The COVID-19 pandemic has caused unprecedented challenges in India as well as globally and has adversely impacted many. It has been particularly harsh on migrant workers.
Platinum Guild International India has joined hands with Oxfam India to launch the Platinum Season of Hope initiative.
This initiative will impact 4500 families, approximately 22,500 individuals over a period of three months. The relief package includes three key components daily meals/food essentials, sanitary kits as well as a direct transfer component for essential non-food supplies. The initiative will be spread across West Bengal, Jharkhand, Odisha and Bihar.
Vaishali Banerjee, Managing Director, PGI India, said, “At PGI, our desire is to give back to the community and be a glimmer of hope for the very people who hold our ecosystem together – the migrant workers. We are honoured to be associated with Oxfam India to launch this initiative. It was in fact this cause & purpose that was at the heart of us calling it the Season of Hope. This pandemic has taught us to be grateful and has brought about a renewed sense of appreciation. Through this initiative, we aim to spread that sense of thankfulness, going back to the values & emotions that spark a sense of optimism”
PGI will also extend the Season of Hope into a retail activation which will be carried out in across PGI’s retail partners’ 1200 stores. It hopes to capitalise on the positive sentiments brought on by the festive and wedding season.
The consumer and trade marketing program will focus on digital and social platforms as well as on e-commerce. It will integrate all three of their branded categories — Platinum Days of Love, Men of Platinum, and Evara in the initiative.