CSR INITIATIVE OF THE YEAR

The developer who has demonstrated excellence in their Corporate Social Responsibility initiatives through the development of old age homes, educational institutions, hospitals, etc. as part of their endeavor to build a better society between January and December 2012.
Zone for which you are applying for: [ ] North [ ] South [ ] East [ Y ] West

1. Name of the Organization: Tata Housing Development Company Limited 2. Summary of the CSR activity: White Santa 2012

Every Christmas from last two years (2011 & 2012), Tata Housing has been promoting a unique cause for the benefit of under privileged children by coming up with a novel idea of White Santa to cultivate the feeling of compassion and generosity amongst the younger generation and help less fortunate children.

For more details, please contact:

New Delhi: Atul Sharma, atul@exchange4media.com, +91 98103 49544 Anu Varghese, anu.varghese@exchange4media.com +91 99107 69221 Misal Anand, misal@exchange4media.com +9198106 87994 Mumbai: Tripti Kedia, tripti@exchange4media.com +91 98200 10226 Navin, navin.v@exchange4media.com +91 99750 92516 Bengaluru: Sneha Walke, sneha@exchange4media.com +91 98455 41143 Shilpa Mandana, shilpa@exchange4media.com +91 988098 8939

Who is White Santa White Santa is our regular Santa Claus who usually descends from the North Pole in his bright red suit, with bags full of gifts for children, but last Christmas, while he was on his way, he saw many poor and unhappy children, who had no reasons to be happy about Christmas. He suddenly lost his happiness looking at the state of the poor children, he wanted to give them all the gifts that he had bought in his bag and make them happy at once, but the gifts were few and children were many. Hence he decided to seek help from his old friends - those children who are as generous as Santa and are willing to share their toys with those who cannot afford them. So he decided to change into White - the color of hope and spread Christmas cheer amongst every child. And since then it so happens that many kind children get along with White Santa and donate their old toys, books and even money to benefit the underprivileged children. As and when Santa brings smile back to poor child he gets his red colour back. How the White Santa turned Red Every donor child was given a Red sticky tag, which they pasted on Santas White attire and gave him back his favorite Red attire! The Execution The campaign was promoted in various malls across Delhi, Bengaluru and Mumbai and even online through various social networks. Over 5000 people participated in the offline donation drive, while on Facebook over 15000 new followers joined Tata Housings page (www.facebook.com/tatahousing) to spread the message across the social network. On Twitter there were over 5000 tweets on activity by tweeple showing their support to the initiative. All the proceeds of the campaign went to Plan India, an NGO working to improve the lives of disadvantaged children, their families and communities. 3. Social Impact of the activity: Through this campaign we were able to donate over Rs.10 Lakhs and hundreds of gifts, books etc., and benefitting over 1000 children. Tata Housing will continue to upgrade this campaign year on year and spread it across the country so that more and more underprivileged children can benefit.

For more details, please contact:

New Delhi: Atul Sharma, atul@exchange4media.com, +91 98103 49544 Anu Varghese, anu.varghese@exchange4media.com +91 99107 69221 Misal Anand, misal@exchange4media.com +9198106 87994 Mumbai: Tripti Kedia, tripti@exchange4media.com +91 98200 10226 Navin, navin.v@exchange4media.com +91 99750 92516 Bengaluru: Sneha Walke, sneha@exchange4media.com +91 98455 41143 Shilpa Mandana, shilpa@exchange4media.com +91 988098 8939

4. Team leader spearheading activity: Rajeeb Dash, Marketing Head, Tata Housing Development Company Limited

5. Any Accolades/Awards received for the CSR initiatives: a. Best Use of Digital Marketing at Digital Silver Awards

Video Links
http://www.youtube.com/watch?v=JgMswDT6b5E http://www.youtube.com/watch?v=vVagl8RkyJo

For more details, please contact:

New Delhi: Atul Sharma, atul@exchange4media.com, +91 98103 49544 Anu Varghese, anu.varghese@exchange4media.com +91 99107 69221 Misal Anand, misal@exchange4media.com +9198106 87994 Mumbai: Tripti Kedia, tripti@exchange4media.com +91 98200 10226 Navin, navin.v@exchange4media.com +91 99750 92516 Bengaluru: Sneha Walke, sneha@exchange4media.com +91 98455 41143 Shilpa Mandana, shilpa@exchange4media.com +91 988098 8939