Campaigns around August 14 are doused in green and white with words like the spirit of independence, passion, and patriotism flashing on our screens as brands contest to spread and celebrate the true spirit of freedom.

With all this and more happening across the country, we expect brands to showcase the spirit of celebration with beautiful shots of people celebrating the day with flags and decorating their homes and streets, more than often accompanied by a song that is either freshly created or a rendition of an old national classic.

This Independence Day, Sunridge Foods has decided to come up with a campaign that does much more; the brand has initiated a much-needed conversation around malnutrition in Pakistan.

Malnutrition is a one topic that is often overlooked by both brands and society at large. And understandably so, the issue is one of the many fights we as a nation need to take on in order to build a brighter future.

As per a report in 2018 by Unicef, four out of ten children in Pakistan, under the age of five, experience stunted growth due to health problems.

Not many know that food products that claim to be fortified need to be enriched in certain minerals and nutrients to warrant that claim. It is also not understood by many that malnutrition comes from a lack of nutrients, and not just compromised food intake.

Sunridge Fortified Atta is a whole wheat flour product that packs all natural fiber, vitamins and minerals, meeting all the requirements of natural, healthy and nutritious whole wheat flour. Two small rotis of Sunridge Fortified Atta fulfill 24% of the daily dietary fiber requirements of a person consuming a 2000 calorie diet.

Sunridge Food's latest campaign, poignantly named Taqatwar Pakistan, is an effort that captures the essence of this topic.

It comes as no surprise that when advertisers and marketers work on food brand campaigns, the obvious choice for the role of a homemaker is a woman, who is smart in how she manages her household.

In a bid to unseat gender roles in traditional advertising, Sunridge Foods has placed a man in the lead who is shown to be not just swift but also capable in kitchen.

Sunridge Foods has strategically collaborated with one of Pakistan’s biggest stars, Fahad Mustafa, for the campaign.

A household name in Pakistan, Fahad Mustafa has over the years proven to be one of the most sought-after actors and game show hosts, who connects to the public on a different level.

Watch the ad here:

In the ad, Fahad and a boy are seen parked in a car at a signal. The child, while savouring a paratha roll spots an underprivileged child and immediately plans to share his food; the signal turns green at the very moment, leaving the little boy's plans altered.

The child then asks his father an innocent question which makes him realise how access to nutritious food is alien to many in our country.

The film then shows the two bonding in the kitchen, preparing meal boxes for those in need.

With the help of Sunridge and other volunteers, they head out to hand meal boxes and packs of Sunridge Fortified Atta to the underprivileged. On the ending note, the ad requests everyone to join the cause by purchasing a pack of Sunridge Fortified Atta, shooting a picture and uploading it on social media with the hashtag #SunridgeTaqatwarPakistan.

For each post Sunridge Foods will donate a 1 kg pack of fortified flour to those in need, and help Pakistan win its fight against malnutrition.

A heartwarming message and a promise to do more for Pakistan, Sunridge Foods has relighted the true spirit of responsibility for all with its latest campaign, and helped us realise that it is only with our united efforts that we can truly achieve a Taqatwar Pakistan.

This content is a paid advertisement by Sunridge Foods and is not associated with or necessarily reflective of the views of Dawn.com or its editorial staff.