Char­ity via En­ter­tain­ment


THE ON­LINE ticket book­ing site, BookMyShow, has been known for its char­ity through its ini­tia­tive, BookASmile (BAS), in the past. The fact that it has been rais­ing funds for spe­cial causes, whereby ev­ery con­sumer can choose to con­trib­ute a nom­i­nal amount per trans­ac­tion to­wards char­ity, has helped the com­pany to ful­fil its so­cial re­spon­si­bil­i­ties. It is en­dear­ing to see that a lot of movies in the In­dian film in­dus­try these days are made with an in­ten­tion to de­liver a so­cial mes­sage in or­der to cre­ate aware­ness. The Ak­shay Ku­mar star­rer Toi­let-Ek Prem Katha was one of them, fo­cus­ing on the lack of ad­e­quate san­i­ta­tion fa­cil­i­ties and to en­cour­age peo­ple to build toi­lets. With this in mind, BookASmile came up with some­thing re­ally in­ter­est­ing. They took over 16,500 kids from lesser for­tu­nate back­grounds and spe­cial adults across 40 cities, in­clud­ing Lud­hi­ana, Udaipur, In­dore, Su­rat and Luc­know, for the spe­cial screen­ing of Toi­let-Ek Prem Katha. Ex­press­ing her views on this en­deav­our, Farzana Cama Bal­pande, Head of BookASmile, said, “A film is an ex­tremely pow­er­ful medium of com­mu­ni­ca­tion and has the abil­ity to cre­ate a mean­ing­ful im­pact. While at BookASmile, we work to­wards pro­vid­ing en­ter­tain­ment led ex­pe­ri­ences to lesser for­tu­nate sec­tions of the so­ci­ety. With films like Toi­let-Ek Prem Katha, we are also able to do our bit in cre­at­ing aware­ness and ed­u­cat­ing peo­ple re­gard­ing is­sues that mat­ter the most. We were de­lighted to or­gan­ise the screen­ings… and hope that they didn’t just get en­ter­tained through this out­ing, but also took home with them the learn­ings from the film.” Char­ity and edu­tain­ment, a great way to do it, we be­lieve. Keep it up, guys!

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