Welspun’s latest campaign #DonoTarafKhushiyan is not only an applaudable initiative by the brand, but is also a lesson in seamless product integration.
Welspun’s range of reversible bedsheets actually embodies the name of their campaign – #DonoTarafKhushiyan – while at the same time the crux of the campaign is to bring joy and happiness to both home owners and their domestic help.
Through this commendable initiative, the brand is donating a percentage of proceeds from the sale of their reversible bedsheets to an NGO that is working towards the betterment of domestic help in India. In addition to this, the brand is also giving a complimentary Back-To-Work kit with every purchase of their reversible bedsheets. This kit contains masks, sanitisers and gloves among other essential safety items. People can gift this kit to their domestic help, expressing their gratitude to them and at the same time equipping them to work with adequate safety measures. Welspun is additionally donating 1,000 such kits to domestic worker unions, rehabilitation NGOs, and to colonies where many domestic workers live.
Around 25% of the domestic workforce in India have lost jobs due to safety concerns, and are struggling to make ends meet. Welspun’s campaign this Diwali aims at bringing smiles back to our domestic help’s faces by equipping them to resume their work with adequate safety.
#DonoTarafKhushiyan is a thoughtful initiative with an optimistic message, and will hopefully brighten up Diwali for our domestic help, who have often been taken for granted.