MullenLowe Lintas Group
Tue, 26 May 2020 16:46:34 GMT
The frontline workers, healthcare professionals, sanitation workers, essential service providers have all stepped forward to serve the society during these critical times. Needless to say, any attempt at helping them in the endeavour will never be enough. Walkaroo from U4ic (Euphoric) International, a VKC group company, has always encouraged people to keep walking, literally and metaphorically. In light of the current humanitarian crisis, the brand has taken a step forward in being socially responsible.
Conceived by Lowe Lintas, #WalkForGood is the brand's purpose in action. It aims to help the young and restless Indians who are consumed by progress relentlessly even if the destinations are far; thinking about ‘what next’ to do during this state of lockdown. Walkaroo's initiative helps them make the best use of lockdown, while also helping them do good. Primarily aimed at young males, either college-going or first-jobbers, #WalkForGood allows them to do good in their capacity and contribute to society. The users have to simply upload a picture of their step count with Walkaroo '#WalkForGood' while doing household chores, workout or any activity. For every 2,500 steps, Walkaroo will donate a pair of shoes to the country's frontline heroes fighting for our safety.
Noushad Veluthedath, managing director, VKC Group, said: "We have always believed in inclusivity and contributing to the society at large. These are very hard times and it is our belief that when we grow, society should also benefit from it. So when the team at Lowe Lintas presented this idea, it was a natural fit with our brand philosophy and company ethos. This idea sits on the sweet spot of 'Do good' and staying true to our brand Walkaroo brand promise 'Stay Restless'."
Talking about the initiative, Subramanyeswar S., group chief strategy officer, MullenLowe Lintas Group, said: “Led by its distinct Brand Stand ‘Feet feel restless when they are rested,’ Walkaroo is the brand that places what it cares about at the heart of what it does. With this initiative, it once again walks the talk and inspires its believers to do the same for a genuinely worthy cause.”