Communicate India collaborates with ‘Jeans for Refugees’

21 Jul,2020

By A Correspondent


Emerging PR agency Communicate India has collaborated with ‘Jeans for Refugee’, a charity drive that raises funds for the International Rescue Committee as exclusive media/PR partner 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 notables for brand collaborations.


When a celebrity donates a pair of jeans, they are hand-painted by Dar and transformed into a work of art. The pieces are then exhibited and auctioned to raise funds for the International Rescue Committee – an organisation that aids refugees and people whose lives are shattered by conflict and disaster.


Speaking about the initiative, Akshaara Lalwani, Founder and CEO, 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 connect 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 galvanising effect in India.”


Added Dar: “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.”



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