Campaign Branding

Mission 500K was an initiative initiated by the Robin Hood Army to foster unity between India and Pakistan. Every Independence Day, on the 15th and 16th of August, dedicated volunteers from the Robin Hood Army in both countries collaborate to provide meals to those in need. Each year, the RHA sets increasingly ambitious targets to feed more individuals in underserved communities.

 

In 2017, the RHA achieved a significant milestone by feeding 1 million hungry people worldwide on Independence Day.

 

To promote this campaign in both India and Pakistan, a distinctive hashtag logo was designed, symbolizing the unity of the two nations by merging their flags.

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The campaign was covered by several news outlets and promoted by the biggest bollywood celebrities.

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The Harvard Business School published a case study on the Robinhood Army. Read the article here.