Joy of Giving - Marketinh for a Cause

Abstract

Abstract by Sanjeev Varshney, Angshuman Ghosh & Puneet Aggarwal The Joy of Giving Week (JGW) organized by Give India Foundation was a nation-wide movement. It engaged millions of people and more than 1500 institutions across India. The idea was to create a 'festival of philanthropy' and hence the name "Joy of Giving". Year 2009 was just the beginning and with JGW being celebrated every year, give lndia hopes that over the years, this 'act of giving' becomes a part of the Indian ethos. The "Joy of Giving Week" event stands for and aspires to achieve: "ways and means to reach out to someone less privileged - by donating money, volunteering time, providing your skills or even just saying a kind word to someone who may not have expected it from you." The movement was planned and rolled out in a big way during the week starting on September 27, 2009 and could integrate people from all walks of life in more than one way. It was able to reach the needy and poor this time but still has to go a long way to make it an everyday affair and getting itself integrated into the ethos of the well-to-do Indians.