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Twinkle Khanna Collaborates With Elbi India

The collaboration will see Twinkle reunite with Elbi Co-Founder, Global Supermodel and Philanthropist Natalia Vodianova who she first met during the Vogue Women Awards in 2017, where Natalia was awarded Women of The Year and Twinkle with Opinion Maker of the Year.

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Former actress Twinkle Khanna has collaborated with Elbi India, a philanthropic rewards-based subscription service, to launch several exclusive gifts and experiences for users to redeem in return for their charitable donations.

Twinkle becomes the latest A-list supporter of the Elbi India platform, which will see her provide exclusive products as part of an entirely unique and unprecedented reward system the Elbi ‘LoveShop’ and an exclusive experience with ElbiDrop. Previous international supporters have included Doutzen Kroes, Naomi Campbell, Anja Rubik and Adowa Abowah.

The collaboration will see Twinkle reunite with Elbi Co-Founder, Global Supermodel and Philanthropist Natalia Vodianova who she first met during the Vogue Women Awards in 2017, where Natalia was awarded Women of The Year and Twinkle with Opinion Maker of the Year. Both Natalia and Twinkle have campaigned for a variety of important social campaigns, including menstrual hygiene awareness. Natalia supported the Pad Man Challenge for Twinkle’s film production, Pad Man to tackle the taboos surrounding menstruation in India.

Elbi India rewards subscribers with the ElbiDrop, which gives them the chance to win exciting gifts and experiences as part of a limited time bidding process. The highest donator is rewarded with the gift, which this month will include a special Twinkle Writer Challenge. This will see Twinkle submit the title of a book on the platform for users to interpret in their own way and create a unique story idea to match. The person with the best submission will then have the once in a lifetime opportunity to meet Twinkle face to face to learn how to create their very own bestseller.

The proceeds of the ElbiDrop will go to WE, a non-profit organization that works with communities in Rajasthan to break the cycle of poverty through a program called WE Villages. Through education, healthcare, clean water, food security and financial opportunity, WE Villages helps to achieve long-term sustainability in close partnership with each community resulting in lasting change and economic independence.

Elbi India subscribers are also rewarded with ‘LoveCoins’, which amount to a unique currency for the latest gifts and treats. Each rupee equals to one LoveCoin and for every month of subscription comes more coins as a reward. Further to the ElbiDrop, this August, these LoveCoins will be used to redeem an autographed copy of Twinkle Khanna’s smash hit “Pyjamas are Forgiving” and a fashion item from Twinkle’s personal wardrobe, as a special collectable or an incredible gift for a loved one.   

Speaking on the announcement, Twinkle Khanna said: “I’m so excited to be collaborating with Natalia and a platform as thoughtful as Elbi India. Their work is a completely new take on charitable giving and I am honoured to be able to provide further incentives for the rewards-based system. I have always taken such an interest in the methods of different charities in the country and this is an exciting new development.

“This new, pioneering, form of donating is a breath of fresh air for the philanthropic sphere in India and provides a new way for people to get involved in supporting vital causes. It’s a unique way to create a platform and community for those who wish to positively impact society and gives millions the opportunity to share their passion for philanthropy. I’m very excited to see the impact it will have.”

Co-founded by Natalia Vodianova and tech entrepreneur and impact investor, Timon Afinsky, Elbi India is the latest initiative from the Elbi landscape, which launched in January 2018. Originally launched as an app and named by Apple as one of their most innovative ways to give back in 2018, the Elbi app has been featured as Apple’s “App of the Day” and operates in over 80 countries including USA, UK, Canada, Australia, Russia, Spain, France and now India.

Now available on smartphone devices and online in India, the Elbi India platform will enable millions of people across India to join a club of like-minded people who want to make India a better place. They are inspired on the platform to support causes they care about and through Instagram and WhatsApp, users will discover how their subscription is making a difference as well as hearing about the exciting rewards. The benefiting charities include the likes of Magic Bus, Cry India, UNFPA (the United Nations sexual and reproductive health agency) and WE Movement.

Co-Founder Natalia Vodianova said: “Twinkle is a true inspiration who I have drawn strength from as we have campaigned on similar issues. We are so pleased to have her support and contribution to Elbi LoveShop and ElbiDrop. Elbi India is built on the foundations of like-minded philanthropists coming together to form a community of changemakers.

“Working with Twinkle on this is exactly what I hoped would happen on Elbi India. Brilliant people, joining us to give their time, energy and also products that reward our user's generous subscriptions and donations. This partnership feels so natural and I hope we raise lots of money and awareness for women and girls across India."

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