Molecule Communications hosts fashion-oriented fund raiser in NYC

| Marketing | June 13, 2013 | News

In an effort to fulfill its responsibility towards society, Molecule Communications recently organized a charity fundraiser titled ‘Fashion Fiesta For A Cause' (FFFAC). The benefit was held at The Angel Orensanz Foundation in New York City in the last week of May. The proceeds collected from ticket sales were given to the Women's Education Project (WEP), a non-profit organization based in India, which works towards raising funds for its women students in India. A special ticket, priced at $250, allowed the buyer to adopt a WEP student, and thus support her schooling and career training for an entire year.

Molecule Communications is headquartered in Mumbai with a branch in New York. Hence, the agency decided to target educated professionals in New York, from different fields, who could chip in for the cause. Ajay Shrivastav, Director, Molecule Communications, New York decided to take up the cause when he met Zooyi Timms, Founder of WEP at an event in New York and discussed the initiative with her.

Speaking about the objective behind organizing the event, Ajay Shrivastav, said: "This fundraising event hosted by Molecule Communications brought celebrities and fashion together to raise funds for students of the Women's Education Project (WEP). WEP is a non-profit organization helping young women living on less than $1 a day in India, to succeed in college and in careers. FFFAC is an initiative to make a difference in the lives of these girls through different kinds of entertainment. Our goal is to fund 2 years of college education for 100 students."

The evening included a fashion show, a dance performance and a stand-up comedy act. The theme of the fashion show was Bollywood, which had models grace the ramp wearing outfits designed by fashion designer Betsey Johnson. This was followed by an entertaining session hosted by stand-up comedians, Sandra Bernhard and Taylor Nergon. The evening was rounded off with a dance performance by the Rioult Dance Group from New York.

Commenting on the challenges faced in event execution, Kiren Shrivastav, Director and CEO, Molecule Communications Pvt. Ltd., said: "We realized that though everyone comes forward to help in their own way, it is very difficult to get people to buy tickets for a charity cause. There are many people who want to support a good cause but the attraction is more towards entertainment, Hollywood, and Bollywood stars. We tried our best to ensure that the entertainment and the gala dinner would justify the audience's investments in tickets, and our show received a great response in the end."

Shedding some light on the aftermath of the event, Kiren Shrivastav said: "The event was very successful; in fact we nearly completed our goal for this year. In the future, we will continue with our efforts and make this an annual property while working towards televising the same in USA. We will take up a different social cause every year."

The first edition of ‘Fashion Fiesta For A Cause’ was the media and brand solutions agency’s own initiative.

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