Mumbai: In the true spirit of the festive season, SOCIAL, India's favourite neighbourhood café, has partnered with child rights NGO, Child Rights and You - CRY to spread Christmas joy to the underprivileged. This heart-warming initiative actively encourages SOCIAL patrons to contribute and spread the joy of the Christmas spirit for kids in need.

This holiday season, SOCIAL Stockings will be present at 47 outlets in India across 7 cities namely Mumbai, Bengaluru, Chandigarh, Kolkata, Pune, Delhi NCR and Dehradun, where guests can come in and donate essential items for kids such as stationery including notebooks, pens, colouring sets, et al. Each contribution, modest or huge, is a step towards creating a brighter and happier Christmas for children in need. The five-foot stocking is also accompanied by literature providing the customers with comprehensive information about CRY's mission and the specific requirements of the children they serve.

Impresario Entertainment & Hospitality Pvt Ltd chief growth officer Divya Aggarwal shared, “SOCIAL has always served as a haven where friends and families unite to revel in joyous moments, creating enduring memories. Our commitment to the community goes beyond the pleasures of #food and #drnks; it's about nurturing connections, uniting communities, and making a meaningful impact. At SOCIAL, we strongly believe in the profound impact of unity and through this initiative, we want each and every one of our guests to come together and contribute to the welfare of future generations.”

CRY, West regional director Kreeanne Rabadi said “This collaboration exemplifies how collective goodwill can create significant and positive change, and we extend our heartfelt gratitude to all who join us in brightening this holiday season for children in need. The shared commitment to our communities strengthens our connection with SOCIAL. We are confident that, together, we can proactively take steps towards transforming lives for the better.”

The new initiative is part of SOCIAL’s overall year-end campaign that includes various activities catering to all people from different communities. As the festive season approaches, and people step out more, SOCIAL is set to be the go-to place in each neighbourhood for all things connections, community, and culture.