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Online News India April 11, 2018
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Actress Bhumi Pednekar during celebrations of grand success of the National Holi Clothes collection drive
Actress Bhumi Pednekar during celebrations of grand success of the National Holi Clothes collection drive
Bengaluru, April 11, 2018 (Team Online News India): Acclaimed Bollywood actress Bhumi Pednekar known for her powerful roles in Toilet- Ek Prem Katha and Dum Laga Ke Haisha today joined Tide Plus with Extra Power and Goonj to celebrate the grand success of the National Holi Clothes collection drive initiative.

A whopping 83,500 clothes were collected from 20 cities during the two-week collection drive that started on March 5th.  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.

Tide Plus, in its new avatar Tide Plus with Extra Power, India’s leading detergent brand from the house of P & G, launched their campaign #TideGivesExtra in February this year. Tide has always been known to do things differently and they had yet another surprise up their sleeve this time around. In the spirit of the campaign #TideGivesExtra, Tide + with Extra Power wanted to do go that Extra mile, not just for with the cleaning results, but also for the society at large. Tide strongly believes that clothes always deserve to be cleaned, not only before they are worn, but also when they are given away for a different purpose. Goonj is the first to highlight clothing as a basic but unaddressed need which deserves a place on the development agenda. Thus, came the association of Tide Plus with Extra Power with Goonj. 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 New & Improved Tide Plus with Extra Power, which ensured superior cleaning, brilliant whiteness and enhanced freshness.

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."

Bollywood actress Bhumi Pednekar- an active supporter of the movement, thanked all the people present and all those who had participated in the movement and helped making this initiative by Tide + with Extra Power and Goonj a huge success. A socially aware individual, the actress believes in giving back to society.

Actress Bhumi Pednekar during celebrations of grand success of the National Holi Clothes collection drive
Actress Bhumi Pednekar during celebrations of grand success of the National Holi Clothes collection drive
Speaking about the cause and effect of the National Holi Clothes collection drive helmed by Tide and Goonj, Bhumi said, “I am glad to be able to support a cause that started off as a SMALL step but has managed to create a BIG impact. I have always loved the positivity that the brand emanates.  This has been passed through in this initiative too, where-in they have carried forward the joy of Holi, with this collection drive. I want to thank all the people across the country who joined this cause and have helped Tide + Extra Power and Goonj in their mission to give that EXTRA mile and create a meaningful impact!”

Anshu gupta, 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.”

Through this endeavour, Tide has managed to do their extra bit for the society. Their association with Goonj and the humongous response from the people only goes on to prove the popularity of the brand and their constant effort to connect closely with them. After all, #TideGivesExtra.

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