Imagica’s Share The Joy initiative makes it to the Limca Book of Records

Imagica’s annual philanthropic initiative, Share The Joy, involving the collection and distribution of books and toys among the less privileged section of the society, has entered the 2019 edition of the prestigious Limca Book of Records as the Largest Collection and Distribution of Toys Drive in India.

Imagica’s Share The Joy initiative germinated from a simple idea and vision of spreading joy and happiness among the underprivileged kids of the society.

The first edition of Share The Joy initiative was successfully implemented by Imagica in association with the NGO Child Rights & You (CRY) in December 2017. Having a clear objective of sharing the joy and putting a smile across children, a school outreach programme for the collection of toys was initiated during the holiday season. For every toy collected from the schools, Imagica matched it with a new toy of its own. Collective endeavor resulted in collection and distribution of 3460 toys among kids such that Share The Joy’s first edition found a special mention in 2019’s, Limca Book of Records. Recognition of this commendable feat as the Largest Collection and Distribution of Toys Drive has not only magnified the initiative’s significance but also doubled the happiness quotient.

Taking forward the promise to spread delight and joy coupled with the success of the first edition resulted in  the second edition in December 2018 which was a book donation drive primarily aimed at making learning fun for underprivileged kids.

The second edition too turned out to be a huge success thanks to the extraordinary generosity and overwhelming response received from schools. This time around, students were urged to donate storybooks to kids in need. At its end, Imagica too donated one activity book for each storybook collected from their line of children’s products.

In totality, more than 3260 books collected through a collaborative effort from 11 schools across Mumbai, Pune, and Imagica. Books were proportionately distributed to CRY supported projects and pediatric wings of hospitals engaged in serving kids of underprivileged communities like Bai Jerbai Wadia Hospital for Children, B. Y. L. Nair Charitable Hospital and Lokmanya Tilak Municipal General Hospital in Mumbai and Vatsalya – Mother & Childcare Hospital, Pune.

Both editions have achieved the primary purpose of helping and spreading happiness amongst less fortunate children. Additionally, it has also helped create awareness among school kids,  instilling in them the spirit of giving and  thinking of others which are important ways to help them grow into productive and loving members of the world.

Speaking about the initiative, Mr. Dhimant Bakshi, Jt. CEO, Imagica shared “Imagica has created an identity of its own across all age groups as a source of joy and happiness for fun-loving families and individuals. Share The Joy aims to take the concept of joy to a broader level by adding a socially responsible cause associated to it. This initiative went beyond being just a happiness drive by not only witnessing a record-breaking response in the first edition and being featured in Limca Book of Records but also receiving the equally overwhelming and thrilling response for the second edition too. The engagement for this program allowed others to help direct our giving and enabled us to make a meaningful contribution. It’s encouraging to see the passion, dedication, and generosity demonstrated year-on-year by all the participating schools and CRY who are an integral part of making this initiative a huge success.”

Welcoming Share The Joy initiative, Ms Kreeanne Rabadi, Regional Director, CRY –West said, “Imagica has created a wonderful way to enable people to take action for children, and to spread the message that all children deserve to be happy, regardless of their background. CRY has for the last 40 years been instrumental in enhancing the lives of children and it is so motivating for us to join hands with Imagica taking this vision forward.” 

Extending the initiative’s scope, Imagica has undertaken a fundraising activity on its website requesting a voluntary collection of Rs.10 per transaction, proceeds of which will go towards supporting children’s education centres, supported by CRY.


News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing