At first it seemed like yet another celebrity picking up yet another cause and some more gyan! But not this one, the video is not about the celebrity, it is about the theme. The intelligently scripted film on the Mid Day Meal Scheme, hits all the right buttons. The Mid Day Meal Scheme is a programme of the Government of India and it aims to improve the nutritional status of school-age children nationwide.
In this production by Yash Raj Films, for the Akshaya Patra Foundation, actor Ranveer Singh seeks a donation of Rs. 750 towards the programme. “And what’s the value of 750 rupees?” wonders Singh, “Two film tickets? Or two cups of coffee? A haircut? A phone cover?” You get the drift!
Surrounded by school kids, Ranveer Singh playfully threatens that he will keep mouthing cheesy dialogues till you pay up! And you know he is quite capable of it, so pull out the wallets…
Go Viral picks the video because:
1) Intelligent use of celebrity.
2) Message conveyed via a relatable concept.
3) Keeps the message above the celeb factor.