SPREADING WARM HUGS
Godrej Ezee warms up Delhi winters for underprivileged kids with Ezee hugs
Every year, the cold wave which sweeps the northern belt of India affects thousands of underprivileged children. In order to protect them from harsh winters, Godrej Ezee has embarked on the Ezee Hugs campaign, a woollen donation drive, aimed at alleviating the winter-related hardships of underprivileged children by providing them warm clothes.
Since the past nine years, Ezee has been creating awareness about the cause and collaborating with more than 400 schools to mobilise woollens by urging people to donate their woollen clothes through its social campaign called Ezee Hugs.
In its ninth edition, the brand has tied up with several schools, pre-schools, and corporates in Delhi NCR. Through their continuous endeavour, Ezee realised that people were happy to donate as long as someone collected the old clothes from their doorstep.
Ezee Hugs partnered with Grofers to activate doorstep pickups for residents of Delhi NCR and received a phenomenal response this year. It successfully collected and redistributed 1.7 lakh woollens to needy schoolgoing children of the region.
Sunil Kataria, business head – India and SAARC, Godrej Consumer Product Limited, said, “Care lies at the core of brand Ezee. Alleviating the winter-related hardships for underprivileged children became the social cause for Ezee. Ezee Hugs, which started as a small initiative a few years ago has grown manifold, thanks to the generous support of the people of Delhi NCR. This year, we set a new record by doubling our outreach over last year.”
Kailash Satyarthi Children’s Foundation supported the initiative and partnered with Ezee Hugs to redistribute collected woollens to needy schoolgoing children. The impact of the programme has earned it a mention in the LIMCA Book of Records 2017.
On the digital front, Twitter and Facebook campaigns created awareness for the cause, and also sensitised the audience to help the underprivileged during the harsh winters.
Care lies at the core of brand Ezee. Alleviating winter-related hardships for underprivileged children became the social cause for Ezee. Ezee Hugs campaign, which started as a small initiative a few years ago, has grown manifold, thanks to the generous support of the people of Delhi NCR. This year, we set a new record by doubling our outreach over last year. SUNIL KATARIA,
BUSINESS HEAD, INDIA AND SAARC, GCPL