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Education Girl Child Partnerships Smile

Made with Love, Shared with Purpose: Lakshita x Smile Foundation

The crisp November sun streamed softly through the large windows of the Lakshita factory, casting a golden glow over the room. Tables were neatly set, colourful bits of fabric lay scattered like little confetti, and the air buzzed with excitement. This wasn’t a regular day at Lakshita. It was a day when fashion met purpose and creativity became a bridge between hearts.  As the girls from the Smile Foundation’s education centres walked in, their eyes widened with excitement. Bursting with energy and curiosity, they looked around in awe at the swatches of embroidered fabric, sequins, threads, and beads that surrounded them. The Lakshita team greeted the children with warm smiles and open arms, ready to spend a day not just making things, but making memories.  

Children’s Day- Weaving Smiles

The day began on a heartwarming note, with songs and laughter filling the room. The children’s voices echoed through the factory, as they sang along to cheerful tunes. They also sang “Empathy” – their own anthem of kindness and empathy; the lyrics spoke of the beauty of compassion and the strength that comes from caring for each other – a message that resonated with Lakshita’s own ethos. Just as the brand strives to make life easier for women through thoughtful designs, the song reminds everyone that empathy lies at the heart of every meaningful creation. 

Once the children settled down, their hands began to move, hesitant at first, but then confident, almost instinctively.  Old fabric patches turned into colourful bangles wrapped in thread. Small pieces of lace became journal covers; buttons became embellishments, and mirrors became motifs of joy. The room echoed with laughter, soft chatter,  and the occasional joyful exclamation, as the children proudly showed off their creations to each other.  

Lakshita’s team encouraged the children to embrace the joy of sharing. Every girl was asked to share a strip of fabric with her friend, sparking renewed chatter as they exchanged ideas and colours. Later, when they made bangles, they traded one of their creations with another’s. So, by the end of the day, each girl had a pair – one made by her and one by her friend! It was a simple reminder that creativity, much like kindness, grows richer when shared. 

As the day unfolded, it became clear that this was more than just a craft workshop. It was an exercise in empowerment, where every child’s creation carried a part of their spirit, a reflection of their dreams, resilience, and imagination. What began as a pile of discarded fabric was reborn through their touch into something beautiful and meaningful.  The tables filled with colourful bangles, handcrafted journals- transformed the room into a small gallery of joy with children walking around, admiring each other’s work and offering compliments. 

Joining the Lakshita team were Lakshita Kharbanda and Kabir Kharbanda, who spent time interacting with the girls. They shared stories, marvelled at the girls’ creations, and guided them in their projects. Their warmth and enthusiasm ensured that every child felt seen, appreciated, and inspired. The team clicked pictures and captured laughter over slices of pizza and juice boxes. 

By the end of the day, as the sun began to dip, the chatter slowly quieted down, and the room was filled with an unspoken sense of fulfillment. What had started as an initiative to reuse fabric scraps, had evolved into something much more profound – a celebration of creativity, compassion. And empowerment. 

For Lakshita, whose every endeavor is rooted in the vision of empowering women, this day was a living reflection of that purpose. Watching the young girls create with confidence and joy reaffirmed the brand’s belief that true empowerment begins when women are given the space to express, imagine, and build something of their own. For the children, the experience was proof that beauty and strength can emerge from even the simplest threads, and that their hands, hearts, and dreams hold the power to create change. 

In a world where waste often overshadows wonder, this initiative served as a reminder that creativity can transform even the smallest leftovers into something extraordinary.  

The creations have a journey of their own ahead. They will soon be displayed and sold at select Lakshita stores with all proceeds directly supporting the Smile Foundation causes, so more children get access to education, nutrition, and a brighter future. So, when customers pick up one of these handcrafted pieces at Lakshita, they aren’t just buying a product; they are buying a story of joy, resilience, and renewal.  

Lakshita’s Thread of Responsibility 

For Lakshita, this wasn’t just a CSR activity; it was a heartfelt extension of what the brand stands for. Fashion, after all, isn’t just about clothing. It’s about empowering communities, celebrating creativity, and using art as a medium to make a difference. 

Children visiting Lakshita’s Manufacturing Unit

At its heart, this initiative was about more than creativity. Throughout the day, the team was moved by the girls’ dreams and ambitions. Many spoke eagerly about becoming doctors or lawyers when they grew up – professions they had always seen as symbols of success. But as the day unfolded, surrounded by fabrics, colours, and design stories, something shifted. By the time they waved their goodbyes, several of them wanted to be fashion designers. It was a moment of quiet pride for the Lakshita team. The day had opened their minds to possibility; it had challenged the stereotype that only conventional careers were meaningful, proving that creative fields are just as meaningful and impactful. 

For Lakshita, that realisation embodies what empowerment truly means: giving young girls the courage to dream differently, to find their voice, and to believe in their creative potential. Because, as the brand firmly believes, when you empower one child, you empower an entire family. That ripple builds a more compassionate world. 

Final Thoughts: A Heartfelt Promise 

The Children’s Day celebration stands as a meaningful example of how collaborative efforts can create lasting impact for young learners. Lakshita and Smile Foundation’s collective efforts to support children across the country remains widely appreciated, as their initiatives help open pathways to brighter and more secure futures.

For Lakshita, this marks an important step in its ongoing efforts to champion purposeful initiatives. The brand continues to create spaces where art, awareness, and empathy intersect, reflecting its broader commitment to women’s empowerment and fashion with intention. This initiative also reinforces Lakshita’s dedication to responsible fashion, where each creation speaks not only of craftsmanship, but of care and compassion. 

To learn more about Lakshita’s journey and their work towards empowering women, you may explore their page.

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CSR Partners In Change Partnerships Smile

Festive Impact Through Cause-Related Marketing

In India, festivals are far more than celebrations– they are moments of togetherness, gratitude and shared humanity. Families gather together, neighbours exchange sweets and communities come alive with hope, light and laughter making the air echo with new beginnings and aspirations.

A special time for India as it is the beginning of the festive arc– from Diwali to New year, this season is important in many ways for all. From the perspective of businesses , it is a rare window for brands to do something deeper – to build emotional connections that outlasts the noise of advertising. 

This is where cause-related marketing plays a pivotal role enabling brands to move beyond sales- embedding themselves in the heart and minds of consumers, through values of giving, belonging and shared purpose. 

Driving Festive Impact with Cause Marketing

Studies reveal that 60% of consumers are more likely to return to a brand within 6 months, if their festive marketing experience feels meaningful. This data only affirms what emotions have long known– people remember how brands make them feel, not just what they sell. 

Campaigns like Myntra’s inclusive Diwali, which celebrated domestic helps as part of the festivities, or Big Basket’s “Neki Kar” campaign which championed kindness and humanity, remind us that meaningful, impact based storytelling drives deeper loyalty than any discount ever could. 

Yet, the festive season also poses challenges for brands– soaring media costs, dwindling attention spans, and content oversaturation can often lead to brands’ communication getting lost. 

Therefore, in such a crowded landscape, brands can stand apart from their competitors through cause related marketing campaigns, that can become the bridge that transforms the festive campaigns into collaborations– purposeful, human and authentic. 

The Modern Indian Shopper & Festive Cause Marketing 

Festivals in India awaken generosity and nostalgia as Indian consumers’ shopping choices are often driven by cultural and religious sentiments. But, it is also important to acknowledge that today the modern Indian consumer is no more impulsive. Today consumers are deliberate, aspirational and emotionally attuned. 

While urban consumers seek aspirational experience, shoppers in Tier 2 and 3 cities value practicality. But, across these diverse groups run a common thread– the desire for meaning alongside consumption . Increasingly, shoppers want their purchases to carry purpose– to add value not just to their lives, but to the communities around them. 

These numbers show willingness to invest— but also the need for returns beyond material satisfaction. Through cause-related marketing, brands can align their messaging with consumers’ growing desire for joy with meaning– a purchase that uplifts both giver, receiver and a beneficiary of a community that needs support. 

The Heart of Festive Spending 

Festivals stir a universal impulse– the desire to give, to indulge and to make loved ones happy. Consumers want their spending to matter. 

When brands infuse CRM into festive campaigns, they offer consumers an opportunity to multiply their joy through purpose. A parent buying a toy for their child could also be supporting another child’s education. A family purchasing electronics may empower rural women entrepreneurs– these layered experiences turn purchases into acts of compassion. 

Furthermore, as consumer openness grows, particularly towards new and emerging brands– this emotional window during the festive seasons, gives challenger brands, D2C ventures and established players alike the chance to earn trust through purpose engagement

When Promotions Meet Purpose 

In India, festivals are just the right time to experience the vibrancy of India’s different cultures and communities- families shop together, give gifts together and celebrate together. Naturally, promotions and festive bundles remain irresistible. But, when these offers get tied to a meaningful cause, the result is often magnetic. 

Imagine a festive sale that donates a percentage of proceeds to children’s health, or a bundle that funds skill training for women in rural India– these result oriented campaigns often become far more impactful than just being a sale’s affordable purchase–it becomes a powerful transformative action. 

It has also been observed that 81% of consumers have said that short videos capture their attention most effectively during the festive season. This means that if brands align their festive marketing campaigns with cause marketing, they can establish their authenticity through real faces, real voices that tell the story of positive change in their own words, giving the consumers an insight to the commitment of the brand towards social welfare. 

Guide to Leverage Cause Marketing During Festivals 

Step 1: Early Planning and Long-Term Partnerships

Brands that plan early and build lasting partnerships with NGOs convey credibility and empathy. Through consistent, co-branded initiatives, consumers see tangible proof of impact, transforming each purchase into a story of real-world change.

Step 2: Phased, Story-Led Campaigns

Structured storytelling ensures awareness translates into action:

  • Pre-Festive Phase: Build curiosity through storytelling and awareness.
  • During Festivities: Encourage participation through donations, purchases, and events.
  • Post-Festive Phase: Showcase on-ground impact through real beneficiary stories.

This rhythm sustains engagement long after the lights fade.

For the Good, By the Good 

In a world driven by visibility, empathy-driven campaigns resonate. Cause-related marketing enables brands to move beyond impression metrics– crafting emotional resonance that shapes society and businesses alike. 

Stories of real lives such as a girl in Odhisha pursuing education, a widow in Tamil Nadu rebuilding her livelihood, a young aspirant achieving higher education through scholarships– all such stories transform consumers from spectators into participants of change as they see their spending being utilised to uplift others. 

Festive Marketing Strategies That Spread Lasting Smiles

At Smile Foundation, we have witnessed first-hand how cause related marketing partnerships during the festive season can transform campaigns from transactional promotions into instruments of genuine social change. 

Every year from Diwali to New Year, brands have the opportunity to align with programs like ours to deliver measurable and meaningful impact; we firmly believe that well strategic Cause marketing partnerships can enhance the wider ecosystem of all the stakeholders– brands, consumers and committees involved. 

It is important to understand that cause related marketing must be viewed as a platform that can transcend seasonal giving. It can be a strategic investment in holistic development blending brand purpose with social progress.

Brands,NGOs and consumers alike become co creators of change as companies reinforce trust and loyalty, consumers experience fulfillment with purposeful purchase and participation, but most importantly– underserved communities benefit from tangible support in health, education and empowerment. 

One such inspiring example of such collaboration was OPPO India’s #BestDiwaliGift initiative, which inspired people to gift brighter futures to less privileged children. At OPPO’s House of Lights in Pacific Mall, New Delhi, visitors lit candles and shared stories of those who illuminated their lives. For every candle lit or story shared, INR 50 was donated to Smile Foundation — a gesture that turned celebration into compassion.

Another striking example of cause related marketing partnership with Smile was Swiggy Instamart’s Orange Santa collaboration where Swiggy delivered packs of joys to children from the Mission Education program. The campaign demonstrated the instant impact of strategic festive cause marketing partnerships; it successfully established that festive campaigns are more than seasonal promotions. 

All such initiatives establish a key lesson – when festive campaigns are integrated with cause marketing, they provide measurable results across three dimensions- community impact, consumer engagement and brand differentiation, but most importantly they establish brands as social custodians, who implement “giving” as their business ethos to ensure that lives in need are truly supported for a better future. 

Partner with us to transform festive campaigns into strategic initiatives that advance meaningful community impact.

Sources-

Festive marketing in 2025: Premiumisation, pragmatism and the video pivot

Impact of Festivals and Religious Events on Consumer Buying Trends

How Consumer Behavior is Changing During India’s 2025 Festive Season

Festive Marketing in India: The Season of Sentiments (and Sales)

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Partners In Change Partnerships Smile

Luxury Meets Purpose through Cause Related Marketing

What makes a product truly luxurious? It is never only the sheen of fabric, the polish of metal, or the weight of a logo. These are surface signals. Real luxury is born from the story etched into its creation–the unseen hours of craftsmanship, the deliberate pursuit of rare materials, the precision that elevates mere function into art. Every stitch, every curve tells a story of rarity and desire.

In the same way, when luxury brands embrace cause related marketing (CRM) partnerships, they are not simply adorning their products with social relevance—they are deepening the narrative. The story of a product expands beyond craftsmanship to purpose, beyond elegance to impact. Luxury with meaning becomes not just an object of aspiration, but a statement of alignment with higher ideals.

Furthermore, today this evolution is also demanded by the socially conscious consumers. They seek brands that reflect their moral compass, their identity, their values. They buy not just the product, but the story of contribution, of responsibility, of cultural influence. 

Therefore, luxury houses mastering this art of narrative through CRM does more than build brand equity. It forges emotional resonance, transforming them into arbiters not just of taste, but of societal progress itself.

CRM in Luxury- Building Equity with Responsibility

Today luxury campaigns have evolved from silent contributions to illustrative CRM initiatives to promote cultural movements. Gucci’s Chime for Change initiative, co-founded by Beyonce and Salma Hayek, transcended fashion into a global platform for advocating gender equality, blending celebrity influence with grassroot impact. Similarly, Cartier’s Women Initiative has built a legacy of empowering female entrepreneurs worldwide embedding social progress into the brand’s identity.

These examples highlight a defining trend– that luxury brands through compelling and resonating storytelling are bringing their brand’s commitment to support social causes, for transforming their advertisement campaigns into a sustainable movement, that resonates with their consumers while reinforcing their social commitment. 

This evolution is also fuelled by shifting consumer expectations. Today’s consumers are not content to purchase products on the basis of popularity alone; they are attentive to the values and contributions of the brands they choose. With heightened focus on areas such as education, women’s empowerment, youth skills development, and last-mile health delivery in underserved regions, customers now seek evidence of whether the brands they trust are genuinely contributing to society.

A recent study illustrates this shift: 45% of consumers are more likely to purchase from a brand that donates to charity compared to a competitor that does not. For business leaders, this underscores a crucial imperative — cause-related marketing is no longer a discretionary activity, but a strategic lever that can simultaneously drive social impact and long-term brand equity.

Expanding Brand equity with Cause marketing

In the contemporary marketplace, the bond between consumers and brands has transcended the transactional limitations. Increasingly, the relation is defined by values, morals and social consciousness. As highlighted by The Impact of Storytelling Advertising on Consumer Experiences and Brand Equity, a research done by Great Lakes Institute of management, brands must cultivate authenticity and transparency, if they are to sustain consumer’s trust. Storytelling has emerged as the most effective means of achieving this, offering businesses a way to humanise their operations and demonstrate tangible impact. 

Cause-related marketing strengthens this storytelling agenda by embedding social purpose into brand narratives. Through partnerships with NGOs, companies gain access to authentic, lived experience that form the foundation of compelling stories.

By communicating these experiences, luxury businesses do more than showcase philanthropic activity; they invite consumers into a shared mission. This alignment of commerce with conscience is what drives brand equity in an era where reputation and trust are as critical as products’ quality or price.

Marketers have observed that cause-related storytelling has the power to go beyond campaigns and become movements. For example the above mentioned luxury brand campaigns came in with a strong messaging that invoked something personal in the audience. Emotional narratives activate empathy centers in the brain, making audiences more likely to remember a message, act on it or share it. Evidence suggests that brands employing storytelling not only drive stronger recall, but also foster higher levels of consumer loyalty and willingness to contribute– whether financially, socially or reputationally. 

Maximising CRM Impact via NGOs

For luxury brands, NGOs serve as critical bridges of trust, translating philanthropic intent into tangible outcomes while converting marketing initiatives into measurable social and cultural movements that stay with their consumers. Partnerships with credible NGOs provide clarity in reporting, ensuring transparency and accountability, while enhancing consumer engagement by showcasing authenticity on the ground. 

By leveraging NGO expertise, luxury brands can design high-impact, multi level interventions that deliver real change such as – 

  • Quality and advanced education for children,
  • Last-mile delivery of healthcare at the doorsteps, 
  • 21st century livelihood training for the youth 
  • Entrepreneurship empowerment for women from rural communities.

These initiatives create a win-win for all involved as– NGOs grain scale and visibility, brands build purpose driven equity and most importantly, communities experience lasting improvements. 

Elevate Cause marketing with Smile 

In today’s business landscape, luxury brands are no longer evaluated solely on product quality or exclusivity. Modern consumers – particularly Millennials and Gen Z expect brands to demonstrate tangible social responsibility. 

Smile Foundation provides a structured, credible platform for integrating purpose into result oriented cause related activities, that allows businesses to show their determination in making measurable and sustainable social impact. 

Ways to partner With Smile 

  • Part proceeds: Allocate a share of product sales to Smile initiatives directly inkling revenue with measurable improvements in education, healthcare and livelihoods. 
  • Purpose marketing: Design campaigns aligned with Smile’s causes, strengthening customer trust while differentiating brand positioning in a competitive marketplace. 
  • In-app donations: Embed donation options within apps, creating seamless user experiences while reinforcing brand commitment to accessibility and inclusivity. 
  • Point of sale campaigns : Enable micro-donations at checkout, driving higher average order value while deepening customer engagement. 
  • Redeem points- Convert loyalty rewards into social good, enhancing retention and reinforcing long term consumer brand relationships. 

As a two decade old social development organisation, we truly believe that in today’s time, CRM partnerships are pivotal for luxury brands to build an intimate and lasting relationship with their customers. They command a premium through curated experiences, and by extending this premium to society through strategic partnerships, brands can elevate their ethos from exclusivity to shared value and responsibility. 

With the changing consumer demands, this opportunity and time is the right strategic lever that combines purpose with profit. By embedding CRM into core business strategies, luxury brands can drive social change at an amplified scale ensuring that they become — the beacon of social change in the truest essence.

Partner with Smile Foundation to turn commitment into measurable, lasting change.

Source– 

  1. Cause-related marketing: a systematic review of the literature
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