Mumbai: Liquid detergent brand Godrej Ezee has joined hands with actor entrepreneur Gul Panag for its campaign ‘Ezee Hugs’ under which it helps underprivileged children prepare for winters by distributing free sweaters.

To flag off the initiative, Gul Panag met the kids in New Delhi and distributed new sweaters amongst them. As part of the initiative,  Ezee and Gul will jointly distribute more than 4000 sweaters across North India.

Godrej Consumer Products Limited (GCPL) CEO - India & SAARC Sunil Kataria said, “Ezee Hugs began in 2011, and has grown over the years with the support of multiple stakeholders. This year, we are pleased to partner with Gul Panag who is known to take up causes that matter. Our intent is to not just donate sweaters but also bring the attention of more people on this issue. We want to ensure that no underprivileged child suffers due to lack of appropriate means to keep themselves warm.”

While speaking about her association with Ezee Hugs, Gul Panag, said, “From health impact to school attendance, the impact of cold weather on kids with no proper woolen wear is significant.  Yet, there are fewer initiatives or people talking about it. Ezee Hugs is one such initiative that has stood strong and made people aware of this issue for over 10 years now. This is why I chose to partner with Godrej Ezee so that we can reach out to more people and ensure no underprivileged kid has to be without woolens.”

Thousands of underprivileged, school-going children across the Northern belt, bear the harsh winters without the warmth of woolens. Through this social good campaign, Godrej Ezee wanted to build awareness about this hardship and help alleviate it by urging people to donate their woolens for children.