This Winter Its Ezee Hugs for Everyone!

Social Media helps give 'Ezee Hugs' to more than 70,000 underprivileged children

Every year, the cold waves which sweep the northern belt of India affect thousands of underprivileged children. In order to protect them from harsh winters, Godrej Ezee Liquid Detergent has embarked on the Ezee Hugs Campaign, a woolen donation drive aimed at alleviating the winter related hardship of underprivileged children by providing them warm clothes.

This task is easier said than done as the campaign has to build effective reach, sensitize donor audience about the social cause, urge them to donate & then redistribute the collected woolens to needy children, and all this has to be accomplished in less than 30 days. The key to success lies in the ability to reach as many potential donors in the shortest possible time.

In its 7th edition, Ezee Hugs made Twitter, Facebook and YouTube the center piece of its media strategy to reach millions of people, built awareness about the cause and urged them donate woolens. This year Ezee Hugs has transformed into a major movement in social media platform by urging people to take up the #EzeeChallenge!

#EzeeChallenge urges people to brave the chill of winter without any woolens and warm clothes and share their picture or video on Twitter, Facebook and YouTube. The youth on the social media have taken the challenge and made a commitment to the cause by making the challenge go viral in the recent weeks.

Speaking on the campaign, Sunil Kataria, Business Head – India & SAARC said, “Ezee Hugs represents our continued commitment towards providing warmth to the underprivileged and needy children. The donation drive has been getting bigger every year and this year we expect an even higher number of donations through the support of over 100 schools around Delhi NCR. The sweaters collected through this drive will be donated to needy & underprivileged children through our NGO partner Aarohan.This campaign 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. ”

Commenting on the social media outreach for the cause, he added, “The support of the people has been instrumental in our ability to provide warmth needy children every year and therefore, we decided to take the cause online this year with the #EzeeChallenge. The response on social media has given a fillip to the cause with many youth and social media users spreading the word and even making personal donations for the cause. I hope this small step encourages people to join us in making this endeavor even bigger this year and help in making a big difference in the lives of the underprivileged children.”

Apart from engaging with people on Twitter and Facebook, the brand has created an engaging video of people who actually took this challenge in Delhi and has effectively leveraged it to build awareness for this social cause in a clutter breaking way. Ezee Challenge has gone viral and received more than 5.5 lakh views on Facebook and 3.5 lac views on YouTube. The Ezee hugscampaign has succeeded in building significant engagement and conversation on social media with over 65000 social engagements. The campaign has mobilized more than 70,000 warm clothes.

Clothes donated as part of the initiative are washed in Ezee before being shared with the kids.This year Ezee Hugs has helped alleviate the winter related hardship of more than 70000 needy children with these collected warm clothes!

About Godrej Consumer Products:

Godrej Consumer Products Limited is the largest home-grown home and personal care company in India. We are constantly innovating to delight our consumers with more exciting, superior quality products at affordable prices.

We have bold ambitions and are becoming more agile and future ready. We rank number 1 in hair colour, household insecticides and liquid detergents and number 2 in soaps. In India, you grow up with our brands - Good knight, Cinthol, Godrej Expert, Godrej No. 1 - and we are now on our way to becoming an emerging markets FMCG leader.

In line with our 3X3 approach to international expansion, we are building a presence in 3 emerging markets (Asia, Africa, Latin America) across 3 categories (home care, personal wash, hair care). In 2010, we acquired the Indonesia based Megasari group, a leader in household insecticides, air fresheners and baby care. With the acquisition of Rapidol, Kinky and Frika in South Africa, and the Darling Group, a leading pan-Africa hair care company, we have a strong presence in the fast growing African hair care market. We acquired the Issue and Argencos groups in Argentina, leaders in hair colour, in 2010, and expanded our footprint to Chile through the acquisition in Cosmetica Nacional. Our UK business acquired in 2005 has a play in hair and personal care. We also operate in the Middle East and have a strong presence across SAARC countries.

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