Godrej Ezee Spreads ‘Raahat, Ek Abhiyaan’ Movement to 8 Indian Cities

Prembabu Sharma

Godrej Ezee, the leading liquid detergent brand from Godrej Consumer Products Limited (GCPL), a major player in the Indian FMCG industry, has successfully extended its social initiative ‘Rahaat, Ek Abhyaan’ to 8 Indian cities including Delhi+Gurgaon, Chandigarh, Ludhiana, Jalandhar, Patiala, Amritsar, Lucknow and Kanpur. The idea of ‘Warm Hugs’ propagated by Ezee has mobilized and donated more than 30,000 woolen clothes for underprivileged children under this movement.

Every year the cold waves sweeping the northern belt of India affects thousands of children. In order to empower them against the cold winters and spread the message of ‘Warm Hugs’, Godrej Ezee embarked on ‘Rahaat – Ek Abhyaan’ through a woolen wear collection drive in Delhi. Now, in its 6th edition, this social cause has transformed into a major movement across Gurgaon, Chandigarh, Ludhiana, Jalandhar, Patiala, Amritsar, Lucknow and Kanpur.Proud of the initiative, Mr. Ajay Dang, VP Marketing (Home Care), GCPL said,“At Godrej Consumer Products Limited, every year, we aim to make the life of consumers better through our innovative offerings.‘Raahat, Ek Abhiyaan’ is one such initiative of the brand that fulfils this vision and spread the message of warm hugs. This cause has grown into a movement with participation of parents, kids and the younger generation. We are happy to see theimmense support for this initiative in all 8 cities and proud of mobilizing over 30,000 woolen clothes.”

Renowned celebrity Tisca Chopra who was also present at the event said, “It is great to see corporates like Godrej spreading smiles across the country through initiatives like Ezee’s ‘Raahat, Ek Abhiyaan’. They have not only built a socially benefitting initiative but also embedded it with the touching thought of spreading ‘Warm Hugs’. I am honoured to be a part of it and I hope that more corporates come up with programs like these and help in making this country a better place to live in.”

To add to the sense of warmth and comfort, Ezee has also made a touching web video that makes one cherish the warm and caring moments of life. It illustrates that everyone needs a warm hug and so does a poor child in the harsh winters. The video urges people to donate woolens and help poor kids brave the winter.The video has received over 2.7 million views. A print campaign was run across Delhi, Gurgaon, Chandigarh, Ludhiana, Jalandhar, Patiala, Amritsar, Lucknow and Kanpur, to create awareness of this initiative. Other than print, a mix (approximately60-80 spots a day, in Delhi and Lucknow), digital (social media and mobile marketing) as well as BTL (52 schools of Delhi NCR joined this movement).

Looking forward to another successful year, Mr. Sunil Kataria, COO-Sales, Marketing & SAARC,GCPLadded, “‘Raahat, Ek Abhiyaan’ has grown progressively as an initiative weaving in the element of care, the core of brand Ezee. We are optimistic about spreading this initiative to more parts of the country and help needy children as much as we could”.