In today’s age of celebrities, getting an autograph from a leading star is a desire for many. But imagine if these autographs could actually be used to improve the lives of those in need?
Tangerine, the designer brand for home solutions, made this a reality. As part of a unique CSR initiative, it got renowned Bollywood celebrities to autograph on its bedroom makeover accessories. For every one celebrity signature, they donated twenty-five bed sheets to NGOs like Help Age India and Silver Inning Foundation.
Sonam Kapoor, Siddharth Malhotra, Sushant Singh Rajput, Kalki, Malaika Arora Khan, Javed Akthar Govinda, Bhoomi Pednekar, Athiya Shetty, Kabir Bedi, Anu Malik, Karan Tacker, Urvashi Rautela, Karan Grover, Kanika Kapoor, Queenie Singh, Talat Aziz, Mouni Roy, Jennifer Winget, Aditya Thackrey, Sanjeeda, Ranveer Brar, Makarand Deshpande, Rahul Sharma, Sanjeev Kapoor and Neeraj Kabi came together and signed for a cause.
Through this one of a kind program, the brand brought together celebrities to lend their star power and help the disadvantaged elderly of India. It donated a total of 650 bed sheets to the NGOs, which are expected to significantly improve the quality of life of its beneficiaries. With this simple but significant gesture, they gave India’s old folks a comfortable bed to sleep on, and more importantly, a smile on their faces with the knowledge that someone is thinking about them.
Talking about the initiative, Rajiv Merchant, Co-founder, Tangerine, said,
“Our products beautify the homes of thousands of Indians. But we were keen on using our brand to make a difference to people in need. By donating close to xx bed sheets to NGOs like Help Age India and Silver Inning Foundation, we got the chance to help India’s disadvantaged elderly rest with comfort, dignity, and a smile on their faces. We are thankful to our Bollywood fraternity to help us bring this initiative to life, and lending their names for the cause.”