New Delhi: As the country continues to reel under the impact of the second Covid wave, the need for communities to come together towards helping each other has never been more imperative. As part of its latest MTV Cancel Covid initiative, youth entertainment brand, MTV on Tuesday launched a celebrity closet fundraiser in association with e-commerce platform SaltScout that supports fundraising for social causes.
The proceeds from – ‘MTV No Fever Sale’ conducted through Dolce Vee, a platform that conducts charity sales of preloved fashion, will be donated to Sustainable Environment and Ecological Development Society (SEEDS), a non-profit organization that specializes in building community resilience against disasters.
The MTV No Fever Sale will let fans shop from the closets of some of the renowned actors, singers and influencers from the entertainment industry such as Rannvijay Singha, Taapsee Pannu, Shilpa Shetty, Sunny Leone, Raftaar, Terence Lewis, Varun Sood, and many more. These celebrities have come forward to donate clothes, accessories and memorable items owned by them for their fans to get a chance to shop for a cause.
The initiative is an endeavor to mobilise the youth of the country and utilize their love for shopping for the greater good – “Shop for a Cause”, said the channel on Tuesday.
SaltScout founder Komal Hiranandani said the initiative has brought together the country's top talent with its fan base to make giving back more engaging and to raise awareness about the many ways in which each of us can contribute. “We are incredibly grateful to them, the panel of celebrity participants - the likes of which have never before been assembled, and the fans, who have been sincere in their efforts to help those in need every step of the way,” added Hiranandani.
SEEDS co-founder Dr. Manu Gupta said, “Our association with MTV for a bold initiative like MTV No Fever Sale has hugely boosted our confidence of doing even more for fellow citizens. The unique celebrity closet fundraiser is an endeavor to mobilize youth of the country, with whom we hope to ultimately reach out to most marginalised communities in the country who have limited means and access to timely health care and vaccination,” he added.
Ranging from Taapsee Pannu’s fashionable black jacket and a white shirt she wore for the promotion of her new film to Raftaar’s swanky cap and shoes and Rannvijay’s trendy sneakers, the sale will give fans a chance to own their favourite celebrity’s belongings and extend help to those in need, said the brand. The initiative also brings to light the ever-evolving phenomenon of pre-loved sustainable shopping, which addresses the impact of carbon footprint on the planet and the need for a cleaner environment.
“The pandemic shook the nation in ways none of us would have ever imagined and it breaks my heart to see people suffering. Amidst all the chaos, it is imperative that all of us come forward to help each other in the best possible way, and I’m happy to do my bit for a humbling initiative like this one which endeavors to mobilize the youth of the country to bring about a change,” said actress Shilpa Shetty.
The sale is live at www.mtvnofeversale.com.
