A fistful to feed a child

As the festive mood gathers spirit in the country, Culture Machine’s digital channel ‘Being Indian’ along with Quaker Oats, released a video 'Ek Muthi Sonu ke Naam' to urge people to pause and spare a thought to millions of children who go hungry. The video is based on the vision behind the noble #QuakerFeedAChild initiative.

Featuring the celebrated Chef Vikas Khanna, the video urges people to pledge a fistful to feed a child. Shocking figures reveal that even today, hunger continues to remains the number one cause of death around the world with over 800 million people being chronically hungry.

Depicting the emotion of every mother's desire to make sure her child does not sleep hungry, the heart-wrenching video takes us through many homes depicting how much effort a mother puts into ensuring her child eats that one morsel of food. Yet, while a few mothers sing lullabies to cajole and feed their child, there are others who don’t have anything to feed theirs.

Deepika Warrior, Vice-President – Nutrition Category, PepsiCo India, commented, “We believe that ‘Ek Muthi Quaker’ has the power to make a difference in people’s lives. The video articulates a powerful thought urging us all to make every festival more meaningful by simply pledging a fistful to feed a child.”

Being Indian released a statement – “It is saddening that despite the progress made by science and technology, hunger still tops the reason for death today. Along with Quaker, we aim to enlighten people about this and inspire people to make a change in their everyday lives in a way to contribute to the society.”