Bhumi Pednekar celebrates success of Holi Clothes Collection Drive by Tide Plus Extra Power & Goonj

-S.P.Chopra 
New Delhi: 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 5^th.  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!!

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.