CSR: Freudenberg Gala’s Campaign Raises Awareness to Bring Domestic Helpers Back into Homes

With a view to sensitize employers on the woes of domestic helpers and their struggle for even basic needs arising from the COVID-19 pandemic, Gala, a brand of Freudenberg and a leading manufacturer of cleaning tools like brushes, brooms, mops, etc has designed a campaign aptly titled ‘Help Ki Help Karo’ with the objective of evoking consumer emotion towards maid’s welfare and build a sense of optimism and compassion towards domestic helpers.

The COVID-19 pandemic has not only affected normal lives of every individual around the world, it has also severely impacted the livelihood of domestic help community with the shunning of maids by homeowners in the interest of health and hygiene and to keep the spread of the virus at bay. With their livelihood entirely dependent on the wages paid by homeowners, domestic workers stare at uncertainty, waiting for their employers call to begin work.

‘Help Ki Help Karo’ conveys “All it takes is one door to open thousands of minds. Welcome your help home with the right protocols in place.” This digital campaign aims to connect with women homemakers and working professionals from urban and metro cities to create awareness by sharing relevant information and instructions to the households about safety guidelines to follow for themselves as well as the maids.

The digital campaign is also peppered with humorous videos by maid-turned-stand-up-comedian, Deepika Mhatre, the voice of the maid community with a touch of humour to a sensitive situation such as this. Deepika Mhatre spreads the message of the importance of sanitation practices and to follow guidelines without any hostility. The #BaiTheWay campaign also aims to bust fake information featuring everyday tales of the funny Indian help and the homeowner.

Speaking about the initiative Jatin Gala, Chief Operating Officer, Freudenberg Gala Household Product (FGHP) said, “The COVID-19 pandemic has dealt a severe blow to people world over. Domestic helpers have been the hardest hit with many employers not relenting to let them in their homes despite government easing lockdown rules. As the leading cleaning tools brand in the country, we believe it’s our responsibility to sensitize homeowners on the one hand and maids, on the other, about safe practices and procedures to be followed to enable maids to return back to work thereby paving the way for their livelihood continuity”.

The campaign aims to connect with women homemakers and working professionals from urban and metro cities, in the age bracket of 25 – 45 years.

In addition, the campaign also encourages consumers to participate in the Gala’s Maid Welfare Program’s Scholarship initiative for the education of the maids’ children. Through this scholarship program, the consumers have the opportunity to win ₹ 20,000 for the education of the maid’s kids. So far 150 nos. of maid’s children have got this scholarship.

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