Colors and eBay India join hands for a Torchaar social initiative

Colors and eBay India have come together for an auction of an autographed jacket as well as a skull finger ring sported by Akshay Kumar on Khatron Ke Khiladi Torchaar.The funds generated would be donated to Concern India Foundation. A reputed non profit NGO which has been a helping hand to the under privileged with almost 20 years of experience. The charity auction will start on Tuesday, May 31 and will end on Thursday, June 9, 2011. The auctions will start at Rs. 1001/-.

Speaking on this development Rajesh Iyer, Associate Vice President Marketing, Colors, tells Adgully, "The collaboration is a good mixture of creating necessary buzz through a platform like eBay and our belief as a channel in supporting social issues. We were dabbling with this thought for sometime now and Khatron Ke Khiladi was an apt show to go ahead with this. We are targeting the online community of eBay to support this noble cause."

After showcasing content which fought for different social causes like stopping child marriages, COLORS now intends to elevate its commitment towards the society with this association with eBay India.

Deepa Thomas, Senior Manager ' Pop Culture, eBay India said, "We are happy to host the Akshay Kumar KKK4 Memorabilia charity auction on eBay India and hope we get a great response. Akshay is a firm favourite with eBayers with a Breakfast experience with him garnering over Rs. 6 lacs for the Research Society in 2010. Log ontowww.ebay.in/kkk4 to bid on the auction and support the Concern India Foundation."

When asked about this cause with COLORS, Akshay Kumar, Host of Khatron Ke Khiladi Torchaar said, "Most of the times the gear we use usually goes back to the wardrobe or to storage. However, I am delighted that COLORS along with the KKK Torchaar team has decided to auction off my gear that I used on the show. Also, instead of a glitzy gala, the jacket is being auctioned off online where a lot more people will have access to it. The best part however, is that all proceeds from this auction will go to Concern India Foundation, an NGO that works for underprivileged. I am glad that I can do my two bits for them."

The show will promoted across a 360 degree platform and which includes on ground activities and radio, print and robust digital campaigns. Iyer added that the channel is optimistic about the show and that for the necessary buzz the show will promoted a across social media applications. | By Prabha Hegde [prabha(at)adgully.com]