The campaign has been conceptualised and executed by The Minimalist, and is part of Robin Hood Army’s ambitious initiative – Mission75
Mumbai, 13th August, 2022: 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, on India’s 75th Independence Day, has partnered with leading media conglomerate ABP Network for Mission75, where they are serving 75 lakh meals across India. The mission has already begun, and lakhs of meals have already been served till date.
To start conversations about the initiative and the sad reality millions of Indians face, the NGO has partnered with a creative agency, The Minimalist.
Based on the topic that never goes out of trend, weight loss, The Minimalist conceptualised a clever, provocative film – #KhaaliThaali. The film utilises ‘Khaali Thaali’, a simple tool to depict the brutal reality of many Indians and delivers a hard-hitting message.
Link to film – https://www.youtube.com/watch?v=e06qpJkPSdc
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 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 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. They have been aiding brands across India to enhance their mainline and digital presence through inventive techniques.