Sunfeast India #MoveForGood Initiative Launched to Support Children Affected by the Covid Pandemic

SUNFEAST INDIA MOVE AS ONE' (erstwhile Sunfeast India Run as One) was launched in 2020 as a first-of-its-kind citizen-led digital participatory movement in support of a cause; the first edition was dedicated to support the vulnerable sections of society, who had lost their livelihoods due to the COVID -19 pandemic.

Envisioned by leading sports IP creator Procam International, powered by the nation's most trusted giving platform GiveIndia, championed by ITC's Sunfeast, one of India's leading biscuits brand and, strengthened by the Fit India Movement; the initiative showcased the power of the collective.

As India continues its fight with the virus, the pandemic has disrupted the lives of countless children; denying them of the most essential elements of their childhood- education, medical care, and holistic development (social and spiritual). 100+ NGOs registered for the event. Citizens from all walks of life, raised INR 1.56 crores in support of Livelihoods lost and clocked over 4 lakh km. 

Cause In focus - Providing Children, Hope for their Future

In its second edition, Sunfeast India Move As One will strive towards supporting children in distress affected by the pandemic with a focus on – education including academic support, career guidance and skill-building, nutrition and hygiene requirements, healthcare and provision of child protection and psychosocial support that will allow children to cope with the complexities around them.

Sunfeast India Move As One encourages citizens to run, walk, jog, cycle, use a wheelchair, treadmill, or stationary bike to pledge a distance and commit a positive action for themselves, while making a difference to a child's future impacted by the pandemic.

The sporting icon, 'King' Haile Gebrselassie has lent his support to the movement as its ambassador and urged citizens to join and make their activity count. “In India, I have always been received with so much warmth and hospitality and it saddens me when I see the impact of the Covid[1]19 pandemic on millions of people and children. Sport has the power to bring communities together like no other. We all can create an impact in our way and a platform like the Sunfeast India Move As One, allows us to be fit and healthy and make an actual difference in the lives of many children. Run, walk, jog or cycle - choose what suits you best and register now for the Sunfeast India Move as One.”

GiveIndia, will continue to be the philanthropic gateway for the movement and coordinate with 70+children specific NGO's, falling under the four macro verticals mentioned above. These NGO's will benefit from the movement and deliver at the last mile.

Talking about Sunfeast's efforts, Ali Harris Shere, Chief Operating officer, biscuits and cakes cluster, Foods Division, ITC Limited said, “At ITC Ltd, we are committed towards delivering exemplary sustainability initiatives which create meaningful social impact. We see Sunfeast India Move As One as an important extension of our role as a responsible corporate citizen of this nation. Through our partnership with Procam International, we hope to leverage the power of everyday moments to empower the children of our country.”