Mumbai, 18 November 2021: Freudenberg Gala, India’s leading household cleaning tools company helped clean 10000+ kg garbage from Mumbai, Bangaluru, and Kolkata this Diwali with their #WhyJustCleanHome initiative. #WhyJustCleanHome is an inter-city, multi-location initiative which entails purging the city of litter.
Encouraged by the success and civic impact of the campaign during Diwali 2019, Freudenberg Gala along with Initiative India took this unique consumer connect program to 3 metro cities in its second phase this year.
The drive took place in the first week of November 2021 with customized Gala Shine On Squads deployed on-ground across the 3 cities.
Driven by India’s longstanding tradition of making homes clean and Diwali-ready, Gala’s #WhyJustCleanHome initiative is a step towards ensuring the cities are not left behind. The campaign sought to transcend the boundaries of ‘home’, beyond the 4 walls one resides in and encourage citizens to make strides towards not only cleaning their homes but also their surroundings.
Scaling up the efforts towards a litter-free community, Gala partnered with Radio Mirchi to announce the initiative and urged participation from citizens via pictures of locations that required cleaning. Gala Shine On Squad cleaned the locations and followed up with unique Rangoli art on the cleaned spots to discourage further littering.
The initiative had the participating cities competing to collect maximum waste that was then weighed on the #WhyJustCleanHome Tarazu (weighing scale) set up across locations. Bangaluru emerged as the winner with maximum garbage collected.
Localities were cleaned and showcased by their residents and Gala on social media creating an inspiring mood for festive cleaning. The activation was also featured by regional news channels.
Aishwarya Subramanian, Director – Marketing, Freudenberg Gala Household Products Ltd. said, “While we never neglect the cleanliness of our homes and personal spaces during the Diwali season, the same cannot be said for our surroundings. This neglect is a rising concern and is what we sought to tackle with the #WhyJustCleanHome initiative. Safeguarding our surroundings is everyone’s responsibility and, we are making great strides towards the same. We are overwhelmed with the response received for the 2nd consecutive year as it further cements our vision of bringing about constructive change in society through our brand.”
Dhirendra Singh, Senior Vice President – Business, Initiative India said, “Festivals are a deep-rooted emotion in our culture that we utilized to create another emotion – that of ownership and responsibility towards one’s city via the #WhyJustCleanHome initiative. With this culturally driven engaging activation, we are looking forward to enhancing the love and relevance for brand Gala in a low involvement commoditized category.”