Indian Meteorological Department (IMD) has predicted that the northern part of the country is likely to face colder and harsher winter in this year. The region is likely to experience cold waves, which can intensify because of the urban heat island effect in the region. The close proximity with snow-clad Himalayan peaks only adds to the cold.
India has a large number of people that live on streets or in tents, with little to no access to warm clothing to sustain themselves in the harsh weather. The weather is especially harsh on children who have yet to develop full immunity. The effect on them is often long-lasting as this might affect their growth.
In order to aid them, Godrej Ezee liquid detergent has made a commitment to alleviate the winter-related hardships of underprivileged kids by donating appropriate winter clothing to them. The brand has donated thousands of sweaters over the years in each season and is back with the eleventh edition of Ezee Hugs. In addition to this, the brand has also made a commitment to contribute INR 1 on purchase of every 1kg bottle and will donate the proceeds towards buying new woollens for underprivileged children.
In order to bring about more efficiency in the year’s campaign, the brand has partnered with IMD for a first-of-its-kind initiative, which will help the brand with a scientific mapping of severe winter-prone areas, which will allow it to target the beneficiaries with more precision.
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.
Commenting on the partnerships and the initiative, Sunil Kataria, Chief Executive Officer – India & SAARC, Godrej Consumer Products Limited (GCPL), said, “Godrej Ezee has always stood for warmth, comfort and care. Ezee Hugs, a noble initiative by Ezee that began in 2011, has grown over the last 10 years with the support of multiple stakeholders. We are pleased to partner with the India 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 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, “We are pleased to join hands with Godrej Ezee for their CSR program – Ezee Hugs. By offering scientific weather guidance pertaining to areas likely to by affected cold wave over these cities, we will help Godrej Ezee to look for time steps based on real-time winter severe weather guidance to fulfil its winter objectives. This will benefit underprivileged children living in colder localities and vicinities of cities like Delhi, Lucknow, Allahabad, Panchkula, and Kolkata. 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.”
The brand has also launched a digital campaign to the cause and promised to donate a rupee to the cause, each time a post is made on social media with hashtag #WarmEzeeHugs and is shared every 10 times. 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.