"Make someone wear happiness by donating your old clothes" was the rallying cry of the campaign. Moving people to charity is never easy. It was critical to make the campaign a multi-pronged dialogue. Emotionally charged messaging on TV, press and radio was supplemented with a call-to-action from a well-known social activist cum Bollywood celebrity (Shabana Azmi).Branded vans roamed residential colonies exhorting people to donate old clothes. PR efforts ensured news channels broadcast Shabana Azmi's message on the initiative, adding to the credibility. TV channels pitched in with vignettes endorsing our program.

Internet advertising directed consumers to a microsite engaging them with compelling information and with relevant games which highlighted benefits of donating clothes.Social media like Twitter and Facebook engaged large numbers who supported the cause. And finally the last mile. The shop floor had branded collection bins and promoters ensuring that every walk-in engaged with the cause.

The response to the campaign surpassed all expectations.

Over 2,000,000 people engaged!

225 tonnes of clothes donated by 450,000 people180,000 homes welcomed the van operation at their doorstep80,000 office goers spent time listening to the message and responding to the call.850,000 students received the message118,000 people adopted the cause on Facebook113,600 people made the effort to visit the micrositeThe cause prompted 360,000 consumers to walk in to the dealer outlets that doubled up as collection centers.And finally, 4,000 consumers adopted the cause to the extent that they became volunteers to the program!