Facebook, Bollywood ‘I For India' fundraiser concert for Coronavirus touches hearts

The social media network brought on board stars from around the world for its ‘I For India' concert, raising over Rs 4 crore for frontline workers and those impacted by the COVID-19 pandemic

e4m by exchange4media Staff
Updated: May 4, 2020 6:18 PM
i For India

Social media network Facebook partnered with GiveIndia and a host of stars and entertainers to host a fundraiser concert, ‘I For India’ on Sunday, May 3, which touched the hearts of a global audience. While Shah Rukh Khan, Hrithik Roshan and Alia Bhatt sang, among a host of others, there were actors such as Aishwarya Rai and Twinkle Khanna interviewing eminent doctors and COVID warriors. Amitabh Bachchan paid tribute to the late Rishi Kapoor during it.

At the time of publishing, the initiative raised Rs 4,32,23,394 – these proceeds will be devoted to India COVID Response Fund managed by GiveIndia.

The initiative’s vision was three-pronged:

  • To entertain those locked down in their homes
  • To pay tribute to those who are working on the frontlines
  • To raise funds for those who have no work and no home and do not know where their next meal is coming from.

The event was produced by Fountainhead MKTG and saw a bevvy of Indian and international stars such as A.R. Rahman, Shah Rukh Khan, Madhuri Dixit, Aamir Khan, Priyanka Chopra, Virat Kohli, Will Smith, Mick Jagger and Lilly Singh entertain audiences at home for four hours. Despite the blow of losing two iconic actors – Rishi Kapoor and Irrfan Khan last week, the entertainment industry chose to put on a show of strength and solidarity for this unique, virtual concert.

Speaking about the initiative and its objectives during these testing times, Manish Chopra, Director and Head of Partnerships, Facebook India, said, “We recently launched Facebook Fundraisers that allow people to leverage the full scale and power of the platform, and their passion, to direct resources to initiatives that can protect and save lives. We’re grateful to the entertainment industry for coming together for the I for India Concert, which will benefit NGOs and charities that are right now working to provide food, shelter and healthcare to those who need it the most”.

Atul Satija, CEO, GiveIndia, said, "The I For India fundraiser concert, backed by a fabulous line up of stars, really feels like a nation coming together – though we are isolated, we are united in our efforts to win this battle against COVID-19. We have already received tremendous support for our missions to provide humanitarian aid to those most affected by this crisis, particularly migrant workers and daily wagers. But with the concert-going LIVE on the world's largest social media platform, it will help reach the millions of people who want to contribute to this war-like effort. "

V G Jairam, Co-Founder, Fountainhead MKTG also spoke about the experience of putting this event together: “It is a matter of great pride for us at Fountainhead MKTG to work with the world’s largest film industry, the world’s largest social network and India’s biggest giving platform to pioneer an entertainment-with-purpose format that is India’s biggest home-to- home concert featuring over 85 large global celebrities across genres. This show has been produced in a record two weeks. We hope everyone enjoys the show and donates wholeheartedly. We are all, truly, in this together”.

The charity is associated with over 100 NGOs and is working on-ground to help those whose lives have been hit by the pandemic and are in need. To watch the fundraiser concert, click on this link: https://www.facebook.com/facebookappIndia/videos/3257189814293937/

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