Oftentimes, celebrities are encouraged to take their talents and earnings outside of the industry. They are urged to invest in outside ventures or champion the cause of needy charities. In Bollywood, many charities and organizations are graced with the presence and rupees of silver screen stars. Whether through benefits, sports teams, clothing lines, or game shows, many of Bollywood’s brightest stars have reached out to help a cause that’s dear to them, or to share their abundant blessings with the less fortunate. Others may want to extend their empires, and add different challenges to their accomplishments. In India, it is not uncommon for celebrities to explore various extracurricular pursuits outside of filming.
Most notably, filmmaker Firoz Nadiadwala teamed up with clothing company GAP, technology giant Microsoft, and the United Nations Office on Drug and Crime to fight human trafficking. The group’s mission is “to provide for the rehabilitation, education and employment of those women and children who have been victims of human trafficking.”
To bid farewell to 2007, a number of stars came together to shoot an eye-catching 2008 calendar! Titled “In the Pink”, photographer Subi Samuel photographed stunning stars in efforts to raise funds for breast cancer awareness. The country’s first ever celebrity calendar features Shahrukh Khan, Priyanka Chopra, Kunal Kapoor, and Deepika Padukone, and Arjun Rampal among others. Similarly, actress Shabana Azmi has been named the Goodwill Ambassador by South Asian trade block SAARC in order to broaden a campaign against HIV and AIDS.
Championing the cause for animals, John Abraham teamed up with animal rights advocate PETA, along with the musical group Strings to raise awareness of the trafficking of animals and animal parts. The organization is confident that John’s involvement will ensure the cause is known by more people than ever before.
Rani Mukherji has been a crusader of many children’s charities over the years. Through appearances on popular game shows like Kaun Banega Crorepati (with Preity Zinta) and Kya Aap Paanchvi Pass Se Tez Hai? (with Karan Johar), Rani has earned considerable donations for the Holy Family Hospital in Bandra, Mumbai. The concerned actress even inaugurated the hospital’s new ICU building, which was facilitated by her game show winnings.

In a different path, film releases have coincided with the promotion of various sports teams. Salaam-E-Ishq director Nikhil Advani feels that hockey is a neglected sport in India and used the release of his multi-starrer to bring the Premier Hockey League to people’s attentions. The same was done with 2006’s Bhagam Bhag, and Rohit Shetty’s Golmaal promoted the FIFA World Cup, while the English Premier League received added publicity from Phir Heri Pheri and Dhoom 2. Even celebs like Shahrukh Khan and Preity Zinta have ventured into sponsoring their own sports teams, garnering considerable publicity and funds for the players.
A few years ago, actor Suneil Shetty successfully made his mark on the garment industry with his Mumbai boutique called Mischief. Now, he ventures yet again through partnership with a Vancouver-based company to distribute a line called Creative Crossover. Shetty is keen to invest more than his money in this enterprise, dedicating his time to expand and market the line in India.
Most recently, the Indian Tourism Ministry recruited Aamir Khan in efforts to promote foreign travel in India. His illustrious career and effervescent personality are sure to bring tourists to “Incredible India.” Aamir will add his native land to his long list of endorsements, which include sodas, biscuits, mobile phones, and watches! Aamir, accepting no salary here, promises to be very involved in his promotional campaign, ensuring that visitors feel safe and protected while sojourning across the subcontinent.
Stars have continually volunteered or have been recruited to take part in a plethora of activities and events. The main advantage being the increased publicity and awareness because of the big name attached! In most cases, these alliances are thriving and extremely beneficial!