Joy Of Giving



Ed-a-mamma is known for its numerous endeavors toward the welfare of the environment, with respect to conscious clothing. Taking a step further in the field of CSR, Ed-a-mamma gave birth to the ‘Joy Of Giving’ initiative two years ago which revolves around the ideology of sharing. As an integral part of the initiative, the brand introduced a #Buy1Give1 activity wherein they donated a piece of clothing to a kid in need for each piece of garment purchased from the website.

Objective & Challenge:


The primary objective was to spread the word about the initiative to a maximum number of people and drive the audience to Ed-a-mamma’s official website. However, the main challenge was crafting a campaign that would stand out from the clutter and resonate with what the brand stands for and invokes a spirit of giving among the audience.

Creative Solution:


The festival of Christmas is all about sharing and spreading smiles and so, we leveraged the holiday spirit to invoke the feeling of providing little kids with the Gift of Joy. We joined hands with an NGO- ‘Help Box Foundation’ to gift smiles to special children.

Strategy & Execution:


This Christmas we provided our audience with an opportunity to be someone’s ‘Secret Santa’!
To spark the conversation, we sent out empty boxes to influencers with a note for them saying, ‘We gifted this apparel to someone who needs it!’ Collaborating with Helpbox Foundation and leveraging our social media presence, we encouraged people to buy clothes from Ed-a-Mamma’s website and do their bit to spread a little festive cheer. With an interactive approach, we spoke about our #Buy1Give1 gesture and to keep the conversation going, we asked the audience their thoughts on sharing. We concluded our campaign on a sweet note by capturing the cherished moments that brought smiles to the kids’ faces.

Impact OR Results

  • On Instagram, we had 4.3% of growth in 1 month.
  • A cumulative reach of 107K, an impression of 114K with 4.5K engagements was garnered.
  • By the end of the campaign, we managed to donate 3500+ pieces of clothing to the HelpBox Foundation

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