B-Town teams up to support senior citizens

Bollywood celebrities have signed up for a cause to donate bed sheets to senior citizens.

Tangerine, a designer brand for home solutions, has got on board a string of Bollywood celebrities to autograph on its bedroom makeover accessories as a corporate-social-responsibility initiative.

For every one celebrity signature, the brand donated twenty five bed sheets to non- governmental organisations like Help Age India and Silver Inning Foundation.

Celebrities like Javed Akthar, Sonam Kapoor, Kabir Bedi, Sidharth Malhotra, Sushant Singh Rajput, Kalki Koechlin, Malaika Arora Khan, Govinda, Bhoomi Pednekar, Athiya Shetty, Urvashi Rautela, Kanika Kapoor, Talat Aziz, Mouni Roy, Jennifer Winget, Makarand Deshpande, Rahul Sharma, Sanjeev Kapoor and Neeraj Kabi are among the actors who have signed up for the cause.

Tangerine donated a total of 650 bed sheets to the NGOs, which are expected to significantly improve the quality of life of its beneficiaries.

Talking about the initiative, Rajiv Merchant, co-founder of Tangerine, said: "Our products beautify the homes of thousands of Indians. But we were keen on using our brand to make a difference to people in need. By donating we got the chance to help India's disadvantaged elderly rest with comfort, dignity, and a smile on their faces".

"We are thankful to our Bollywood fraternity to help us bring this initiative to life, and lending their names for the cause," he added.