MUMBAI, INDIA — On India’s 75th Independence Day, Robin Hood Army (RHA), a zero-funds volunteer organization that works towards getting surplus food from restaurants and communities to the plates of those less fortunate, has partnered with leading media conglomerate ABP Network for “Mission75,” a project to serve 7.5 million meals across India.
To start conversations about the initiative and the sad reality millions of Indians face, the NGO has partnered with creative agency The Minimalist. Jumping in on the topic of weight loss, The Minimalist conceptualized a thought-provoking and provocative with film #KhaaliThaali. The film utilizes Khaali Thaali as a simple tool to depict the brutal reality of many Indians and delivers a hard-hitting message.
The static posts were disguised to look like ads about people who have experienced transformative weight loss, only to reveal the grim reality of how they actually did not have a choice in the matter.
Speaking on the initiative, Aarushi Batra, co-founder of RHA, and Yugank Kapila, Mission75 lead, said, “For us at RHA, the truest form of nation building is doing everything we can to make the lives of our fellow country men and women better. Whether [it be] by serving meals, creating opportunities for employment, supporting them with health care and making them self-reliant. We’re thrilled to have The Minimalist on board with us to help us spread the message and reach millions more to create the impact we are hoping to.”
Sahil Vaidya, co-founder, The Minimalist said, “At The Minimalist, we have always been passionate about how our core philosophy can be used to drive thought provoking communication for important social issues that plague the country. We are proud to support RHA with a campaign that aims to make people think deeply about the issue of hunger and get propelled into taking action. That’s how you can use the power of creativity to drive real social change.”
The film will be promoted across social media platforms of RHA and ABP Network, and has been released in Marathi, Bengali and Hindi on ABP Network’s TV channels.
Recognized for their thought-provoking communication, The Minimalist is a creative solutions company based out of Mumbai and has offices in Delhi and Bangalore. The agency has been aiding brands across India to enhance their mainline and digital presence through inventive techniques.
