Aptly titled ‘Help Ki Help Karo’ campaign calls to be sensitive towards their livelihood
Mumbai, December 02, 2020: 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 home owners 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 home owners on the one hand and maids, on the other, about safe practices and procedures to be followed to enable maids return back to work thereby paving the way for their livelihood continuity”.
The campaign aims to connect with women home makers 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.
About Freudenberg Gala Household Product (FGHP):
Freudenberg Gala Household Product (FGHP) was formed in 2009 as the result of a joint venture between Gala Brush (based in Mumbai) and Freudenberg Home and Cleaning Solutions (based in Weinheim, Germany).
Freudenberg Home and Cleaning Solutions is a Freudenberg company and a world leader in cleaning tools with Vileda being the most popular brand. FHCS is present is all over the world with successful brands for over 60 years now. In India, the company is present in all leading modern trade outlets and also distributed in the general trade/grocery stores via a network of over 500 distribution partners.
About Freudenberg in India
Freudenberg has held business ties with companies in India for more than 90 years. The Group employs some 2,844 associates at 50 locations. Freudenberg in India recorded sales of ₹2,533 crores in 2019.
About the Freudenberg Group
Freudenberg is a global technology group that strengthens its customers and society long-term through forward-looking innovations. Together with its partners, customers and research institutions, the Freudenberg Group develops leading-edge technologies and excellent products and services for about 40 markets and for thousands of applications: seals, vibration control components, technical textiles, filters, cleaning technologies and products, specialty chemicals and medical products.
Innovation strength, strong customer orientation, diversity, and team spirit are the cornerstones of the Group. The 171-year-old company lives by its core values: a commitment to excellence, reliability and pro-active, responsible action. In 2019, the Freudenberg Group employed some 49,000 people in around 60 countries worldwide and generated sales of ₹74,583 crores.
For more information, please visit www.freudenberg.com.
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