MUMBAI: Launched with the aim of connecting hearts, Zindagi, is now returning its gratitude to all its dedicated audiences in a very unique manner.

Every hour, 31 children across the world are robbed off a future due to HIV.  3.8 million people go blind because of cataract every year. Over 50 per cent of Indian children drop out of school because they can’t afford to. This December, Zindagi has associated with Give India to undertake an initiative to bring about a change in the lives of children suffering from AIDS, old aged people suffering from cataract and children who are deprived of education.

The channel will donate to this cause on behalf of its dedicated viewers with a unique initiative on social media platforms. Kick starting on World Aids Day i.e. 1 December 2014, Zindagi will invite its fans to post messages on its official Facebook page in support of little children suffering from AIDS. With every comment made on the Facebook page, Zindagi will make a contribution towards the fund on behalf of its fans. The amount raised through the day will be donated to support the living expenses of these children for a month. On 2 and 3 December, Zindagi will conduct similar initiatives to sponsor surgeries for aged people suffering from cataract and sponsor school supplies for children who cannot afford education respectively.

Zindagi invites active participation from viewers through their Facebook page where they have to post comments supporting this cause. Each day, the first 60 viewers that post comments will get a certificate from Zindagi acknowledging their contribution towards the cause.

Speaking about this initiative, the channel’s business head Priyanka Datta said, “Zindagi has had such a phenomenal response from audiences in India since its launch and this initiative is just our way of saying ‘Thank you’! The appreciation we have received in the last 5 months is humbling and this is a very small step onour digital platforms taken to make a difference in some lives for all the love and support we have received.”