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!