#BorosilJoyofGiving Empowers Twitter Users To Help Underprivileged Children

'Borosil Joy of Giving’ campaign on social media will donate Rs. 25 for every tweet made with #BorosilJoyofGiving for the cause of underprivileged children


Social media lends itself to a variety of purposes; the most often used one being for the collection of ideas or to raise funds from people over the globe. A recent campaign by Borosil seeks to leverage the collective power of social media to generate funds for the upliftment of underprivileged children.

Borosil, one of India’s most popular name in kitchen glassware, has launched the ‘Borosil Joy of Giving’ campaign on social media, where Twitter users will be able to make a difference to children’s lives through their messages. For every tweet one sends out to Borosil’s Twitter handle (@borosilandyou) using the campaign hashtag #BorosilJoyofGiving, the brand will donate Rs. 25/- towards the cause of underprivileged children.

Developed and executed by digital media agency, Social Kinnect, the campaign aims at generating a sizeable charitable donation through the ‘My Borosil Joy of Giving’ microsite and social media activities. So far #BorosilJoyofGiving has received over 257 tweets in support, amounting to a total donation of Rs. 6425. As seen in the screenshot above, the dynamic microsite displays the number of tweets made and amount collected in real time. Listed below in the microsite are the tweets made with the required hashtag.

Spreading the word through social

On Twitter, the brand has been connecting with related organizations and influential people to help spread the message. Tweets are creative in addition to being informative and accompanied by visuals.

The Borosil Facebook page with its more than 61K strong fan base, has been bracing fans with messages on the joy of giving. A brand new cover photo announcing the campaign invited its Facebook fans to tweet using the hashtag. This was followed by informative visuals on how it works and facts about the state of children’s education in India. A ‘Joy of Giving’ app has also been created on the Facebook page, which upon click leads one to the campaign microsite.

Pay with your tweets

The last year has seen quite a few brands collect funds with the help of tweets. Tata Tea’s flagship campaign ‘Jaago Re’ had launched #Tweet4Change where the brand donated Rs. 100 for every tweet made in support of an NGO working towards women causes.  Operation Smile India, a charity that provides free cleft treatment, had launched a month-long Twitter campaign that asked users to tweet with #CleftToSmile using a simple logo :{to:). Along with fund raising, the idea was also to raise awareness on cleft and to reach out to the decision makers in the government.

Twitter serves as the right medium for such activities and social media the right tool for brands to tell their stories. In the later phase of the #BorosilJoyofGiving campaign, social networks will showcase how Borosil is contributing in building the life of the underprivileged children. And, the community is aware of where its funds are being used!