A fundraising campaign organised on micro-blogging website Twitter saw over 2,670 Twitter users pooling in money for Bollywood actor Nana Patekar and Marathi film maker Makarand Anaspure's non-government organisation, Naam Foundation.
The foundation has been using the funds thus raised for the drought victims in Maharashtra.
The twitterati collectively sent out more than 20,000 unique tweets to raise funds for Maharashtra drought victims for the fundraising campaign, named #IcareISupport.
Conceptualised by cricket software company CricHQ, the campaign succeeded in raising several lakhs of rupees.
"This campaign showed social media's unique ability to rally people for a worthy social cause. It also gave sports lovers a unique opportunity to channel their passion into direct benefits for the drought victims in Maharashtra," Aroon Kumar, General Manager of Gobal Marketing at CricHQ, said in a statement.
The #IcareIsupport campaign drew support from several Indian and international cricketers as well.
New Zealand cricketer Scott Styris supported the campaign by urging his fans through a recorded video while Indian cricketer Ravichandran Ashwin, former New Zealand cricket team captain Stephen Fleming and the Twitter handle of Chennai Super Kings team also tweeted campaign messages inviting funds.
