Categories Name : SPECIAL AWARDS
Sub-Category : Best Integrated Media Campaign - Social Cause
Campaign Name : The Hungerware Collection – Plates that serve “Truth”
Grains of Hope 2.0 delivered exceptional outcomes across awareness, engagement, and social impact metrics.
• The campaign achieved reach across 77 million+ individuals and generated approximately 294 million+ impressions, demonstrating significant visibility for a CSR-led initiative.
• Influencer-led amplification drove extraordinary content consumption, culminating in half a billion views across platforms.
• The participatory framework yielded strong behavioural response. The microsite recorded 4.9 million visits, while the share mechanic generated 1.2 lakh+ social shares — four times higher than projections — alongside CTRs that doubled benchmarks.
• Physical activations drove meaningful real-world interaction, generating over 20,000 footfalls and sustained QR engagement.
• School programs expanded awareness across 50,000+ students, cascading messages to teachers & parents translating to an estimated 1.5 lakh+ individuals
• Broadcast integrations added an additional 3.7 million viewers, reinforcing campaign credibility and cross-platform resonance.
• Most importantly, the campaign successfully converted empathy into action and engagement into measurable real-world impact. Consumer participation directly enabled the funding of 2 million nutritious meals for underprivileged children.
Beyond scale, the campaign demonstrated effectiveness in reframing a systemic issue. By transforming absence into a visual truth and linking media behaviour to impact, the initiative proved that conversations — when designed strategically — can translate into meaningful societal outcomes.