Mumbai: Communicate India, India’s leading brand solution company recently collaborated with ‘JEANS FOR REFUGEES’, a charity drive that raises funds for the International Rescue Committee as exclusive media/ PR partners for the Indian market.
As a part of the mandate, Communicate India is helping Johny Dar, the American artist and fashion designer behind ‘Jeans for Refugees’, to mark his presence in India through tactical media communication. The mandate entails strategic planning and leveraging communication across key media as well as getting on board leading Bollywood celebrities for brand collaborations.
When a celebrity donates a pair of jeans, they are hand-painted by Johny Dar and transformed into a unique and exclusive work of art. The pieces are then exhibited and auctioned to raise funds for the International Rescue Committee – an organization that aids refugees and people whose lives are shattered by conflict and disaster.
With support from over 100+ international celebrities including Ryan Gosling, Elton John, Salma Hayek, Sharon Stone, Cameron Diaz, Naomi Campbell, Victoria Beckham, and Emma Watson, the artist has plans to collaborate and call for participation across India’s diverse portfolio of celebrities. The initiative already had sports star- Saina Nehwal and actor Randeep Hooda, as participants, before it entered the Indian market. The main aim of exploring India is to extend a collaborative arm towards the gamut of the exceptional names from the country.
Speaking about the initiative, Akshaara Lalwani, Founder, and CEO of Communicate India said, “Good values and good business go hand in hand. Through this campaign, our purpose is to go beyond the technicalities and delve into building a personal connection with the audience so as to fashion a positive change. We are proud to collaborate with JFR for an initiative that has already touched innumerable hearts and minds worldwide and are looking to create a similar galvanizing effect in India.”
On being associated with Communicate India, Johny Dar said, “It’s been an absolute pleasure working with Communicate India, and through them with prominent publications of India. We have been sincerely inspired by their dedication to communicating the depth and breadth of the initiative with an original and personal approach, and by sharing our message and work with the Indian audience at large. It is partnerships like this, that upholds our vision of equality, inclusivity, and teamwork, which make ‘Jean for Refugees’ into a global movement, bringing us all closer to a brighter future.”