IDBI Federal Transforms Sion-Dharavi T-Junction to Bring The Street Store to Mumbai

Marketing | March 29, 2017 | News

IDBI Federal Life Insurance The Social Street

The Street Store is the World’s first rent-free, premises-free, free pop-up clothing store for the homeless. First held in South Africa, it was a concept lauded by the media and the people alike. With minimum infrastructure and resources, the Street Store provides a platform to donate and to receive, that too, with dignity.

Launched in 2014, the Street Store initiative has been conducted across 33 other cities in the world. In Mumbai, IDBI Federal Life Insurance has resolved to further the cause.

Speaking on the occasion, Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance said, “As a brand, IDBI Federal believes in empowering individuals to create the life and lifestyle of their choice. This philosophy reflects in everything that we do- right from our support for mass impact sports like marathons to supporting the community we operate in. The Street Store initiative is truly emblematic of our brand philosophy.”

“At IDBI Federal Life Insurance, we believe every person has a right to the necessities in life. Our association with ‘The Street Store’ is just one step towards this direction,” he added.

As a run up to the initiative, collection boxes were put up at key strategic locations such as Corporate Offices and Malls where people could donate clothes a week in advance. These were then collected, sorted and hung up neatly on cardboard stands to create the “aisles” in the stores, making it easy to set up shop anywhere. The cardboard stands are also imprinted with clothes hanger prints, doubling as fashion displays like in commercial shops.

IDBI Federal Life Insurance had partnered with some of their key associates and used their Twitter and Facebook handles to promote the event. They also set up OOH displays near drop-off points, and distributed flyers to ensure the message reached the maximum number of people.

Finally, on the March 5, the busy Sion-Dharavi T-Junction was transformed into an eclectic store where people came and chose what they wanted. The volunteers later gave the people their clothes in a special bag.

Over 1000 people benefitted from the collection of clothing, footwear and other donated items.

Some of the other partners of the initiative are LEO club, The Social Street, Law & Kenneth | Saatchi & Saatchi, Reliance Entertainment, Rediffusion Y&R, Mudra, Birla Finance, and Goldmine Advertising.

Over 1000 people benefitted from the collection of clothing, footwear and other donated items.

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