Mumbai: End-to-end digital and performance marketing agency, Ethinos Digital Marketing (Ethinos), announced its collaboration with Chat For Good (CFG), an initiative supported by actors like Jim Sarbh, Boman Irani, and Viraf Patell to raise funds for people affected by the Covid-19 pandemic. As digital partners for CFG, Ethinos was brought on board in the genesis stage and helped create, design, and run all their digital assets. It supports all the CFG digital platforms right from their website which hosts the initiative to their social media accounts – Facebook, Instagram, YouTube, and Twitter.
The premise for CFG involves fans being rewarded with celebrity video chats for their donations towards those adversely impacted by the global COVID-19 pandemic. People can pay to reserve a chat with a celebrity, and the contribution from each participant goes towards helping migrant laborers, children, sex workers, and wildlife through six credible NGOs.
There is a reward linked with every contribution that a fan makes on CFG. Fans receive rewards from their favorite stars in the form of a video chat experience. They can get mentioned on the star’s social media, win a 30-minute video party with the star, receive a personalized video message from the star, do a 15 minute 1-1 chat with friends and family, and lastly, can also have a 60-minute group chat with up to 90 guests! Film and television celebrities like Boman Irani, Jim Sarbh, Nakuul Mehta, Drashti Dhami, Sanaya Irani, Barun Sobti, Freddy Daruwala, Sriti Jha, Vahbiz Dorabjee and Viraf Patel among others are a part of this cause.
“We wanted to involve a larger audience to make a significant difference in the fight against COVID-19 by doing something good and making memories along the way. The idea for Chat For Good was that ‘when fans donate, stars reward’! However big or small, the thought was to honor the fans’ donation uniquely through interactions with their favorite celebrity. It is also a great way to bridge the gap between those who can help and those who need help,” said Viraf Patell, actor, and Founder, Chat For Good. He added, “We are grateful to our partner NGOs, all the stars partaking in this initiative, our crowdsourcing partner, and especially the brilliant team at Ethinos who have been guiding us throughout the way as our digital partners. We hope to continue and strengthen our partnership and enhance the Chat For Good experience.”
Speaking about the initiative, Jahan Vandrevala, Founding Director, Chat For Good said, “An idea becomes stronger when it has a strong purpose. Our purpose was to help the vulnerable. And our idea was to create a platform where individuals can connect, be entertained, and raise money to help fight this pandemic. The Ethinos team completely understood this need and helped propagate the message effectively.”
Benedict Hayes, Executive Director & Joint MD, Ethinos Digital Marketing said, “There are so many people who are affected by the COVID-19 pandemic and in need of support. It was wonderful for us to partner with Chat For Good for a great cause and help create an impact. Digital is a great platform and we are happy to help build an engaging digital identity for this innovative initiative, where everyone can support the cause from their homes to assist those in need. The goal was to create a digital property that was easy to use and to communicate the idea in a simple manner. We paid extra attention to certain details like building a mobile-first design for the website to ensure better user experiences since most people are accessing content through their mobile phones during lockdown especially among other finer nuances.”
Watch the Chat For Good promo video: