Advertisement spreads festive cheer with ‘Gift a Smile’ program


In keeping with the festive spirit of spreading cheer, in association with Charities Aid Foundation(CAF) Indiaorganized afulfilled Christmas event for the underprivileged and terminally ill children in the capital on 15 December.As part of the program, 23children from NGO ‘Make a Wish Foundation’ and ‘Read India’ received gifts, sent by customers from the Gift a Smile program on its platform. John Abraham, the brand ambassador for Make A Wish Foundation, made the children squeal with delight dressed as a Santa while handing over these gifts.

Speaking on the occasion,popular Bollywood actor and producer, John Abraham, Brand Ambassador for Make a Wish Foundation,said,“I am humbled by the opportunity to be a Santa to these little angels. This whole evening really brings home the message, that there is so much Joy in giving and how small things can make such a big difference to these kids. I am always proud to be part of Make A Wish celebrations and am happy that Gift a Smile has enabled this for our kids.  It’s simple, convenient and so cool.”

The ‘Gift A Smile’ initiative was launched by earlier this year enabling net savvy consumers to gift instantly, directly and conveniently to beneficiaries from a cause of their choice.  Through this initiative, aims to help NGOs working in the area of children, women, elderly and other marginalized sections of the society by offering a unique opportunity to all its online buyers to donate in kind. All participating NGOs have been validated by Charities Aid Foundation (CAF), a not-for-profit organization that offers support to corporate entities, individuals and PSUs to ensure greater impact of their philanthropic and CSR investments.

Amit Agarwal, Country Manager and Vice President, Amazon India, said, “Since its launch, this program has  enabled customers to gift thousands of smiles by delivering gifts worth lakhs of rupees to thousands of  beneficiaries from marginalized sectors and we feel fortunate that we are able to create a small yet meaningful impact on the lives of many people using our platform.We thank our consumers for the encouraging response and wish everyone a Merry Christmas and Happy New Year.”

Meenakshi Batra, Chief Executive, Charities Aid Foundation (CAF) Indiasaid,“CAF India is committed to nurture the Culture of Giving in India and to meet this goal we continuously come up with innovative ways to enable people to give to causes close to their heart. The last eight months of ‘Gift A Smile’ initiative proved to be a highly satisfying experience for our NGO partners, Amazon and us. In this program we have fulfilled wishes of many underprivileged children, women and men. The initiative has encouraged a large number of individuals to donate in-kind via Amazon’s easy, secure and credible online platform. As Christmas approaches, we hope that many more will be inspired to gift lots of smiles.”

Deepak S Bhatia, CEO, Make-A-Wish India says “Through the Gift A Smile initiative well-wishers have gifted smiles to so many children who suffer from life threatening medical conditions like  cancer. We hope more and more people continue to join this initiative and gift many more smiles that can go a long way in  spreading hope , happiness and positivity in the lives of such children,”.

Presently the initiative is working with 25 NGO’s that are managed by CAF India.  These include Magic Bus, Make a Wish foundation, Pratham, READ India, Sahyog, Save the Children, Bhoruka Charitable Trust, Jagriti Bal VikasSamiti, Lotus Petal Foundation, Nav Bharat Jagriti Kendra, CRY, Care & Love, AshrayAkruti, Sphoorti, Bhagvatula CT, Bhumi, Vidyarambam, Yuva Global Foundation, Sikshana, Aarohi, Tropical Health Foundation of India, Action for Autism, Astha-Alternative strategy for the Handicapped, Isha and TeachforIndia.

The  wish lists of NGO beneficiaries includes but are not limited to  products like educational toys, books, dictionaries, sports equipment, clothes, personal hygiene products, as well as items that will help NGOs provide vocational training (for example, beauty products for beautician courses targeting girls between 16-20 years) to help develop sustainable livelihoods.

The participating NGOs, using the Amazon wish list technology, create and continually update a list of items that they need from the over 19 million products available on at Through ‘Gift A Smile’, customers can browse through the wishlists of their preferred NGO, select  the items they would like to gift and delivers the item to the chosen organization. All seller fees that accrue from these sales on the marketplace are donated to the participating NGOs.

Tags assigned to this article:
children ngo Social Cause

Around The World

Our Publications