Lifeline, the only magazine dedicated to the voice of charity in United States, will be launching its India edition sometime towards the end of this year.
Robin Raina Foundation (RRF) that is doing pioneering work in institutionalising charity, making it a household topic in the South Asian community of United States, is the promoter of this coffee table publication. The glamorous style and glossy colour presentation of the magazine, and its advertising promoting the cause of supporting the under-privileged child, has contributed to the growing popularity of the magazine in the United States.
“What really prompted us to replicate this popular magazine in India is the fact that RRF runs the largest charity initiative in the Indian sub-continent worth $ 15 million in the form of 6000 concrete homes for the slum dwellers of Delhi. Not just that eminent Indian celebrities including actors Akshay Kumar, Saif Ali Khan, Sushmita Sen, Celina Jaitly, Arjun Rampal, singers Asha Bhosle, Sonu Nigam, Shaan, Talat Aziz, Anup Jalota and legendary cricketer Kapil Dev are supporting the cause of the foundation through advertisements and by directly sponsoring RRF children,” Robin Raina, Chairman, RRF & Publisher, Lifeline told exchange4media.
According to Raina, the Indian edition of Lifeline will be distributed only by way of subscriptions and supported by advertisements like it is done in the United States. The content will be tailored to make charity ‘fashionable and cool’ and will include especially by-lined articles and photographs by celebrities promoting the cause of charity. The RRF is likely to adopt the US model where Lifeline is produced by honorary media persons committed to the cause of charity.