MUMBAI: As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

With hunger being one of the major causes of death around the world, the video is aimed at making the viewers sit up and take notice of this statistic. It is based on the vision behind the #QuakerFeedAChild initiative.

“We believe that ‘Ek Muthi Quaker’ has the power to make a difference in people’s lives. Quaker Feed a Child is a social extension of what ‘Ek Muthi’ can do. The video articulates a powerful thought urging us all to make every festival more meaningful by simply pledging a fistful to feed a child,” said PepsiCo India VP nutrition category Deepika Warrior.

Depicting the emotion of every mother's desire to make sure her child does not sleep hungry, the campaign 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.

The video ends with a call to action from chef Vikas Khanna with a pledge to feed a child this festive season, giving details on how one can make a difference.

“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,” read Being Indian’s statement.