MagicBricks.com turns billboards into blankets for the homeless

The initiative is being executed in association with a Delhi-based NGO, Uday Foundation.

The Times Group's online property portal, MagicBricks.com has launched an initiative to help the poor braving the harsh and unforgiving winters on Delhi's streets. With no means of keeping themselves warm, every year many homeless people lose their lives due to intense cold in the national capital region.

But this time, MagicBricks has come up with an innovative solution to this problem which involves recycling of flexes used for the brand's outdoor advertising. These flexes are transformed into warm and waterproof sleeping bags called 'Magic Bags' by lining them with blankets on the inside.

The initiative is being executed in association with a Delhi-based NGO, Uday Foundation. Founded in 2007, Uday Foundation works to improve the lives of children with medical needs. Its stated mission is to ensure dignity for the homeless.

The brand has also put up a video on YouTube to promote the campaign.