Write the topical communication for World Food Day to reinforces Akshayakalpa’s commitment to healthy, safe, and organic food — while standing apart from generic "eat healthy" messaging that most food brands would be using.

The insight

As modern diets go big on superfoods and global trends, many traditional Indian foods (which were once staples of everyday nutrition) have quietly disappeared from our plates, despite being naturally healthy and time-tested. They've got some lessons for the rest of the world too. 

The idea

Bring back forgotten foods from Indian tradition.

Instead of introducing something new, the campaign looked back, reminding audiences that what we once ate was already wholesome, safe, and sustainable. It fulfilled every purpose of a hearty meal, with add-on health benefits. 

Execution

I worked on topical copy that highlighted these forgotten foods, using a tone that felt warm, nostalgic, and rooted in Indian culture. My writing aligned with Akshayakalpa’s philosophy of conscious consumption of food in an era of highly processed options, besides concerning amounts of food waste.

The copy spoke on rediscovery and switching up on habits rather than preaching, so that the communication feels inviting rather than instructive/judgy.

Takeaway