Why is this work relevant for  Outdoor and Experiential 

‘Handful of Happiness’ is a heart-touching experience that became a new medium for the elderly at old-age homes to celebrate Holi with their well-wishers and families amidst COVIDrestrictions.

Holi is an Indian festival where loved ones adorn each other with colours. But the pandemic isolated everyone, and the elderly felt lonelier than ever.

Surf Excel partnered with HelpAge India and contacted families and well-wishers of the       elderly to personalize white t-shirts with their colourful handprints.

These mediums of affection were delivered to the elderly as hampers to celebrate Holi with loved ones, as if in person, despite the distance.

Background

Amidst the isolation and missing social and emotional connection that has been a result of the pandemic, certain segments of society like our elderly in old-age homes have been especially impacted. Due to their vulnerability, the families and well-wishers who used to visit them before the pandemic were restricted from meeting them. Festivals dampened their spirits further making them feel almost forgotten.

Holi is India’s most intimate festival. Every festival involves exchanging presents and greeting cards, but the true essence of Holi lies in applying colours by one’s own hands to their loved ones. But amidst the pandemic restrictions, how could we help colours travel the distance when hands couldn’t?

Surf Excel, India’s leading detergent brand, believes that in the process of doing good, if clothes get dirty, then ‘Dirt is Good’. With this ethos, how could we help the elderly celebrate Holi with their loved ones despite the distance?

Creative Idea

Surf Excel, India’s leading detergent brand, believes that in the process of doing good, if clothes get dirty, then ‘Dirt is Good’. So, for this Holi, we decided to get some clothes ‘dirty’.

Partnering with HelpAge India we contacted families and well-wishers of elderlies, to bring alive Holi in the new normal. Capturing the festive emotion of applying colours with one’s own hands we got them to personalise white t-shirts with their colourful handprints as if they were present in person to apply colours. Turing simple t-shirts into a medium of affection, we helped colours travel the distance when hands couldn’t.

These t-shirts were packed along with organic colours, balloons, selfie-props, a festive playlist, and a personal note to truly bring alive the festivities. We delivered this ‘Handful of Happiness’ to old age homes across India for the elderly to experience familial warmth and belonging, making Holi complete for them.

Strategy

We knew due to their vulnerability, the families and well-wishers who used to visit the elderlies at old-age homes before the pandemic were restricted from meeting them. We realised only a gesture from them would bring in familial warmth and a sense of belongingness to create a difference in the life of the elderly. Our challenge was to bring alive the festivities of Holi considering social distancing norms and the vulnerability of the elderly.

The easiest thing would have been to send out pleasantries, greeting cards, and organise video calls. But Holi is India’s most intimate festival and its true essence is in applying colours by one’s own hands to their loved ones.

We planned to reimagine the experience of celebrating Holi by the act of applying colours to loved ones with ones’ hands as if in person, despite the distance.

Execution

Partnering with Help Age India, an NGO for the elderly, we identified and contacted family members and well-wishers who visited and spend time with the elderly at old-age homes before the pandemic. Bringing them on board, they personalised white t-shirts with their colourful handprints to create a new medium to celebrate Holi in the new normal. With no two t-shirts being the same Holi couldn’t get more personalised.

With our ‘Handful of Happiness' we reached out to old-age homes to deliver a sense of familial warmth and belonging. Our efforts brought alive Holi in an unimagined manner in the new normal, spreading smiles across the faces of the elderly after almost a year of isolation

We even listed the hampers on Dunzo – an online delivery service. Grandchildren used this to send their ‘Handful of Happiness’ to their grandparents. Celebrities and influencers also joined this new wave of celebration.

Results

The campaign garnered more than 63 million social media impressions with 94%Positive Sentiments and earned PR more than 1.1 million dollars.

But most importantly, it united the elderly with their loved ones in a vibrant celebration, from the safety of their homes. Bringing smiles across the faces of the elderly after almost a year of isolation.

Why is the work relevant for social good?

Amidst the isolation and missing social and emotional connection that has been a result of the pandemic, certain segments of society like our elderly at old-age homes have been especially impacted. Families and well-wishers who used to visit them before the pandemic were restricted from meeting them.

Given the risks associated with traveling and socializing, and the increased vulnerability made the elderly more isolated and lonelier than before. The stress of being at high risk has added to their anxiety and depression, taking a toll on their mental health. Festivals dampened their spirits further making them feel almost forgotten.

At times like these, our ‘Handful of Happiness’ - a simple gesture of personalised handprints from their well-wishers and families delivered a sense of familial warmth and belonging and spread a smile across the faces of the elderly after almost a year of isolation.