In the face of the current challenging times, numerous unsung heroes continue to work relentlessly. It’s the behind-the-scenes efforts of farmers, truck drivers, factory workers, salespeople, retailers, and delivery executives that has ensured that millions of consumers continue to receive consumer products every day across the country. Recognizing their dedication and commitment LAY’S has rolled out a special initiative for these unsung heroes and has partnered with Smile Foundation to provide hygiene kits to over 40,000 families.
These hygiene kits contain masks and sanitizers, to support these heroes as they continue to work hard in these unprecedented times. This association comes at the back of the brand’s recent campaign, aptly titled #Heartwork, a heartfelt and emotional ode to each such hero.
Santanu Mishra, Co-Founder and Trustee, Smile Foundation said, “Smile Foundation is happy to partner with LAY’S on this initiative of providing Hygiene Kits to the community. Having worked in the field of health for over a decade now, we realize the importance of raising awareness around the problem of sanitation among the people working the industry supply chain. They have been the unsung corona warriors, who have been working constantly despite the challenges. If they are healthy, the whole chain stays active. We urge people to support us, support them.”
Expressing his thoughts on the association, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India said, “This association with Smile Foundation, our NGO partner, is an extension of our gesture to express sincere gratitude towards farmers, truck drivers, retailers, and all other unsung heroes. Despite facing numerous hurdles, these heroes have continued with their daily jobs relentlessly and brought joy to millions of consumers across India. Our initiative is just a small effort to thank them for their heartwork.”
Call to Action…We all need to come together lays and Smile Foundation are also calling out to people across India to support this special initiative by contributing to the #Heartwork of all these unseen heroes. A special microsite theheartwork.support has also been created to channelize contributions towards this program. The association also aims to mobilize participation from partners across the industry to come together for this cause.