Challenge

  • Eros Group, UAE’s trusted distributor for consumer electronics with a selection of international brands such as Samsung, Hitachi, Linksys, TCL, launched its community-oriented CSR initiative ‘PASS IT ON’. 

  • The dual benefits of the initiative involve reducing electronic waste through extending the life cycle of electronic products by giving them away to those less fortunate.

Challenge

  • Create an NFA for the brand that creates engagement with brand stakeholders at all levels and sustains media interest

approach

  • Launched a CSR initiative by virtue of a multi-channel tie-up with environment groups EEG, recycling companies, schools, communities etc.
  • Activated the campaign drive through its 28 retail outlet

outcome

  • PR Value in excess of AED 900,000

more work