As the first chapter of MTV Cancel Covid initiative, youth entertainment brand MTV, in collaboration with SaltScout, an online e-commerce platform that supports fundraising for social causes, has launched MTV No Fever Sale — a celebrity closet fundraiser.
The proceeds from the sale, conducted through Dolce Vee, a platform that conducts charity sales of preloved fashion, will be donated to SEEDS (Sustainable Environment and Ecological Development Society), a non-profit organisation that specialises in building community resilience against disasters and is actively responding to the Covid-19 emergency.
MTV No Fever Sale that went live on July 1, let fans shop from the closets of some of actors, singers and influencers from the entertainment industry such as Rannvijay Singha, Taapsee Pannu, Shilpa Shetty, Sunny Leone, Raftaar, Sushant Divgikar, Terence Lewis, Sanjay and Maheep Kapoor, Neha Sharma, Varun Sood, Divya Agarwal, VJ Gaelyn, Nikhita Gandhi and more. These celebs 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 endeavour to mobilise the youth of the country and utilise their love for shopping for the greater good – ‘Shop for a Cause’.
Manu Gupta, Co-Founder, SEEDS said, "The unprecedented Covid crisis has jolted the nation, taking away people’s loved ones and causing untold suffering. We continue to be at the forefront in driving change. SEEDS’ 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 endeavour to mobilise 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.”
Komal Hiranandani, Founder, SaltScout, added, "We've been delighted to see MTV, as the country's premier youth platform, led by example. Through this novel initiative, they 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."
The initiative also brings to light the phenomenon of pre-loved sustainable shopping, which addresses the impact of carbon footprint on the planet and the need for cleaner environment.
Support the cause with some therapeutic shopping, as the pieces are up for grabs at www.mtvnofeversale.com
As part of the next chapter of MTV Cancel Covid, MTV will launch more initiatives aimed at rallying the community and helping those in need to fight against the pandemic.