Mumbai: Gozoop, one of India’s leading digital-first integrated communications companies, through its do-good ecosystem 1SmallStep Foundation has launched #DontBeACarelessKhajur to urge Indians to not let their guard down as India reopens amidst the record spike in the number of COVID-19 cases.
Many have misconstrued India reopening to a reduced degree of risk. It has been noticed that a sense of caution fatigue has set in. As a nation, we are bordering record 100K new COVID-19 cases and 1,200 deaths every day. The truth is that the risk of contamination is higher than ever.
To address this, 1SmallStep Foundation joined hands with 5 rap artists to create a multilingual rap song – Don’t Be A Careless Khajur, that cautions the people of India to be careful and prudent as they resume normalcy. The rap song has 5 different artists rapping in 6 different languages, namely Hindi, Gujarati, Marathi, Malayalam, English & Hrangkhawl. The song’s video is available on 1smallstep’s social media pages.
1SmallStep foundation also runs an employment program where women of slums are hired to make cotton masks. The Foundation will be donating 100 of these masks for every 10,000 views / listens and 1000 mentions #DontBeACarelessKhajur. The song across social media channels:
Harsh Pandya from 1SmallStep Foundation said “While our foundation primarily serves the slum communities of Mumbai, we felt it was important to raise nationwide awareness on the caution fatigue that is setting in. Amongst all countries, India has recorded the highest number of new cases per day. Through this rap song, we hope and attempt to urge caution in the streets and gullies of India. Corona kokarnahai gully se saaf!”
Amyn Ghadiali, VP – Business & Strategy, Gozoop said, “While the issue in hand is a serious one, we believed a quirky tonality would best resonate to deliver the intended message of caution. Hence we went with #DontBeACarelessKhajur. It is heartening to see the response and resonance the campaign has already received in the first few hours of the release. If this campaign tangibly persuades people to be more prudent, it will fulfil me as a marketer, as an Indian, as well as a human being.”
In addition to #DontBeACarelessKhajur, 1SmallStep Foundation’s volunteer has served the slum clusters of Dharavi, Mahim West / Mahim Kabristan, Worli Koliwada, Navy Nagar and Napean Sea Road Coastal slums in the lockdown period. The Foundation also launched a mental wellness initiative in association with BookMyShow called Humour & Humanity, which featured prominent personalities such as Boman Irani, Johny Lever, Atul Khatri and RJ Malishka.
