New Delhi, February 17, 2026: iCubesWire, a global MarTech and Influencer Marketing platform, partnered with LT Foods’ flagship brand Daawat to turn everyday rice into the centre of a nationwide health movement, ‘Rice Your Awareness’.
Giving rise to the #OnlyRiceNovember challenge, the initiative aimed at breaking long-held beliefs about rice and underscore its role as an energy-sustaining staple in Indian diets.
Starting 24 October and running till 30 November, #OnlyRiceNovember got people across India to take up a 7, 14, 21 or 30‑day only rice challenge through a dedicated portal.
The initiative got going when actress and modern parenting figure Neha Dhupia took the pledge publicly, inviting her followers to rethink their relationship with rice. Participants were given the access to choose from 88 exclusive meal plans put together by Nmami Agarwal, a renowned nutritionist, that showed smart ways to mix rice into meals for sustained energy, gut health and overall well-being, with each completed challenge earning a digital Badge of Honour.
To turn a nutrition initiative into a cultural moment, iCubesWire activated a deep influencer bench across fitness, nutrition and lifestyle, tapping into a larger ecosystem of more than 700 influencers.
The initiative has witnessed over 68, 000 challenges taken, 58 million video views, and a total reach of 88 million across platforms. The share count was over eight times the total comments, showing that users were not just engaging but actively encouraging the movement as part of their health and identity narratives.
Commenting on the initiative, K.Ganapathy Subramaniam, Chief Marketing Officer, LT Foods, said, “Through ‘Rice Your Awareness’ and #OnlyRiceNovember, we have shown that rice can also stand for balance, energy and everyday wellness. Partnering with iCubesWire allowed us to scale this vision through precision influencer mapping, engaging content and a challenge format that made mindful eating feel aspirational rather than restrictive.”
Adding to that, Sahil Chopra, Co- Founder & CEO, iCubesWire, said, “Our partnership with LT Foods on this one-of-its-kind initiative comes from our intent to look beyond conventional ideas. With ‘Rice Your Awareness,’ we’ve created a thought platform for the brand, leveraging data and behaviour insights to bridge the gap between consumers and the brand.”
Sparking millions of conversations on the internet, the challenge will continue to spread awareness and encourage people to include rice in their meals beyond November, giving new users access to exclusively crafted meals.
