EZEE spreads warmth and comfort this winter

Every year, the cold waves sweeping the northern belt of India affect thousands of underprivileged children. With the objective of alleviating the winter related hardship of underprivileged children, Godrej Ezee took the responsibility of building awareness for this important social cause and urging people to donate their woollens through its social good campaign called “Ezee Hugs”. Now, in its 8th edition, this social cause has transformed into a major movement. The initiative tied up with 149 schools, 6 pre- schools, 13 colleges and 28 corporates and was able to mobilize more than 76000 woollens in Delhi NCR. . The campaign partners were Hindustan Times, PACE, Fever 104, Aarohan NGO and OLA Cabs.

The challenge in the campaign was to build awareness for the cause and maximum number of woollen donations in shortest time span. To garner effective reach, print, radio and digital campaigns were run across Delhi/NCR. The campaign #EzeeHugs and #EzeeChallenge trended nationally for 4 days, garnered a reach of 20+ million. Ezee Hugs has also made a heart touching web video that brings out the innocence in kids from different sections of the society and how a warm hug brings them closer. The video received tremendous response and garnered over 3.5 lakh views in a short span of time.

Proud of the initiative, Sunil Kataria, Business Head – India and SAARC, Godrej Consumer Products Limited said, "At Godrej Consumer Products Limited, every year, we aim to make the lives of consumers better through our innovative offerings. ‘Ezee Hugs’ is one such initiative of the brand that fulfills this vision and spreads the message of warm hugs. This cause has grown into a movement with the participation of parents, kids and the younger generation. This year, our challenge was to make the campaign even bigger in terms of creating awareness for the cause and also mobilizing more number of woolens in a short span of time. It is heart -warming and humbling to share that Ezee Hugs has been able to mobilize around 76000 woolens, thanks to the unparallel support of our partners. These woolens have been redistributed through our NGO partner Aarohan.”

In its eighth edition, Ezee Hugs has reached to the people in Delhi/NCR and urged them to generously donate their old woollens and bring warmth and comfort to the lives of needy children. Collection boxes were also placed in 149 schools, 6 pre-schools, 13 colleges, various Hindustan Times Qualified Booking Centres and 28 corporates across Delhi/NCR.

This year, Godrej Ezee had students from many colleges in Delhi/NCR building awareness for the cause. On Dec 15^th 2016, hundreds of students from Delhi University got together to take up the Ezee Challenge and express their solidarity for the cause. RJ Sid from Fever 104 FM joined the students personally in DU and asked them to take Ezee Challenge, which is to bear the winter chill for 10 mins without warm woollens.

Through their continuous endeavor, Ezee realized that people were happy to donate, if someone collected the old woolens from their door step. Therefore, this year, the Ezee Hugs partnered with OLA Cabs who collected woolens from the donors’ homes. Ezee Hugs was integrated in the OLA App with separate category and in –app notifications for the OLA users in Delhi/ NCR. Emails and SMS were also sent to the users to remind them to donate their old woollens for the needy.

“We were extremely happy to support Godrej’s heart-warming ‘Ezee Hugs’ initiative that aims to provide warmth to thousands of underprivileged people in the city. With Ola’s large fleet of vehicles, we were very well placed to effectively support the donation drive. We strongly believe that it is imperative we utilise our platform for such causes and enable people to contribute conveniently and seamlessly.” - Ola spokesperson.

Speaking on the initiative, Ms Rani Patel, NGO Head – Aarohan said, “We have experienced an improvement in the attendance of the underprivileged students during winters because of the campaign in the last few years. Our kids look forward to the Ezee Hugs every year and warmth that brings in their lives”.

Youtube link:- https://www.youtube.com/watch?v=9r8gg1sHa1E