OLX.in asks people to donate for the needy mothers

The campaign urges people to donate their personal belongings and items they don't require to financially needy mothers.

OLX.in, the consumer to consumer (C2C) marketplace for used goods, has launched a campaign around the occasion of Mother's Day. Called 'Every Mother Counts', the campaign urges people to donate their personal belongings and items they don't require to mothers belonging to the economically backward section of society.

The campaign has been designed by Value 360 Communications and has been launched across Delhi, Mumbai, Bengaluru and Kolkata. As a part of the campaign, OLX will collect these donations in kind from the donors' home or preferred location and gift wrap them for distribution to families who need them the most in shelter homes and slums across these cities.

Donors can either register themselves on the website EveryMotherCounts.in to donate products or express interest to donate by sending a simple text on the number which is specific for the city.

OLX.in has also partnered with Cafe Coffee Day and Big Bazaar across all four cities to set in motion the gift collection process. People can also insert donation leaflets in drop boxes placed in CCD and Big Bazaar outlets across Delhi, Mumbai, Bengaluru and Kolkata.

Once the gifts are collected, the distribution of the gifts to the special mothers will be conducted throughout the Mother's Day week (May 6-12). People who have donated products can also join hands with OLX's team to further the social activity.

Speaking about the initiative, Amarjit Batra, CEO, OLX.in, says, "Being a leader in the online classifieds space, OLX.in acts as an influencer and provokes every individual to share a human aspect. We want every kid to believe that his/her mom is a Super Mom and let mothers experience the joy of being a mom by gifting them products which they would cherish forever. We further plan to come up with some more unique initiatives to strengthen the mother-child relation in the lower strata of society."

According to the company, the campaign has been conceived in order to position OLX.in as a socially responsible brand. The campaign has been integrated by using marketing communication tools like radio, live media, print ads, social media and public relations to create awareness on the inception of the social campaign.

In December 2012, OLX.in had launched a new television commercial, which tried to assure viewers that what they see on the website is what they will get. The campaign was conceptualised by Saatchi & Saatchi and the TVC targeted urban, affluent, middle and upper middle class consumers. In March 2013, OLX.in parted ways with Saatchi.