We tied up with a leading social-service organisation to co-host this mission. The initiative started just before winter, when most homes are pulling out woolens from their closets and getting ready to handle the cold wave.

Awareness was created through several media tie-ins. 104 collection/distribution booths and five mobile vans were used to collect and ditribute the woolens . All the collected woolens were washed with Ezee detergent prior to distribution to the have-nots.

Overall 1 million woollens were collected and distributed during the 2 month long initiative. The initiative succeeded in extending Godrej Ezee’s proposition of ‘woolen care’ to ‘human care’.