and its more than 50,000 children across nine states/UTs of India are glad to be a part of this ‘Cheer a Child’ Campaign! 

Mr. Amod K Kanth, General Secretary of Prayas and former Chairman of Delhi Commission for Protection of Child Rights, said: “I strongly believe that this initiative of Dabur India Limited is certainly going to touch millions of underprivileged children across India in touching their dreams and aspirations.” 

Prayas was set-up in 1988 as a joint initiative of Delhi Police, Delhi School of Social Work and Shramik Vidyapeeth in response to the crisis-affected children in the slums of Jahangirpuri, Delhi started with 25 children and, today, it caters more than 50,000 children, youth & women. For the past 25 years, Prayas has been and continues to be involved in meaningful, development-driven initiatives that distinctly impact the quality of life of the weaker-sections of the society

Join the endeavour and ‘Cheer a Child’ the Réal way this Diwali. 

Like the Facebook page here 

Follow all the action here

1 comment:

  1. A very good initiative. Brands should come up to make a difference to lives and I don't think it's a marketing gimmick. Hope more corporate brands will follow suit.


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