As part of the Ezee Hugs initiative, Godrej Ezee will gift woollens to underprivileged kids in colder areas of the country.
Godrej Ezee liquid detergent is back with the eleventh edition of Ezee Hugs, an initiative aiming to provide warmth to underprivileged children during harsh winters. This year, Godrej Ezee has partnered with the India Meteorological Department (IMD), the national meteoritical agency for a unique initiative.
IMD predicted that 2020 is likely to witness colder and harsher winters, especially in North India. The period of occurrences, intensity and locations of cold waves vary season to season. In major cities and urban clusters, study also shows high variation in intensity of the cold waves due to urban heat island effects. Over the years, Godrej Ezee realized a scientific mapping of severe winter-prone areas will lead to a precise targeting of beneficiaries. Understanding of real-time occurrences of cold waves and associated wind-chill for urban areas, will ensure a timely impact of Ezee Hugs. The association between Godrej Ezee and IMD is a step forward, to make sure Ezee Hugs reaches the beneficiaries more accurately in localities and vicinities facing severe cold waves within cities.
As part of the association, IMD will provide severe cold weather forecast and guidance to Godrej Ezee in Delhi, Lucknow, Allahabad, Panchkula, and Kolkata. IMD will use its available data to identify areas and localities in these cities expected to witness severe cold waves. Once the exact locations are identified, Ezee along with CRY – Child Rights and You, will reach out to underprivileged children living in those areas and give them new sweaters.
After a successful partnership with CRY – Child Rights and You in 2019, Godrej Ezee continues its collaboration with the notable non-profit organisation for the second year, to ensure strategic identification of beneficiaries and distribution of woollens for other severe winter-prone areas in consultation with IMD and based upon its scientific expertise in the field. Godrej Ezee will also contribute INR 1 on purchase of every 1kg bottle and will donate the proceeds towards buying new woollens for underprivileged children.
Commenting on the partnerships and the initiative, Sunil Kataria, Chief Executive Officer – India & SAARC, Godrej Consumer Products Limited (GCPL), said, “Our CSR initiative will reach the severe cold wave areas as per real-time occurrences as guided by IMD. Our continued partnership with CRY will be critical for last-mile delivery of woollens for children across the identified areas. We are making Ezee Hugs a people’s movement and encouraging them to contribute by simply buying Ezee. They can also post on social media using the hashtag #WarmEzeeHugs, and for every 10 shares we will donate a rupee towards Ezee Hugs.”
RK Jenamani, Senior Scientist, India Meteorological Department (IMD) said, “Winters this year has been predicted to be colder than normal for north-western parts of India. IMD also likes to promote its ‘do and don’t’ various safety-steps to remain safe from various severe winter harsh weather conditions like a cold wave, dense fog, etc for all effective safety of vulnerable communities and individuals.”
Kreeanne Rabadi, Regional Director-West, Child Rights and You (CRY), said, “This winter, the pandemic combined with the cold has brought many challenges for the marginalised children and communities that CRY serves. Godrej Ezee has brought some joy and warmth to their lives by providing 15000 sweaters to our projects in Kolkata and North India. We are so grateful to Godrej Ezee for their generosity and for partnering with us for the second year in a row.”
Ezee has also added an interesting digital leg to the cause, wherein if one can simply post using hashtag #WarmEzeeHugs. For every 10 shares of the post, the brand will donate a rupee towards Ezee Hugs. This makes it convenient for people to donate, they can simply post using the hashtag or purchase a bottle of Ezee. This initiative will also be promoted over a two-month period through traditional, digital and social media.