Bhumi Pednekar celebrates success of Holi clothes collection drive by Tide Plus extra power, Goonj

A whopping 83,500 clothes were collected from 20 cities during the two-week collection drive that started on Mar 5, read a statement issued by Tide Plus.

A part of Tide Plus with Extra Power’s latest campaign #TideGivesExtra, this initiative, introduced on the happy occasion of Holi Festival of colours, encouraged people from across the country to come forward with their stained Holi clothes which they would otherwise discard.

Post the collection drive that followed, Tide Plus undertook the challenge to clean these clothes, and today at the event at National Sports Club Lawns, handed the same over to Goonj.

Goonj is an NGO that which undertakes disaster relief, humanitarian aid and community development in parts of 22 states across India and will now take these clothes to those in need.

The collection drive was carried in Ahmedabad, Bangalore, Chandigarh, Chennai, Dehradun, Delhi, Faridabad, Ghaziabad, Goa, Gurgaon, Hisar, Hyderabad, Indore, Jaipur, Jalandhar, Kolkata, Ludhiana, Meerut, Mumbai, Mysore, Noida, Pune, Rishikesh and Sonepat. A total of 83,500 units were collected right after the festival of Holi, to ensure that Holi clothes find a better place than landfills!!

The event saw a series of clotheslines displaying the clothes collected and refurbished with the Power of Clean- Tide Plus with Extra Power. Bhumi Pednekar endorsed not just the association, but also came forward in full support of the cause. She revealed the final collection count, and then handed over the entire collection to Goonj for their perusal.

These clothes were cleaned with the Tide Plus with Extra Power.

Speaking about the results, Sonali Dhawan, Marketing Director, P&G India and Fabric Care said, “We are thrilled by the response that Tide Plus with Extra Power and Goonj Holi Clothes collection drive has garnered. What started as a simple thought of not letting Holi clothes go into waste, quickly turned into a national awakening of sorts - a realisation amongst many Indians to not discard their used Holi clothes, but instead let the Tide brand help clean them. And all of this, with the power of Word of Mouth and the strong cause that resonated with everyone. I want to express my heartful thanks to Goonj for holding the mantle for the cause, and for helping us in making this initiative a real success. This initiative is the perfect curtain call for the #TideGivesExtra campaign.”

AnshuGupta, Founder Director of Goonj, shared his perspective, “GOONJ’s work over the years has been around involving everyone as a stakeholder in bringing about change. That’s how it has emerged as a people’s movement. This campaign highlights what Goonj has been doing for the last 19 years – bringing value to the last discard. We have been working on reusing Holi clothes for many years. This year our tie-up with Tide + with Extra Power and the #TideGivesExtra campaign has certainly given more people an opportunity to participate in this.”