Mumbai: NPCI BHIM Services Ltd. (NBSL), a wholly owned subsidiary of National Payments Corporation of India (NPCI), has launched a campaign, ‘Meethi Diwali’, in association with CRY (Child Rights and You). The campaign aims to bring the sweetness of the festivities to underprivileged children across India by contributing a box of sweets for every ten transactions completed via the BHIM app.
The ‘Meethi Diwali’ campaign seamlessly integrates digital payments with a social cause, helping the BHIM app users to contribute to a meaningful initiative while enjoying the convenience of cashless payments. The campaign encourages the users to participate for the cause without altering their everyday behaviour, simply by using the BHIM app for their regular payments.
NBSL chief business officer Rahul Handa, said, “BHIM is keen on making a difference in the lives of people by promoting inclusion through digital payments and beyond. The ‘Meethi Diwali’ campaign guarantees every transaction is an act of kindness and spreads happiness. As we celebrate with purpose, we also take pride in strengthening India’s sovereign digital payment framework, building a future where technology and compassion go hand in hand.”
The campaign highlights the ease and security of BHIM’s UPI platform and let users contribute to a social cause that resonates with the ethos of Diwali—spreading joy, love, and togetherness. It features a captivating and colourful short film, reflecting the joy of giving in the festive season.
Mumbai: Aulerth, a multi-designer house for couture-inspired, consciously crafted jewellery, is thrilled to announce the launch of its latest creation, the Altruist Kada Bracelet. Designed by JJ Valaya, this exquisite jewel embodies the powerful concept of ‘Towards Selfless Service,’ serving as a beautiful reminder of the profound impact of giving to others.
In a world where existential questions often lead to introspection, where we are constantly driven to seek personal validation and success, the Altruist Kada Bracelet serves as a reminder of a simpler, yet profound thought – that Selfless Service gives our lives more meaning. Thereby, this exquisite jewel embodies the powerful concept of “Towards Selfless Service.” One of the inspirations for this jewellery was taken from the Sikh community’s ethos of selfless service; the Altruist Kada Bracelet serves as a constant reminder that giving back to others can enrich our lives and bring a deeper sense of purpose.
Aulerth has partnered with CRY (Child Rights and You) for the “Towards Selfless Service” initiative. With the sale of each Altruist Kada Bracelet (priced at Rs 3,500), Aulerth will donate 100 per cent of its net proceeds, i.e., Rs 1,500, to CRY’s drive to empower 3 underprivileged girls in rural India to resume their education.
Speaking on the launch of the Kada, Aulerth, founder & CEO Vivek Ramabhadran said, “Our growing community at Aulerth is passionate about making a positive change to the world we live in. Along with our community, we wish to create a reminder of this simple and powerful thought – ‘Selfless service gives us our lives more meaning.’ And beyond the symbolism, there’s a direct opportunity to make a broader difference – to educate and empower girl children by joining hands with CRY.”
On the other hand, JJ Valaya said, “The Altruist Kada Bracelet is a labour of love. It fulfils a long-time desire to create something meaningful using the iconic Valaya Shifting Leaves Chevron. This beautiful ornament combines the strength of steel and the warmth of brass creating a blissful harmony. This unique blend evokes a powerful new sentiment and is destined to be a treasured wrist accessory whilst capturing many hearts. We are thrilled to continue our ongoing creative journey with Aulerth for the last several years. Finally what truly makes this project truly special is its partnership with CRY, one of Idia’s most incredible NGOs.”
Similarly, Puja Marwaha, CEO at CRY shared, “Did you know? In India, a staggering 13 million girls under 19 are married, and 29 per cent of them are forced to leave school. Early marriage is a critical issue holding back our nation’s potential. Another 12 million girls are pressured into child labour when they should be learning. These numbers can change. Organizations like CRY, with their 45 years of relentless work, and Aulerth, with their commitment to social good, are coming together to make a difference. I’m thrilled to announce this special partnership! Aulerth is launching a beautiful jewel designed by JJ Valaya – The Altruist Kada Bracelet. The funds raised will directly empower girls in rural India by helping them return to school. By supporting this initiative, you can be a part of the solution. Together, we can empower every girl child in India.” (Source: As per last census)
The Altruist Bracelet Kada portrays a unique layering of brass on steel, meticulously outlined with the iconic Valaya Shifting Leaves Chevron pattern. Brass, chosen for its symbolic meaning, represents purity, abundance, positivity, and dependability.
The launch of the Kada Bracelet was celebrated on a memorable and elegant evening at Olive Kitchen & Bar in Delhi on June 18, 2024. The event was attended by JJ Valaya, renowned influencers, media personnel, and top change-makers from the corporate world. The event celebrated the “Towards Selfless Service” initiative, as everyone came together to be a part of the cause.
MUMBAI: Godrej Ezee liquid detergent is back with the tenth edition of Ezee Hugs, an initiative aiming to provide warmth to underprivileged children during harsh winters. This year, Godrej Ezee is contributing Re 1 on purchase of every 1kg bottle and will donate the proceeds towards buying new sweaters for children.
The detergent brand has partnered with CRY – Child Rights and You, a prominent non-profit organisation working for children’s rights, to ensure strategic identification of beneficiaries and distribution of sweaters across India’s severe-winter prone regions like North and East. On the occasion of Christmas, Godrej Ezee and CRY jointly kick-started this year’s Ezee Hugs campaign with celebrations and distributed new sweaters amongst underprivileged children in Delhi, Chandigarh and Lucknow.
Every year thousands of underprivileged, school-going children across the Northern belt, bear the harsh winters without the warmth of woolens. Godrej Ezee wanted to build awareness about this winter related hardships and alleviating them. Thus, it started Ezee Hugs campaign for this important social cause. Over the years, Ezee Hugs has spread warmth by urging people to donate their woolens for children through this social good campaign. In the tenth edition, Godrej Ezee has raised the scale of Ezee Hugs by donating INR 1 from its own sales towards new sweaters. The campaign gives people a chance to contribute towards the noble cause by simply making a purchase. The partnership with CRY will be leveraged to distribute the new sweaters amongst underprivileged children based in Delhi, Punjab and Uttar Pradesh and is expected to have a substantial impact.
Sharing his thoughts on Ezee Hugs campaign, Godrej Consumer Products Limited (GCPL) chief executive officer – India & SAARC Sunil Kataria said, “Godrej Ezee has always stood for warmth, comfort and care. Ezee Hugs, a noble initiative by Ezee that began in 2011, has grown over the last 9 years with the support of multiple stakeholders and offered warmth to thousands of children during the winters. This year, we are linking our contribution directly to that of the consumers. We are making Ezee Hugs a people’s movement and encouraging them to contribute to the cause by simply buying Ezee. We are happy to have CRY as a strategic partner this year to ensure accurate last-mile delivery of new sweaters to children across Northern region.”
Commenting on Ezee Hugs campaign and its partnership, CRY Regional Director(North) Soha Moitra said, “In our journey over the past 40 years, we have always believed in the power of likeminded individuals and corporates to raise awareness for a cause, and it’s a pleasure for all of us at the CRY family as Godrej Ezee comes on-board with a cause related partnership. We are sure that this initiative will go a long way in keeping our children warm and protected during the winter days. I do hope that this initiative would send a message to all consumers, and give them a brilliant opportunity to come forward in championing a cause.”
In its tenth edition, Ezee Hugs will be promoted over a two-month period through a multi-media campaign including TVC and digital films. This will be to raise awareness amongst people about the cause and encourage them to make their valuable contribution.
MUMBAI: Sonal (Name Changed) is an activist and she is only 12 year’s old. She is a member of the “Little star children’s group” from Shahbad dairy that works towards educating children on protecting themselves against abuse. Like the other members of the group, she has been working with other children from the basti who are yet not associated with the children group.
She is a part of Aarzoo – a movement, a promise to fulfill dreams of countless young girls from the lower income group familiesby facilitating guidance and resources to supplement their dedication and enthusiasm. In association with ‘CRY – Child Rights and You’, and as a part of its corporate social initiative, HTC Corporation, a leading innovator in mobile and virtual reality technology, has launched the initiative ‘Aarzoo: ek wish har aarzoo poori karneki’ in India.
The initiative brings together HTC and CRY in an effort to create education and basic training opportunities for the girl child from the under privileged sections of our society. As a part of this initiative, beginning February 2017, HTC will, for a period of six months, contribute part of consumer sales proceeds towards delivering an on-ground impact on girl child education for 1500 girls through CRY.
‘Aarzoo’ aims to bring positive changes in the lives of the under-privileged girls by giving them the opportunity to learn whilst working towards recognizing, promoting and protecting their rights. In order to build mass reach and awareness and establish connect it will involve the use of Digital consumer connect campaigns as well as on ground activation via events and activities. HTC employees will also join the drive by donating their time towards the cause – volunteer for CRY. The initiative will culminate with a large children festival in Delhi.
HTC president-south Asia Faisal Siddiqui said, “According to DHS data around the world, female literacy rates are improving but India ranks 38th among the 51 developing countries for which comparable data is available. Indonesia, Rwanda, Ethiopia and Tanzania – all rank higher than India. I would like to reiterate our commitment towards providing quality education and enable better prospects for the girl child in the country.”
Child Rights and You (CRY) regional director- north Soha Moitra said, “Educating a girl child is the first step towards transforming society and we are extremely glad that HTC is championing this cause and supporting us in making education accessible to every child. We believe this initiative will go a long way in empowering girls and bringing them into the mainstream.”
Mumbai: CRY – Child Rights and You, an NGO working to protect and honour the rights of children in India, in collaboration with Asian Paints took up the initiative of giving a makeover to Churchgate station. The effort was part of ‘Hamara Station Hamari Shaan’ India’s biggest beautification drive that is part of Daan Utsav, the Festival of Giving which kick-started on October 2.
CRY and Asian Paints took up the initiative to transform some of the ceiling columns, walls and 52 pillars of Churchgate Station into a stunning piece of artistic design. This was executed by 25 accomplished artists, alumni of Sir J.J. School of Art and part of Wallcano India, all generously offering their talent at no cost.
On October 2, CRY project children, donors, volunteers and employees also joined in the efforts to paint some walls of the station.
CRY believes that education is key to enhancing and enriching childhoods, and is one of the most important investments a country can make in its children. Hence, the theme selected for Churchgate Station is education, and CRY hopes that this issue will be highlighted for the thousands of commuters who pass through the station each day.
“We are thrilled to be part of Hamara Station, Hamari Shaan and to have transformed Churchgate station into a colourful and welcoming space that brings alive the all important issue of education for children. For the CRY family, it is our way of giving back to Mumbai – a city we have called home for over 36 years,” says Kreeanne Rabadi, Regional Director-West, CRY
Speaking on the occasion, Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd said, “We at Asian Paints have been constantly working towards promoting art and making it directly accessible to the public since last few years. We believe it is our utmost responsibility to add colour and create a vibrant and happy environment in India. Mumbai’s local trains are the lifeline of the city connecting millions of people every day and we are delighted to partner with CRY for the beautification of Churchgate station and bring more colour, beauty and joy to the everyday lives of the Mumbai commuter. We are extremely proud to be associated with Hamara Station Hamari Shaan initiative and beautifying the station through art.”
Mumbai: CRY – Child Rights and You, an NGO working to protect and honour the rights of children in India, in collaboration with Asian Paints took up the initiative of giving a makeover to Churchgate station. The effort was part of ‘Hamara Station Hamari Shaan’ India’s biggest beautification drive that is part of Daan Utsav, the Festival of Giving which kick-started on October 2.
CRY and Asian Paints took up the initiative to transform some of the ceiling columns, walls and 52 pillars of Churchgate Station into a stunning piece of artistic design. This was executed by 25 accomplished artists, alumni of Sir J.J. School of Art and part of Wallcano India, all generously offering their talent at no cost.
On October 2, CRY project children, donors, volunteers and employees also joined in the efforts to paint some walls of the station.
CRY believes that education is key to enhancing and enriching childhoods, and is one of the most important investments a country can make in its children. Hence, the theme selected for Churchgate Station is education, and CRY hopes that this issue will be highlighted for the thousands of commuters who pass through the station each day.
“We are thrilled to be part of Hamara Station, Hamari Shaan and to have transformed Churchgate station into a colourful and welcoming space that brings alive the all important issue of education for children. For the CRY family, it is our way of giving back to Mumbai – a city we have called home for over 36 years,” says Kreeanne Rabadi, Regional Director-West, CRY
Speaking on the occasion, Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd said, “We at Asian Paints have been constantly working towards promoting art and making it directly accessible to the public since last few years. We believe it is our utmost responsibility to add colour and create a vibrant and happy environment in India. Mumbai’s local trains are the lifeline of the city connecting millions of people every day and we are delighted to partner with CRY for the beautification of Churchgate station and bring more colour, beauty and joy to the everyday lives of the Mumbai commuter. We are extremely proud to be associated with Hamara Station Hamari Shaan initiative and beautifying the station through art.”
MUMBAI: OgilvyOne Worldwide has created a new twitter campaign aimed at raising awareness for the growing problem of child labour. Launched by Reliance General Insurance and children’s rights NGO Child Rights and You (CRY), the campaign is titled as #DONT_EMPLOY_LITTLE_ONES.
Attracting global attention, the campaign urges twitter users to tweet whatever they ordinarily would, but using only all caps and hence avoiding the usage of ‘little ones’.
Burzin Mehta, Group Creative Director, OgilvyOne said, “We are becoming increasingly immune to an issue that surrounds us all the time. Whether it’s a child who serves us tea at a tapri stall or delivers our daily newspaper. The ask of us was to raise awareness around the problem and we felt this very simple thought could probably do more. By getting people to engage with the message, it turns every tweet in all caps into an active statement of intent against child labour.”
MUMBAI: OgilvyOne Worldwide has created a new twitter campaign aimed at raising awareness for the growing problem of child labour. Launched by Reliance General Insurance and children’s rights NGO Child Rights and You (CRY), the campaign is titled as #DONT_EMPLOY_LITTLE_ONES.
Attracting global attention, the campaign urges twitter users to tweet whatever they ordinarily would, but using only all caps and hence avoiding the usage of ‘little ones’.
Burzin Mehta, Group Creative Director, OgilvyOne said, “We are becoming increasingly immune to an issue that surrounds us all the time. Whether it’s a child who serves us tea at a tapri stall or delivers our daily newspaper. The ask of us was to raise awareness around the problem and we felt this very simple thought could probably do more. By getting people to engage with the message, it turns every tweet in all caps into an active statement of intent against child labour.”
KOLKATA: After launching its nation-wide campaign ‘Vote for Child Rights’ election advocacy campaign in November last year, the Child Rights and You (CRY) has again attempted to look at the political parties’ manifestos from child rights perspective.
CRY which had launched the campaign in all major metro cities now aims to see whether political parties have given enough importance to issues related to children in promises made for the next five year.
Manifestos of 10 parties viz INC, BJP, NCP, BSP, CPI, CPI(M), SP, AIADMK, DMK and JDS were looked at from the framework of children’s Right to Survival, Development, Protection and Participation.
Some of the key quantitative findings say that only four parties out of 10 – BJP, CPI, DMK and CPI(M) have mentioned children/child rights issues in a separate section. While for rest of the parties it is mentioned in a scattered way mostly under headers like ‘Education’ and ‘Health’.
Average representation of content on children’s issues in 2014 party manifesto is around 11 per cent while in 2009 it was 9.75 per cent. “There is a marginal increase seen as far as quantitative representation is concerned,” the official added.
It further reveals that none of the party talks about the societal role and steps that need to be taken to ensure that children have their right to live, develop, and build their capabilities and interests. Also, none of the parties has looked at all/ different perspectives of child rights/ children’s lives.
CRY would love to ensure that political parties and people in power take heed to ‘Putting Children First’ always among other agendas and give top priority to children’s issues and commit to changing the situation of children in our country.
The manifesto was based on CRY’s in-depth analytical report ‘Status and Trends in Child Rights in India-An overview of the Past Decade’, and covers the aspirations of children across the country. The report comprised of views of development thinkers and practitioners in the Child Rights arena and provides a detailed analysis of child rights indicators.
Speaking about the campaign, CRY (East) regional director Atindra Nath Das, said, “Vote for Child Rights campaign is our way of ensuring that there is political will behind our justified demand to protect Child Rights. It is imperative that the best interest of the child be put at the centre of all policies, legislations and practices, and the Vote for Child Rights campaign focuses on that solely.”
“This is our attempt to remind politicians and governments in power that it is their obligation to undertake all measures in protecting and promoting child rights,” Das concluded.
