Encouragement from iconic personalities like Haile Gebrselassie, Gurudev Sri Sri Ravi Shankar, Priya Dutt, Rahul Bose, Tara Sharma, Sakshi Malik, Bhuvneshwar Kumar, Rhea Pillai, RJ Hrishikesh mobilised the country

Sunfeast India Move As One, India’s largest citizen-led virtual movement anchored on Social Impact, Wellness, and Community; united the nation in support of the millions of children who are affected by the pandemic. The movement inspired Indians and Indophiles to create a positive social impact for the cause of children while adopting an active lifestyle.

Envisioned by leading sports IP creator Procam International, championed by ITC Sunfeast, one of India's leading biscuit brands, powered by the nation's most trusted online giving platform GiveIndia, and strengthened by the Fit India Movement, Sunfeast India Move As One is a testimony to the Power of the Collective.

A simple act of registration meant a giant leap in the right direction! 20,900+ participants clocked a total of 2,05,283 km and raised INR 87,82,097 in support of children in distress.

The Running legend and multiple World Record Holder 'King' Haile Gebrselassie and Ambassador of Sunfeast India Move As One, said, “The Covid-19 pandemic has affected many children across the country and the nation needed a common platform to come together and contribute to a child's future. Sunfeast India Move As One empowered one and all with that opportunity. During a tumultuous time, it not only encouraged us to take care of our mental and physical health but also nudged us to make a tangible difference to a child’s life. My gratitude to all the citizens. In coming together lies our strength.”

GiveIndia, the philanthropic gateway for the movement will disburse the funds raised directly to 100+ NGO’s working at the last mile, under the four macro verticals of 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.

Sumit Tayal, Chief Opertaing Office, GiveIndia, said, "The second edition of Sunfeast India Move As One has been an impactful experience. We are proud to be a part of this movement that united one and all to support NGOs working for Covid-hit children. A huge shout-out to our 70+ NGO partners who are supporting this cause."

In the last few months, the movement received generous support from icons such as Art of Living Founder Pujya Gurudev Sri Sri Ravi Shankar, Olympic Bronze Medallist Sakshi Malik, Actors Rahul Bose & Tara Sharma, Social Activist Priya Dutt, and Cricket Star Bhuvneshwar Kumar, among many others.

India Inc. too was at the forefront of this initiative with support from global brands. The initiative received support from ITC Ltd., Bajaj Electricals Limited, CMS Computers Limited, Drishti Lifesaving Pvt Ltd, Sony Pictures Films India Pvt. Ltd., Sundram Fasteners Limited, CIE World, Mahindra Holidays & Resorts India Ltd., Tata Motors, Sarovar Group of Hotels, Bisleri and Republic World.

The running and the cycling community added their shoulder to the wheel by dedicating their daily kilometres to make an impact for a larger good. Leading Run clubs from across the country included CISCO Runners, Running For Health, Jayanagar Jaguars India, Jaipur Road Runners, Maston Ka Jhund – MKJ, Pacemakers India, Mewari Runner Group, Run n Pedal Ranchi, Runners Academy, Xpress Fitness & Running (XFR), RunXtreme and The Trail Blazer. The Cycling community was headlined by Nashik Cyclists Foundation, Bengaluru Cycling Club, Bangalore Randonneurs, Steelwheelriders Fitnessflyers, We are Cycling, Des Sports Active, Alone Cycling among others.

Talking about Sunfeast's efforts, Ali Harris Shere, Chief Operating Ofcer, Biscuits and Cakes Cluster, Foods Division, ITC Limited said, “It is indeed a humbling experience to witness the impact created by individuals, community and corporates united by the common goal of supporting millions of children who are affected by the pandemic. Over the decades, ITC has been a pioneer in creating long-lasting and meaningful social impact through multi-dimensional social investment programmes. We consider it an honour to be a part of this generous participation, Sunfeast India Move As One has received this year. The combined efforts and contribution of the participants and the partners have paved the way for a better tomorrow. We at Sunfeast are proud to have championed this initiative along with the many like-minded associated partners”.

Ekta Vishnoi, IRS. Mission Director - FIT India, said “The association with the Sunfeast India Move As One has been very fulfilling. The movement is aligned with the core values of the FIT India Movement and has motivated the citizens of India to take care of their health through sporting activities. We look forward to a long and fruitful association in the future."

Speaking about her efforts for Sunfeast India Move As One, Priya Dutt, Politician, and social Activist said “I have seen the impact the Covid-19 pandemic has had on our children on the ground level. Many children have lost their primary financial supporters and there has been a tremendous loss of jobs as well. We have received thousands of applications from across India for educational support. I am fortunate to have the ability to be able to take some action and work towards their better tomorrow through scholarships that the Nargis Dutt Foundation supports. There is an old African saying "It takes a village to raise a child", meaning sometimes the community needs to come together to raise children. Sunfeast India Move As One gave us a wonderful platform to raise awareness and funds for the education of children affected by the pandemic.

Commenting on the success of Sunfeast India Run As One, Anil & Vivek Singh, Promoters, Procam International, stated, “We are truly humbled by the support that Sunfeast India Move As One has received. Our heart goes out to all the sponsors, partners for their belief in our vision and more importantly to all our participants for coming together to make a difference. We all know the movement is far from a solution. But your zeal and enthusiasm has helped change the lives of millions of children and paved a way for a brighter tomorrow. Our deep gratitude to you all.”

The success of this movement is attributed to all of its partners - Art of Living, ASICS, Imd1 – YoGo, FAST&UP, PhonePe, Republic TV, Fever FM & Radio One, and Exchange4Media & Business World.

(**Participants were urged to follow COVID guidelines issued by their respective state and centre while ensuing their daily activities**)

For more details, please contact

Procam International: Deepak Pilankar, deepak@procam.in; 9820798135

Wordswork Communications: Nandini Kumar:  9886040715 nandini@wordswork.in ;

Zoya Khan:  9654196999 zoya@wordswork.in

ITC Sunfeast – Madison PR: Aritri Chaki: 8617205993 aritri.chaki@madisonpr.in

For more information, please log onto:

About GiveIndia

GiveIndia exists to alleviate poverty by enabling the world to give. Established in 2000, we are the largest and the most trusted giving platform in India today. We enable individuals and organisations to raise and donate funds conveniently to a cause they care about, with offerings including crowdfunding, corporate giving, cause marketing and philanthropy consulting. Our community of 2 million+ donors and 250+ partners have supported 2,000+ verified non-profits, serving 15 million+ people across the country.

About ITC Foods: A Division of ITC Limited

ITC's branded packaged foods business is one of the fastest growing foods businesses and the one of the largest foods company in India; driven by market standing and consumer franchise of its popular brands - Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman, Fabelle, Sunbean and GumOn. The Foods business is today represented in multiple categories in the market - Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and Juices & Beverages.

ITC's Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC's in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and an unmatched distribution network.

ITC's uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in the manufacturing processes and in its supply chain. Going beyond process control, ITC ensures that quality standards are stringently adhered to while choosing ingredients that go into the preparation of its food products.

The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfil its aspiration of being the most trusted provider of branded packaged foods in the country. ITC's Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.

ITC Limited is a leading Indian enterprise with a vibrant portfolio of businesses spanning Fast Moving Consumer Goods, Agri Business, Paperboards & Packaging, Hotels and Information Technology. ITC’s innovative business models synergise the building of economic, environmental and social capital as a unified strategy. Its businesses and value chains support over 6 million sustainable livelihoods. ITC’s social investments programme encompasses Social & Farm Forestry, Watershed Development, Bio-diversity, Climate-Smart Sustainable Agriculture, Animal Husbandry, Women Empowerment, Mother and Child Care, Vocational Training, Health & Sanitation, among others. To address the evolving challenges in a post-pandemic era, ITC is building on the robust foundations of its sustainability performance to move to an even bolder and ambitious vision, titled Sustainability 2.0.