India CSR News Network
NEW DELHI: Packaged fruit juice brand Réal today announced the launch of its mega social initiative – Réal ‘Dil Se Dua’ – thatseeks to support the nutritional needs of kids from the underprivileged sections of the society. Launched on the occasion of RakshaBandhan, this initiative is part of Dabur India Ltd’s mission to touch the lives of thousands of under-privileged children’s and spread Health and Happiness this festive season.
Dabur has joined hands with Prayas Juvenile Aid Centre Society for this initiative, under which a designated team of volunteers will visit markets across North India and encourage the general public to join this noble cause by signing a pledge. Against each signature, Dabur has committed to give one pack of Réal fruit beverage to a child in need through the various juvenile centres being managed by Prayas.
Speaking on the campaign Dabur India Ltd Marketing Head-Fruit Beverages Mayank Kumar said, “This initiative seeks to generate awareness about the nutrition needs of the marginalized kids and to encourage people to pledge their support for this programme. This initiative is not linked to any product purchase and we only seek a signature as a mark of their support.”
In addition to the on-ground initiative, this campaign will also be promoted heavily on Radio and Social Media websites such as Facebook and Twitter. The team will use these media to not just promote the campaign but also as a way for collecting wishes and pledges from people.
Réal Rakhi Gift Packs
On the occasion, Dabur also announced the launch of Réal Greetings, an exclusive range of special Rakhi gift packs of Réal fruit beverages.The Réal Greetings offerings are available in 11 attractive pack options priced in the range of Rs 110 – Rs 325 per pack. These packs have been eloquently designed to communicate the goodness of fruits and the concept of ‘Wishes of Good Health’.
“Traditionally, in the Indian culture, fruits have been considered as auspicious and are an integral part of all festivities and celebrations. This stems from the fact that fruits are considered a form of life and a sign of vitality. Réal Greetings Gift Packs, made of real fruits, encapsulates this and offers a range of packs giving the best combination of taste and nutrition. The festival of Rakhi is a celebration of the purest bond of love between a brother and sister. Réal through its Rakhi Gift packs, endeavours to offer the consumers a means to gift Health and Happiness to their loved ones on this special occasion,” Kumar said.
Rèal is a nearly 20-year-old brand and has a dominant share of the branded fruit juice market in India. Rèal is the preferred choice of consumers when it comes to packaged fruit juices in India. A validation of this success is that Rèal has been awarded ‘India’s Most Trusted Brand’ status for 8 years in a row.
Prayas Juvenile Aid Centre Society
Prayas was set-up in 1988 as a joint initiative of Delhi Police, Delhi School of Social Work and Shramik Vidyapeeth in response to the crisis-affected children in the slums of Jahangirpuri, Delhi started with 25 children and, today, it caters more than 50,000 children, youth and women. For the past 25 years, Prayas has been and continues to be involved in meaningful, development-driven initiatives that distinctly impact the quality of life of the weaker-sections of the society, in hundreds of slums/villages surrounding in the most backward and gender critical areas through 241 Thematic, Geographical and Situational Centres including 23 Homes/Shelters, coupled Helplines for Women and Children (1098) etc. across the country in 09 States/UTs directly serving about 50,000 marginalized children, youth and women.
