ELLE Carnival for a Cause
Where Fashion Joins Hands Against Breast Cancer
Bangalore, 3rd May, 2014: Through its Fashion Joins Hands Against Breast Cancer initiative, ELLE augments work in the area of breast health under the auspices of the Ogaan Cancer Foundation, which supports the Women’s Cancer Initiative – Tata Memorial Hospital.
The fashionable Sundowner hosted by The Taj West End in its grand Ballroom, saw a delightful gathering of Bangalore’s social brigade in full force to support the cause. The carnival held on Saturday evening saw the presence of Bangalore’s glitterati such as Ritu Mallya, Anusha Raj, Seema Malhotra, Ila Naidu, Judith and Ian Felton amongst many others.
Fashion Joins Hands Against Breast Cancer is ELLE magazine’s initiative to work with members of the fashion fraternity who donate creations, which will be retailed through the carnivals. Along with a silent auction featuring designer merchandise from prestige brands like Tod’s, Christian Louboutin , Christian Dior and Chanel was also held at the do.
Three fund-raising events have been planned over a course of 2 months across three metros. New Delhi flagged off the first ELLE Carnival for a Cause followed by Bangalore and Mumbai. The next carnival will take place in Mumbai on 18th May.
ELLE Carnival for a Cause is a unique way to raise funds, since the designer-wear is affordably priced, enabling a wider audience to contribute and be a part of the initiative. Bangalore based designers The Bombay Attic, Namrata G, Ritu Pande, Mogra, Ravage and Minske among many others partook in this fun evening. Also, great discounts are available on high street fashion brands, beauty products and super stylish accessories.
The Carnival hosts a fun evening along with activities like tarot-reading, fortune-telling and innovative games; all this, while a live band set the beat to the fundraiser with a heart.
“It is hard to ignore the statistics that one in 30 women in urban India runs the risk of developing breast cancer,” says Aishwarya Subramanyum, editor-in-chief, ELLE/Archana Pillai, Group Publisher and CEO, Ogaan Publications. “But the good news is that a simple self-examination that takes only 15 minutes once a month can detect the disease. Early detection can lead to a complete cure. With these facts it is imperative to increase awareness – we want young women, our readers, to have a healthy, happy future. And this is the way we can ensure it.”
Speaking at the event, Somnath Mukherjee, General Manager – The Taj West End, Bangalore said, “The event spreads awareness about breast cancer in a way that educates and celebrates the determination of women to overcome the illness. The Taj Group is proud to continue its association with Elle for the Breast Cancer Awareness Campaign. As a symbolic gesture, The Taj West End will participate in full spirit and the guests can enjoy a fashionable sundowner evening with shopping and fun filled activities. We are pleased to offer our support to make a difference towards the initiative as the funds from today’s endeavor will be channelized for this cause.”
With the ELLE Carnival for a Cause, Taj West End brings together the fashion industry to mobilize awareness and donations, and gives an opportunity to connect with approximately 500+ people per city. All funds raised from the Carnivals are donated to the Womens’ Cancer Initiative of the Tata Memorial Hospital, Mumbai. The carnival saw an elaborate spread of Food and beverage offerings which was a feast in its own; a sprawling spread of interesting live counters comprising specialties from Blue ginger, antipasti, affogato, frito misto, pan crostini, exotic cupcakes, pies, macaroons and tarts, cheese and cold meat, an array of hot and cold pass arounds, a large selection of unique cocktails and much more.
About Ogaan Cancer Foundation and ELLE Breast Cancer Campaign
Started in 2007, the Ogaan Cancer Foundation has been promoting and augmenting efforts for the cause of breast cancer through its flagship publication, ELLE. India’s premier fashion and lifestyle magazine for women, with a circulation of more than 80,000 copies, ELLE has been instrumental in upholding the cause and in disseminating information for the benefit of women through its issues.
Over the years, the Ogaan Cancer Foundation – a registered non-profit under Section 25 of the Companies Act) – has risen over ` 2.5 cr for the cause. The sum is especially significant because the campaign targets small individual donors – the average donation
is under ` 3000. Over the years, over 4000 people have joined this movement by contributing their time, services, products or donations and actress Sonam Kapoor is the cause’s ambassador.
ELLE hopes that its association and efforts will boost the Foundation’s ability to garner support, both monetary and emotional, ensuring that women, principal readers and also the biggest target group for breast cancer are better equipped and that the community they are surrounded by is sensitized to handle the issue effectively.
About Women’s Cancer Initiative – Tata Memorial Hospital (WCI-TMH)
WCI-TMH was founded by Mrs Devieka Bhojwani in partnership with the Tata Memorial Hospital in 2003. It has been designed to take care of various issues related to cancers in women such as breast, cervical and ovarian cancers. The foundation is based at Tata Memorial Centre, Mumbai, one of the leading hospitals in the country, working on treatment, education and research in the field of cancer. The foundation has undertaken numerous initiatives to create awareness and emphasise the importance of early detection. It aids R&D on the causes and cures of the disease, facilitates interaction between professionals through annual breast cancer conferences. WCI-TMH also organises an ‘Open Forum’ for members of the general public to interact with experts in the field of cancer. However its core activity is financially supporting over 500 women annually who are unable to afford their treatment but have over an 80 per cent chance of recovery.
About Taj West End
The Taj West End recently celebrated the 125 years of its legendary existence. Built in 1887, as Bengaluru’s first hotel, The Taj West End is a sanctuary for today’s discerning business and leisure traveller, offering bespoke luxury experiences that have made it a leitmotif of the city.
About Taj Hotels Resorts and Palaces
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