Laila launches Diwali competition for local schoolchildren
Leading UK rice brand, Laila, is inviting schools and playgroups across the country to take part in a rangoli art competition for a chance to win goodies for their school – including an annual elephant adoption with world renowned wildlife charity Born Free. The competition is part of a major national campaign by Laila to raise awareness of Diwali, also known as the ‘festival of lights’, and bring the much-loved South Asian festival to a wider UK audience.
The campaign also sees thousands of festive Laila, golden foil wrapped hollow chocolate elephants make their debut in Tesco stores across the UK aimed at both an ethnic and mainstream audience.
Diwali, which takes place on October 24th this year, is marked by Sikhs, Hindus and Jains. The UK is already home to some of the biggest Diwali celebrations outside of South Asia.
A key part of Laila’s 2022 Diwali campaign is its partnership with the world-renowned, wild animal charity Born Free – the inspiration behind Laila’s elephant themed treats. Born Free and Surya Foods are working together for a cruelty-free and animal-friendly Diwali.
The Asian elephant is classified as Endangered by the International Union for the Conservation of Nature (IUCN).
10% of net profits from the sale of Laila’s Diwali chocolate elephantswill be donated to Born Free’s global elephant conservation work. Meanwhile, special promotional Laila rice gift boxes, which feature a Laila elephant soft toy are helping promote Born Free’s Adopt an Elephant programme.
As part of the campaign Laila is gifting thousands of its Diwali chocolate elephants and elephant soft toys to children’s hospitals and hospices around the country, including Great Ormond Street, The Evelina London and Birmingham Children’s Hospital among many others.
The campaign will feature activity across Laila’s digital and social media platforms, including school competitions and fun educational Diwali downloads for children.
Diwali is one of two major Indian religious festivals beginning to enjoy wider acknowledgment in the UK. Holi, also known as the ‘festival of colours’, is another Hindu tradition that is increasingly attracting audiences of all faiths with Holi events taking place at UK parks across the country.
Speaking about the campaign Surya Foods Managing Director, Harry Dulai, behind the Laila brand, said: “We would love to see Diwali celebrated multiculturally in the UK. Children already learn about Diwali in UK schools, as part of the national curriculum, and Diwali is a wonderful story which explores universal themes around love, light and hope. Diwali is a fantastic time to discover and explore South Asian culture and cuisine and has all the ingredients to find a special place in UK hearts.”
Speaking about the hospital gifts giveaway Dulai added: “We are on a mission to light up the faces of little ones around the country this Diwali. We are aware Christmas gifts and chocolate Easter eggs are often donated to hospital wards and we are aiming to tap into this same spirit at Diwali. It is also a lovely inclusive gesture to children across the UK, following Sikh, Hindu and Jain faiths, to see their special festivals acknowledged in these settings. The response from UK children’s hospitals and hospices to our gesture has been wonderful.”
The Laila rice range features its top-selling classic basmati, together with an extensive line up of popular rice varieties from around the world. Expanding rapidly in recent years the Laila brand spans classic store cupboard staples including a complete range of flours, pulses, grains, ghee, pickles, chutneys, sauces, spices and curry pastes. The full Laila brand has an estimated, annual retail value of £70m and enjoys a leading presence at UK national and independent retail as well as being sold in over 30 countries worldwide.
