Aircel partners with Gabi Life to ‘Save Our Tigers’

Stripey is the brand ambassador for ‘Kids for Tigers,’ a programme run by Aircel as part of its ‘Save Our Tigers’ initiative

July 31, 2014 11:00 IST | India Infoline News Service
Aircel, one of India’s leading innovative mobile service providers, announced its partnership with Gabi Life, a leading apparel design brand, to garner support for Aircel’s ‘Save Our Tigers’ initiative. Under this partnership, Gabi Life will design and manufacture merchandize incorporating Stripey- the cub. Stripey is the brand ambassador for ‘Kids for Tigers,’ a programme run by Aircel as part of its ‘Save Our Tigers’ initiative. People who buy this merchandize through www.saveourtigers.com and www.gabilife.com will be able to contribute towards the cause. The proceeds generated from the sale will go into an audited account that has been specially created for ‘Save Our Tigers’ by Charities Aid Foundation (CAF), a registered charitable trust and a not-for-profit organization committed to increase the flow of resources towards the voluntary sector across India. The funds will be channelized towards on-ground tiger conservation projects run by Aircel in association with its partner NGOs.

To begin with, people will be able to own the Stripey merchandize at affordable prices by choosing from a cool range of tees, polos, boxers, pyjamas, schools bags and much more!

Speaking about the objective of this association, Anupam Vasudev, Chief Marketing Officer, Aircel  said, “Since 2008, Aircel’s ‘Save Our Tigers’ initiative has struck a chord in the hearts and minds of millions of Indians. We have been undertaking various initiatives to increase participation and contribution from the masses for the cause.  Together with Gabi Life, we are excited to explore the digital medium to further resonate the need for saving our national animal. E-commerce is especially popular with the youth today and is strongly emerging as a preferred purchase method. We are confident that Gabi Life’s expertise in creating fun designs and their passion towards the cause will help make Stripey a part of everyone’s lives.”

Sharing his thoughts on the partnership, Kunal Khosla, CEO of Gabi Life, said, “We are a young company that values India’s future. Tigers are one of India’s most loved animals and we acknowledge the need to save them.  Through our association with Aircel, we are confident that in a few short years we will see every child waking up wearing his Stripey Pyjamas, putting his books in his Stripey Backpack, eating lunch from his Stripey tiffin, wearing his Stripey Tee for cricket practice and eating dinner from his Stripey plate. Why do we need Mickey Mouse, when we have a loved Indian character, all this while, making everyone aware of our beautiful Tiger. We thank Aircel for giving us the opportunity to be a small part in their incredible mission to ‘Save Our Tigers’!”

The partnership with Gabi Life is a part of the overall strategy for ‘Save Our Tigers’ (SOT) to reach out to the masses. Aircel is now exploring innovative fund raising options to ensure that SOT remains a long term and sustainable initiative for tiger conservation.  Some of the efforts undertaken by Aircel in this direction in the past include the Aircel-NDTV telethons in 2010 and 2012, Aircel ‘Strokes for Stripes’ in 2012 and Aircel’s fashion Gala during the Lakme Fashion Week in 2013. All proceeds generated through these initiatives have been channelized towards on-ground tiger conservation projects. The company plans to undertake more such initiatives in the near future to mobilize mass participation and contribution towards the cause.

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