ITC Ltd.’s’ Sunfeast, one of the most liked consumer biscuits brand along with Procam International, India’s largest sports IP creator, announced Sunfeast India Run As One, earlier this month. This first-of-its-kind, citizen-led participatory initiative, dedicated in support of those distressed since the nationwide lockdown due to the pandemic, commenced/went live on India’s 74th Independence Day, 15th August 2020. With support and encouragement from wellness and fitness icons like Rahul Bose, Tiger Shroff, Milind Soman, Abhinav Bindra and global marathon champion like Eliud Kipchoge many inspired individuals have registered for the virtual initiative, whose goal is to cover the total distance between Kashmir to Kanyakumari 74 times. Be it through walk, run, jog or cover kilometres on a wheelchair, every registration adds to the contribution.
Established on the pillars of community and wellness to drive a large scale societal impact Sunfeast India Run As Oneendeavours to raise funds for the vulnerable sections of society. Leveraging the strength and spirit of ITC Ltd.’s enormous human capital, network partners, external stakeholders and invaluable retailers has helped the brand to champion/ advocate the cause effectively. The company has effectively engaged its massive on-ground sales force which is one of the most active teams to join the cause by pledging their daily steps to the larger cause which aspires to raise funds while also creating awareness for the distressed communities. The company has also reached out to their diversified pool of business partners and various retailers including Reliance and Big Basket to come forward and support the larger cause of supporting lives and livelihoods. This has further helped the company to mobilize a larger/ a massive eco-system which will immensely benefit the cause.
Talking about Sunfeast’s efforts, Hemant Malik, Divisional Chief Executive- Foods, ITC Limitedsaid “At ITC Ltd, with our credo of Nation First, Sab Saath Badhein, we are committed to inspire thought, strategy and action as we progress on our journey to sustain and strengthen our leadership as a global exemplar in sustainability initiatives. This thought leadership finds its manifestations through diverse and innumerable programmes driven by the company that have touched and transformed lives meaningfully. Powered by such larger than life driving forces, Sunfeast India Run as One became a natural extension of our core ethos. We are pleased to work with Procam International to leverage simple everyday movements like walking, jogging and running to drive real time social impact at a grass root level which is indeed empowering.” “We are very have to have a partner like Sunfeast which resonates a collaborative, inclusive and progressive approach towards making the world a happier place through social sustainability. We are off to a strong start with support and encouragement from all our stakeholders. We urge each and every Indian anywhere in the world to come forward to put their shoulder to the wheel and act make a positive impact,” said, Vivek Singh, Jt. MD. Procam International.