An Indian online firm primarily catering to the cause of charity has recently signed up 300 celebrities, including Bollywood personalities Amitabh Bachchan and Deepika Padukone and Indian cricket team captain M S Dhoni, for a campaign to raise funds for mid-day meals. FlywithVIP.com, an online portal, is auctioning adjoining seats to the highest bidder on an aircraft which a celebrity has boarded so that the auction winner can spend quality time with his favourite celebrity on-board. A majority of the money thereby raised from the auction goes to charity. “About 85 percent of the proceeds go to a charity, close to the celebrity’s heart. In this case, the proceeds went to Akshaya Patra Foundation, the world’s largest mid-day meal provider. Since celebrities are frequent fliers, this platform is expected to annually raise about Rs.200 crore for various charities. Already over 300 celebrities have signed up,” the company said in a statement.

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