By Devina Joshi
Advertising

It’s time for Frooti to do some CSR work

Frooti is the latest brand to jump onto the corporate social responsibility bandwagon

Frooti, Parle Agro’s mango drink brand, has decided to enter the corporate social responsibility (CSR) arena. The 23 year old brand has unveiled the Frooti Foundation, a CSR initiative to give the less fortunate a chance to experience true mango moments.

This will be done through activities such as Aam Baatne Se Badhta Hai and Alms for Aams.

Aam Baatne Se Badhta Hain is an activity in association with Radio One, wherein the listener calls in and shares his most memorable mango moment. For every experience that is shared, Frooti Foundation will donate a carton of Frooti to an orphanage. The Frooti Foundation has tied up with NGOs such as the Akanksha Foundation in Mumbai and Udavum Karangal in Chennai.

It’s time for Frooti to do some CSR work
Under the Alms for Aams programme, Crystal Mango donation boxes are placed at malls and retail outlets in various cities. The collected funds and Frooti packs worth an equal amount will be donated to orphanages. The Frooti Foundation also plans to have a Crystal Mango bus to take underprivileged children to the Frooti Factory for industrial visits. There are plans to plant mango saplings as well. The Frooti Foundation has launched a website, www.frootifoundation.com, to provide more information on the activities. The website will be live soon.

Speaking on the sudden need for a CSR initiative to “give back to society”, Nadia Chauhan, director, marketing, Parle Agro, says, “This is not just a seasonal initiative, but a long term property adopted by the brand in an effort to reach out to various sects of people, particularly the youth.”

It’s time for Frooti to do some CSR work
The Frooti Foundation web page
Frooti is not the first to have gone down the CRS way in recent times. One may recall last year’s Jaago Grahak Jaago campaign for Tata Tea, which culminated in a social awareness site for the public, www.jaagoindia.org, on which people could share, discuss and find solutions to their problems in society. HSBC rolled out yoursolutions.co.in to find solutions to environmental and other such issues.

A while ago, P&G tied up with CRY and Sony Entertainment Television to launch Shiksha, a public service initiative for educating underprivileged children. On buying a P&G product, some proceeds would go towards that cause.

Coca-Cola India has been involved in water conservation and environment management initiatives for a while. The company has commissioned more than 320 rainwater harvesting structures in 17 states in the country, apart from rejuvenating traditional water bodies such as the 400 year old historical Baawdi-Sarai Baawdi and Kale Hanuman Ki Baawdi in Rajasthan.

Have news to share? Write to us atnewsteam@afaqs.com