Casio India Launches “Every Second Counts” Campaign to Support Abandoned Elderly

What’s Happening This Holiday Season

In December 2025, as winter conditions intensify across northern India, Casio India launched a social impact initiative addressing a humanitarian issue that receives limited public attention: the growing number of abandoned and homeless elderly individuals. The campaign, titled Every Second Counts, was introduced in New Delhi and reflects a broader effort to combine corporate visibility with direct community support during one of the most vulnerable periods of the year.

The Campaign: “Every Second Counts”

Casio India’s initiative was formally launched on December 17, 2025, in partnership with Saint Hardyal Educational & Orphans Welfare Society (SHEOWS), a nonprofit organization that operates shelter homes for destitute senior citizens. The campaign focuses on raising funds and awareness for elderly individuals who lack family support, stable housing, and access to basic healthcare.

As part of the initiative, Casio installed QR-code-enabled digital displays across 20 retail locations nationwide. These displays allow customers to contribute directly to SHEOWS through a simplified donation process, lowering friction and encouraging participation during everyday shopping interactions. Funds raised through the campaign are allocated toward food, winter clothing, medical care, and long-term shelter for elderly residents.

The timing of the campaign is deliberate. Winter months in India significantly increase health risks for older adults, particularly those living without consistent shelter or access to care. By launching in mid-December, Casio aligns its corporate social responsibility efforts with a period of heightened need.

Addressing an Underrepresented Issue

Elderly homelessness remains an underreported issue in India, despite demographic shifts that suggest it will become increasingly urgent. Urban migration, rising living costs, and changing family structures have contributed to a growing number of seniors living without familial or institutional support. Many face abandonment, social isolation, and untreated health conditions.

While child welfare and education initiatives often receive significant attention, elderly care—especially for individuals without family networks—tends to receive less sustained coverage. Casio India’s campaign draws attention to this gap by centering dignity and long-term care rather than temporary relief alone.

SHEOWS currently supports more than 400 elderly residents across shelters in Delhi and Uttar Pradesh. Demand for services continues to grow, particularly during colder months, placing strain on nonprofit resources and staff. Corporate partnerships such as this one provide both financial assistance and increased public visibility for the issue.

Corporate Responsibility Beyond Branding

What distinguishes this campaign is its focus on practicality rather than promotional messaging. Casio has positioned the initiative as a long-term partnership rather than a one-off donation drive. The use of in-store digital infrastructure allows the campaign to remain active beyond launch day, integrating charitable giving into routine consumer experiences.

This approach reflects a broader trend in corporate social responsibility within India, where companies are increasingly expected to demonstrate sustained impact rather than symbolic contributions. By partnering directly with an organization already embedded in the community, Casio reduces operational friction and ensures that resources reach intended beneficiaries efficiently.

The campaign has also been described by local organizers as one of the first large-scale corporate efforts in India specifically focused on the rehabilitation and care of abandoned elderly individuals, rather than generalized welfare categories.

Why This Matters Now

India’s aging population is growing rapidly, and social safety nets for elderly individuals without family support remain limited. Seasonal hardship exacerbates existing vulnerabilities, making winter-focused interventions especially critical. Corporate involvement can play a meaningful role in bridging funding and awareness gaps when aligned with experienced local organizations.

Casio India’s initiative highlights how companies can leverage existing infrastructure, brand reach, and consumer engagement to address overlooked humanitarian needs. While the campaign alone cannot solve systemic challenges, it demonstrates a scalable model for private-sector participation in elderly care.

The Bigger Picture

As December 2025 draws to a close, initiatives like Every Second Counts underscore the importance of addressing social issues that often remain outside mainstream discourse. Elderly homelessness and abandonment are not temporary problems, but structural challenges requiring sustained attention.

By committing resources and visibility to this cause during a critical time of year, Casio India contributes to a broader conversation about responsibility, dignity, and care for aging populations. The campaign serves as a reminder that meaningful impact often begins by focusing on those most likely to be overlooked.