How Gala’s #WhyJustCleanHome campaign encouraged citizens to make strides toward cleaning their surroundings
Brand Introduction
Freudenberg Gala Household Product Pvt. Ltd. is a leading manufacturer and distributor of home cleaning tools in India. For over three decades, Gala has been a pioneer in launching innovative cleaning tools and is present in pan India via all leading modern trade outlets and distributed in the general trade/grocery stores via a network of more than 300 distribution partners. The brand is a trusted partner of homemakers for clean, germ-free, and happy homes.
Problem statement
Culturally, people clean their houses during Diwali to welcome the Goddess of Prosperity. However, they don’t realize that their surroundings are equally important, and the garbage cleaned from homes is often inappropriately discarded on the roads or public spaces oblivious to the fact that one’s garbage is one’s own responsibility.
Hence, while homes are made ‘Diwali-ready’, the city is left behind. Gala converted this behavior into an opportunity through the #WhyJustCleanHome initiative.
Objectives
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. The campaign aimed at a mindset transformation to achieve a constructive behavioral shift to take place.
Plan of execution
Gala leveraged the cultural momentum provided by a combination of the festive occasion and the new desire to become a more civic-minded consumer to entice citizens into action.
The Call-To-Action ‘Why Just Clean Home?’ invited people to participate to make their cities ‘Diwali-Ready’ and Instagram-ready. Creating a multicity-wide experience where Mumbai, Kolkata, and Bangaluru citizens could collectively bring out a positive change impacting their cities and in turn, lives.
Radio Mirchi and News 18 network were brought on board to maximize the reach of the message and encourage optimum participation in supporting the cause.
Execution/Approach
Citizens were encouraged to call in, write in or share on social channels the areas which needed to be cleaned for the festival. RJs, celebrities, and influencers lent their voice to the campaign, calling out for participation through broadcast and social platforms.
As people started sharing the locations, the “Gala Shine On Squad” landed up at the spot to help them clear the garbage and make the area clean again. At every location, the teams created unique rangoli art on the cleaned-up floor and placed fun placards discouraging any further littering.
Localities were cleaned and furthermore showcased by their residents on digital and social media, creating a friendly-competitive mood for festive cleaning.
Radio Mirchi RJ’s announced the initiative during their shows and appealed to the audience to join hands to make it a success.
To heighten the engagement rate, the RJs made transition reels and promoted the same on their Instagram pages as well.
The brand also partnered with News 18 network to amplify the initiative and reach a greater number of people to achieve the ultimate goal of behaviour change towards appropriate waste management.
Results
2022 marked the 3rd year of this initiative, and a commendable 22 tons of garbage has been cleared off the streets from these 3 cities across 30 locations in just 2 days. The waste was further segregated into Dry and wet and handed over to local municipal bodies for further treatment.
People made transition reels and even celebrities joined the initiative. On social media, the reels received more than 1.5 million views and more than 22,000 engagements with people showering love for the brand and the initiative.
Talking about the campaign, Jatin Gala, CEO, Freudenberg Gala Household Product Pvt. Ltd. said, “To bring about a much-needed behavioral shift in our country regarding waste management, Gala is leading by example. The onus to develop and bring about sustainable change lies with each and every citizen and we are providing a platform to them for the same via our Why Just Clean Home initiative.”
Aishwarya Subramanian, Marketing Director, Freudenberg Gala Household Product Pvt. Ltd added, “We have chosen to stay committed to our brand purpose of taking cleaning beyond just our homes. We believe that such initiatives encourage citizens to have a heightened sense of hygiene and this will result in a successful Swachh Bharat mission.”