NEW DELHI: 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 Indian meteorological department (IMD) for a first-of-its-kind campaign.
As part of the association, IMD will provide severe cold weather forecast and guidance to Godrej Ezee in Delhi, Lucknow, Allahabad, Panchkula, and Kolkata. The met department 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.
The 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 realised 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.
Godrej Ezee will also contribute Rs 1 on purchase of every 1kg bottle and will donate the proceeds towards buying new sweaters for underprivileged children. The brand has also added an interesting digital leg to the cause, wherein 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.
Godrej Consumer Products Limited (GCPL) CEO - India & SAARC Sunil Kataria said, “Ezee Hugs, which began in 2011, has grown over the last 10 years with the support of multiple stakeholders. We are pleased to partner with the Indian meteorological department for weather guidance of the colder spots within cities. This is a first-of-its-kind association where scientific expertise will be leveraged to alleviate winter-related hardships of thousands of underprivileged children. 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.”
CRY regional director - west Kreeanne Rabadi 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 15,000 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.”
Every year, thousands of underprivileged, school-going children bear the harsh winters without the warmth of woollens. Godrej Ezee has been building awareness about these winter-related hardships and alleviating them with this social initiative. Over the years, Ezee Hugs has spread warmth by urging people to donate their woollens for children and spread the joy of giving through this initiative.
