Godrej Ezee pledges Re 1 per bottle sold to provide sweaters for underprivileged kids

The brand has partnered with CRY to identify the beneficiaries and to distribute sweaters to children living in severe winter-prone regions in India

e4m by exchange4media Staff
Updated: Dec 25, 2019 10:00 AM
Godrej Ezee

Godrej Ezee liquid detergent is back with the tenth edition of Ezee Hugs, an initiative aiming to provide warmth to underprivileged children during harsh winters. This year, Godrej Ezee is contributing INR 1 on purchase of its every 1kg bottle and will donate the proceeds towards buying new sweaters for children.

The detergent brand has partnered with CRY – Child Rights and You, a prominent non-profit organisation working for children’s rights, to ensure strategic identification of beneficiaries and distribution of sweaters across India’s severe-winter prone regions like North and East. On the occasion of Christmas, Godrej Ezee and CRY jointly kick-started this year’s Ezee Hugs campaign with celebrations and distributed new sweaters amongst underprivileged children in Delhi, Chandigarh and Lucknow.

Every year thousands of underprivileged, school-going children across the Northern belt, bear the harsh winters without the warmth of woollens. Godrej Ezee wanted to build awareness about this winter related hardships and alleviating them. Thus, it started Ezee Hugs campaign for this important social cause. Over the years, Ezee Hugs has spread warmth by urging people to donate their woollens for children through this social good campaign. In the tenth edition, Godrej Ezee has raised the scale of Ezee Hugs by donating INR 1 from its own sales towards new sweaters. The campaign gives people a chance to contribute towards the noble cause by simply making a purchase. The partnership with CRY will be leveraged to distribute the new sweaters amongst underprivileged children based in Delhi, Punjab and Uttar Pradesh and is expected to have a substantial impact.         

 Sharing his thoughts on Ezee Hugs campaign, Sunil Kataria, Chief Executive Officer - India & SAARC, Godrej Consumer Products Limited (GCPL), said, “Godrej Ezee has always stood for warmth, comfort and care. Ezee Hugs, a noble initiative by Ezee that began in 2011, has grown over the last 9 years with the support of multiple stakeholders and offered warmth to thousands of children during the winters. This year, we are linking our contribution directly to that of the consumers. We are making Ezee Hugs a people’s movement and encouraging them to contribute to the cause by simply buying Ezee. We are happy to have CRY as a strategic partner this year to ensure accurate last-mile delivery of new sweaters to children across Northern region.”

 Commenting on Ezee Hugs campaign and its partnership, Soha Moitra, the Regional Director of CRY (North), said, “In our journey over the past 40 years, we have always believed in the power of likeminded individuals and corporates to raise awareness for a cause, and it’s a pleasure for all of us at the CRY family as Godrej Ezee comes on-board with a cause-related partnership. We are sure that this initiative will go a long way in keeping our children warm and protected during the winter days. I do hope that this initiative would send a message to all consumers, and give them a brilliant opportunity to come forward in championing a cause.”

 In its tenth edition, Ezee Hugs will be promoted over a two-month period through a multi-media campaign including TVC and digital films. This will be to raise awareness amongst people about the cause and encourage them to make their valuable contribution.  Every time a person purchases Godrej Ezee’s 1kg liquid detergent bottle, priced at INR 175, they will be making a difference in the life of the children. The brand through Ezee Hugs initiative, collected and donated a large number of sweaters in the last 9 years. In 2019, Ezee Hugs aims to contribute immensely to alleviate the hardships faced by underprivileged children during winters. 

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