Around five million couples get married in India every year. But, unlike other countries in the world, the wedding traditions in India represent a strong heritage. To mark this important occasion in a couple’s life, Indians use rice to shower the newly-married with blessings and good luck. Yet, in a state where approximately 195 million people are food insecure, this practice can lead to the waste of around 110 million pounds of rice each year. What if these wedding blessings could be transformed into food blessings for the poor?
India’s leading rice company, India Gate, joined forces with The Classic Partnership (part of VMLY&R) and figured out a plan that shall give these people in need a helping hand. Together, the two partners launched India Dega Aashirvad (“India will give you blessings” in English), which provides a modern-day solution to this age-old tradition.
Although being used as a blessing at these ceremonies, the brand believes that rice can serve a larger purpose. So, by creating the #IndiaDegaAashirvad initiative, the India Gate hopes to make couples be prudent with the use of rice, transforming it into something that can save the lives of millions of less fortunate people. Wanting to help both parties, both the helpless and the newly married, the company has come up with an idea of selling small rice boxes—which can be ordered from the India Dega Aashirvad website—that actually replace the rice that’s used for blessings.
This way, IDA pack rice empowers wedding guests to bless the boxes instead of tossing the rice at the couples. The unopened packs will be collected from the wedding venue to be reused. Moreover, all proceeds will go towards Feeding India, a partner project that will further distribute rice throughout the country to those who are struggling with hunger. Plus, the unused boxes are also collected after the ceremony.
Anoop Gupta, Joint Managing Director, KRBL India Ltd described the unusual use of rice packs in a press release: “The campaign acknowledged the significance of tradition within Indian culture while empowering society to make a positive and effective change. It conveyed the issue of how much rice is traditionally showered at weddings, then gave newly-weds the choice of using less, the differential then being used to benefit the underprivileged.”
Rahul Nagpal, CEO of The Classic Partnership added: “This was a great example of a highly creative idea that raised our client’s profile, influenced consumer behavior, and also proved to be a very worthy cause that stands to benefit many people. We were very pleased to work with India Gate as responsible partners to effect this positive change.”
There are four unique designs, each inspired by India’s rich legacy. You can choose between The Elegant Ivory, The Marigold Mirage, The Regal Rouge, and The Enchanted Jute. To this date, up to 10,000 people have pledged to not shower the lucky couple with rice. “One that can feed thousands of people instead of blessing just two,” concludes the campaign. So why not use the rice for better purposes instead of being reckless with it?
The Regal Rouge
Inspired by the revered traditions and customs upheld across the northern states of India, this regal design captures the essence of the vibrant, energetic, and colorful North Indian wedding.
The Enchanted Jute
Taking inspiration from the royals of western India, this opulent design pays homage to the ancestral wedding traditions that have been passed down through generations and are practiced in every ceremony seen in this part of the country.
The Elegant Ivory
Like the majestic ways of the southern states, this design encompasses the glamour, sophistication and family values. The elements used are specially created to illustrate ancestral jewelry, that is customary to be passed down to the bride to be at every wedding ceremony.
The Marigold Mirage
Simplistic, sophisticated, serene and soulful, just like the eastern cultures of this great nation. This design is minimalistic and representative of what this part of the country chooses to focus on – deep-seeded values and ancestral traditions.