» One Community, Many Hearts: SINDA’s Project Give Heartlands 2025 Brings Joy to Families and Seniors

One Community, Many Hearts: SINDA’s Project Give Heartlands 2025 Brings Joy to Families and Seniors

Whole-of-community effort with the support of over 20 organisations across eight heartland events with 2,350 festive gift packs distributed this Deepavali

4 October 2025 – SINDA’s annual Project Give (PG) campaign supports the financial and social needs of disadvantaged Indian students and families. Running until the eve of Deepavali, this six-week campaign is designed to reach more in the community through a series of initiatives:

- Celebrate! Festive Gift Packs – 2,350 packs (a 47% increase from last year) of groceries, festive goodies, and $120 grocery vouchers for low-income households.
- Project Give Heartlands (13 Sept – 5 Oct) – at eight community spaces in Jurong West, Punggol, Ang Mo Kio, Chua Chu Kang, Nee Soon, Tanjong Pagar, Sembawang, and Bukit Batok, bringing support and celebrations directly to residents.
- Project Give Booth (26 Sept – 19 Oct) – at the Indian Heritage Centre in Little India, featuring donation and activity spaces.
- Elderly Engagement (11 Oct) – a special day for seniors to shop, enjoy entertainment, and share a festive lunch with student and volunteer companions.

Project Give will extend festive celebrations into the heartlands this year through Project Give Heartlands (PGH). The campaign spans eight community spaces in reaching sizeable numbers of Indian beneficiaries. Each event features pop-up booths and community carnivals where residents can look forward to nostalgic live food stations in line with SG60, and performances by Mediacorp Vasantham artistes and Singapore Youth Festival medal-winning dance groups. They will also join a record-breaking initiative to fold the largest collection of origami hearts, each symbolising love, hope, and unity. PGH 2025 is jointly organised with the Little India Shopkeepers & Heritage Association (LISHA), Mediacorp, and Narpani Pearavai.

This year’s campaign reflects the spirit of community with contributions from across society:

- 20 organisations contributing through programme volunteering, partnering SINDA in island-wide efforts and making financial and in-kind donations towards the campaign.
- Government partners such as IMDA, SPF, AIC, PA, CPF, and HDB sharing available national-level resources with residents.
- Local household brands such as MILO, Yeo’s, NTUC FairPrice, Ya Kun Kaya Toast, Khong Guan, and Old Chang Kee showcasing products and stories.
- Community groups and schools contributing through performances and service projects.
- Volunteers and youths powering the campaign on the ground.

SINDA’s Chief Executive Officer, Mr Anbarasu Rajendran, expressed the organisation’s gratitude for the unwavering support from the community, stating, “Project Give is a hallmark event for SINDA, supporting those most in need during the Deepavali season. What makes it meaningful is how stakeholders across society—our partners, volunteers, and donors—come together as the backbone of this effort to uplift the community.”

Emelia Liu, 17, a volunteer for the Festive Gift Packs, reflected on her experience: “Volunteering showed me the diversity of our country in a very real way. Meeting families from different backgrounds helped me better understand their challenges and reminded me that kindness has no boundaries. It was humbling to know that even small efforts can bring comfort and joy to others.”

V Devi, 61, a participant of the Elderly Engagement programme, expressed her joy at being part of the experience: “As we grow older, it’s easy to spend our days quietly at home, sometimes without much company. But days like this, especially during the Deepavali season, fill my heart with joy – shopping a little, enjoying a festive meal, and most of all, sharing laughter and stories with the younger generation. I am grateful to SINDA for giving us the chance to celebrate together and make this season even more special.”

The campaign kicked off on 6 September at the LISHA Utsavam Street Parade, with SINDA’s contingent of youth drummers, beneficiaries, and volunteers marching under the theme “Moving Forward, Together – A Journey with SINDA.” Project Give is SINDA’s flagship initiative to raise awareness of community needs and inspire the spirit of giving during the festive season. It rallies every segment of society, from seniors to students, corporates to grassroots partners, showing how everyone can truly make a difference.