So What Does Charity Really Mean? The Celebrity Take.

Charity and Corporate social responsibility have become big business these days, but what does charity really mean to people who are mega achievers and at the top of their careers? Kavita talks to five celebrity Youth Icons.

She is the beautiful and multitalented daughter of sitar legend Pt. Ravi Shankar, and for Sitarist Anoushka Shankar, one of the most vivid childhood memories are those of her lovely mother Sukanya bringing home stray starving or injured animals to nurse back to health. “There were many who didn’t make it, but my mom would continue to nurse them, and love them, so they didn’t die alone.”

Her parents, says Anoushka, have never been mere spectators when it comes to reaching out. “They have always been very hands on. My mom would stop on the street if she saw a person or an animal needing help. My father has always been involved in giving charity concerts and was a pioneer when you look at the Concert for Bangladesh. It was the first recorded Benefit concert and what that started has been just incredible. It was totally his initiative. So I grew up seeing both my parents being truly compassionate and that made me reach out myself. I still remember I was may be 7 or 8, and we started a clothing drive in our school to aid victims of a hurricane in Bangladesh and donated what we received to the UNICEF. In High School I got involved in administrating a Feminism Club where we did concerts and poetry reading and all the collections went to this domestic violence shelter that we had been working with for a couple of years. So just in my own small way, I tried to contribute.”

For actor Rahul Khanna, acts of kindness have never been far from home. “My great grand father had started a kind of vacation camp for nurses during World War 11 which he later expanded into a holiday home for underprivileged children. My grand father J. R. Taleyarkhan continued the initiative. We had a home nearby on that property so we always came into contact with some group of children who lived in shelters and orphanages but were able to come that weekend and enjoy themselves. The sheer joy in their eyes at the sight of the sea, the waves, even the swimming pool was something that has stayed with me. It made us realize how privileged we were. Later my mother started working full time with CRY, and I think that has deeply influenced me. As a result I tend to gravitate towards any project/initiative supporting underprivileged children.”

For Dr. Deepak Chopra’s son journalist and entrepreneur Gotham Chopra, the earliest memories related to charity are of his grandparents’ house in Delhi. “It was not just our family house but also my grandfather’s clinic. He was one of the most renowned Cardiologists in India and consultant for powerful officials in the government, but he had the ultimate open door policy at his clinic. Anyone could come and he would see them. He never requested payment from anyone and simply asked them to give what they could if they asked. Not only that, but my grandmother would serve tea and biscuits or even full meals to folks that had traveled from far off towns and villages to see my grandfather. My grandfather always believed that as a physician, for all the great knowledge and wisdom he had been taught by his teachers, it was his moral duty to serve people – to give back. His compassion for people was not just an obligation, it was a genuine emotional code he lived by and a legacy he passed down to all he touched, including me.”

Amaan and Ayaan Ali Khan not only carry the legacy of their legendary grandfather Ustad Hafiz Ali Khan, and their father the Sarod Maestro Ustad Amjad Ali Khan, but the biggest thing that keeps them on their toes is the unwritten code of conduct laid down by their mother Subhalakshmi a Bharatnatyam superstar in her time. “We were told that it was okay to be a mediocre musician, or a student of academics, but she would not tolerate any slip in our behavior towards fellow humans. Our parents are very compassionate and God fearing by nature and Ma made it very clear that she would not tolerate any kind of insensitivity, or lack of courtesy from us towards others who may not be as privileged as us.”

Amaan admits candidly that in the early days he was too obsessed with wanting to be a worthy son of his legendary father, and consumed with just wanting to practice incessantly and get somewhere, and a serious thought of charity, never really took shape in his mind, but he’d end up giving his clothes and money away in random acts of kindness and help out in whatever way he could.

Ayaan says in subtle ways his parents’ acts of kindness, seeing his father play at incessant charity concerts, and become an Ambassador for UNICEF remained with him. “Children are like water. They take on the shape of the vessel and the impact of my parents in how I give back is immeasurable.”

Being celebrities and in the limelight, with incessant demands on their time and an endless chain of requests to endorse charity events, and fundraisers, how do these youth Icons choose what they will lend their name or their voice to?

“There is no dearth of NGOs and charity organizations everywhere doing really good work, and needing support,” says Rahul Khanna, “but there is no way we can support all of them unless we make charity our full time profession. I think it really boils down to lending our voice, and our name to whatever it is that touches our heart, at that moment.”

“As a journalist, I traveled a great deal to places torn by war and conflict and saw firsthand the conditions in which people were forced to live through no fault of their own,” says Gotham. “The poor resources in terms of healthcare and education that they were subject to trapped them in a life without any options. To that end, those are probably to me the areas of biggest activism, trying to find ways of bringing those resources to under-privileged people so they can nurture for themselves the tools that would enable them to create sustainable jobs etc to support their families.”

For Anoushka, Amaan and Ayaan, the best way of reaching a diverse section of charitable initiatives, is through participating in benefit concerts. “I feel sad when I see suffering and poverty, but I know I cant be there to do hands on work, and unlike my father, I haven’t yet reached that stature where I can dictate terms at a certain level, on how things should be done but I feel that through charity concerts I can be part of a joint effort, to bring relief to those who are not as fortunate as us,” Says Amaan.

Ayaan says it doesn’t stop him from wishing the tragedies themselves could have been avoided each time he plays at something like the Tsunami relief concert, a concert to aid victims of the Gujarat earthquake, or those affected by the natural disasters in Orissa. Ayaan, an avid painter has also auctioned off his paintings for big bucks to support charitable projects.

Anoushka is very clear about how she wants to use her name to causes. “While it’s easier to get involved in giving back through playing a benefit concert for a variety of charities, I do feel you have to be careful only because if your name is associated with too many charities then people stop paying attention and it has less impact. So when it comes to long term relationships with charities, I’m more selective about who I’m going to have an association with.” Anoushka has endorsed PETA on an ongoing basis and just recently agreed to be the Ambassador in India of the United Nations World Food Program.

“I’m the first Ambassador in India and we are planning a series of benefit concerts over the winter. I have just shot for their public service announcements. This association is something that I’m hoping to be a long term focus for me.”

Both Gotham Chopra and Rahul Khanna also say it’s very important to do your homework.

“You have to do your research and dig into the organizations that you support. And you have to follow the trail – i.e. meet the executives who run these organizations, understand their mission, and how the dollars actually support that mission. And ideally, you have to go to that school, that hospital, that shelter where your money is going and see for yourself how/if people are benefiting. There are very few shortcuts,” says Gotham.

Rahul recommends that all charities should have clear transparency with their P.R. mechanism in place for everyone to see. “There are definitely times when you wonder where the money went. Take the case of Tsunami relief efforts. There were so many checks written and to this day there is a big question mark on how much of it really reached the victims. So while it isn’t possible to check each time, transparency, a proper website is a big help for us to decide where we want to be present as well.” Rahul also says often lack of infrastructure brings charitable projects down. “I have been to events where the intention was very genuine but after my being there to inaugurate the event or be part of a fundraiser, they couldn’t leverage it because they didn’t have the infrastructure to continue the effort.”

Amaan adds, “I cannot say for sure in terms of what each charity concert or fundraiser I play at or attend will achieve. You take the organizers’ word and hope they will deliver. Even in the case of well known organizations there have been times that things have not happened the way they should have, so you just try your best to check them out and hope they are sincere in their intent.”

How do these stars choose when it comes to celebrity fundraisers and how do they make sure it’s all authentic and not just a cocktail event for the rich to go back home and talk about and names drop?

Ayaan says somehow now with being so many years in the business, he has a pretty good sense of what is authentic and what is not. He says he has been to events which were supposedly charity fundraisers but ended up being socialite events. “When you are doing something for the underprivileged or those whose lives have been torn apart by disasters, certain decorum and code of conduct to appreciate the gravity of the circumstances is important.” Ayaan admits that there have been some cases of mistaken identity, even with him. “There are people who have started a charity or an NGO but for social recognition and acceptance. It has become an increasing trend and that puts many genuine acts of charity in danger of being misunderstood.”

Anoushka and Amaan have a different take on the topic. “I’m more likely to say yes to a one time event even if it turns out to be a high society affair,” says Anoushka and adds, “Yes it’s a bit strange to be at a swanky do to benefit the underprivileged and see so much money being put on the plates, the entertainment and the gift bags. Not to be cynical but unfortunately that is the way the world is. People at these dos have the ability to put the money they pay to be at the event directly into the hands of the charities they are endorsing but if we still end up gathering huge amounts of money collectively then I’d still take part and make something happen.”

Amaan agrees. “If a socialite has a fundraiser and gets it into the media, creates a lot of awareness and delivers, I really have no issues with that person getting some publicity for themselves in the bargain. There are those who sit there sipping their wines and criticize everything under the sun, and do nothing. Of course there are many people who are genuine and selfless in what they do and don’t want any accolades, but that is a very small number. I believe that I should do whatever I can with a pure intention. Failure or success is a result I can never be sure of, but I must still try and do my bit and use every avenue available to achieve that end.”

Corporate Social responsibility has become a big buzz word these days with many corporations supposedly giving back. One hears mixed comments from CEOS and entrepreneurs. It ranges from yes we are making a huge difference with giving back; to some corporations coughing up cash just to see their Logos in the most prominent spot in the charity event brochure. So what kind of corporate support/sponsorship do these stars see around them at charity events?

“Most of my personal effort, outside of supporting political candidates, is focused on a few organizations that work mostly in India,” says Gotham. “Sure – corporations get involved and get their logos plastered all over for the money they give, and I don’t really have a problem with that as long as they are truly contributing value in terms of money and other resources. I don’t really get hung up on those debates. If it takes having a banner or a logo attached to every mention of the work they are doing, as long as it is helping people in need, I have no problem with it.”

Rahul Khanna agrees. “Corporate houses have always been supportive of charities at some level, whether out of genuine concern or for PR purposes. While it would be nice if the involvement was out of sincere responsibility, I feel that as long as the cause is served, it’s a step in the right direction. I have recently been hearing about the efforts of the Gates foundation and it sounds like a great example of a corporate house giving back. Also, big industries can give by setting a good example in terms of environmental responsibility. So many big companies “going green” is a great way to spread the word and set a new standard for conserving resources.”

Ayaan says it would be naïve to think that big corporations while giving back and hopefully with sincere intentions would not want their logos or names splashed across the initiative. “Branding is an intrinsic keyword in any corporate effort, but if that can get them to make big donations to a worthy cause so be it. Frankly I also feel more confident that the money raised at a big event sponsored by a powerful multinational, has a much better chance of making it to those who need it than otherwise. Not only is their reputation on the line, they also have the clout to make it happen.”

Anoushka says that while she sees a lot of corporate involvement into the high end glamour charity events, her regret is that less glamorous charities get the step motherly treatment. “UN’s WFP is a perfect example of this. It is as important as any other UN charity but it’s not quite so glamorous because feeding hungry people is a permanent issue. It really doesn’t have the attraction of some more dramatic charities that people would gather around to create very big issues about, so they tend not to get that kind of support.”

Anoushka adds that corporate support is key when it comes to empowering charities like WFP to continue to do good work. “Charity has to be constructive and long term for it to be effective in eradication of the issues the Charities are dealing with. They need the support for going the long haul. WFP for example feeds hungry children through schools. It makes them come to school, have a full stomach which in turn enables them to study. When you are starving, education is the last thing on your mind. And look at the long term results. You are feeding and educating future generations which will benefit the society as a whole. It is such a simple concept but it affects so much more than just the immediate issue of hunger. But for all that to continue, individual and to a larger extent corporate support is key.”

Gotham also wants corporations to make it possible for their employees to be more interactive. “Afford your employees opportunities to make a difference in their communities. Build programs within companies that encourage workers as part of their jobs to focus on humanitarian and philanthropic endeavors. Being socially conscious has to become a part of our way of thinking and behaving if we are to improve the conditions of our planet.”

Being world travelers, do these celebrities see any difference in the way the world looks at social responsibility?

Gotham says that increasingly people everywhere are starting to understand that we are all connected. “How I behave and act has a direct impact socially, economically, and environmentally on people and places on the other side of the planet. To that extent, I do think people are far more conscious of the choices they make. But I think we are at the tip of the iceberg still and have a long way to go for people to fully understand the tremendous responsibilities those of us surrounded by privilege have toward the rest of humanity.”

Anouskha adds that while there are differences, the world is shrinking. “The upper classes across the globe function more or less the same way, but of course you will always find certain amazing people who will go out there and change at least their part of the world and also others who really don’t care. I see kindness and cruelty go side by side in every part of the world.”

Being youth icons, what kind of message do they want to give to their fan base across the world?”

All five say that like everyone else their support of causes is based on what touches them on a personal level.

“I get involved in causes that are important to me because of things going on in my life,” says Gotham who is going to be a father soon. I am going to have a son, so I have adopted a child in the name of my new son to be. The idea being that I know my son will grow up around privilege simply be virtue of the family he is born to and I wanted to make sure that some other child with lesser luck gets some opportunity as well, in an under-privileged village in India. I have a family member who was the victim of a cancer-related illness so I have supported various cancer research initiatives. I have seen too many areas in conflict in the Middle East and other parts of the world, so I am involved in organizations building educational facilities that give young people opportunities beyond war and violence. But that’s what’s important and accessible to me. I really believe that people have to identify what their communities need and how they can be a part of those projects. How can they actively engage in, and make a tangible difference? One’s motive has to be genuine for their contribution to be meaningful so I always encourage people to meditate on what it is important to them and go from there.”

Rahul Khanna says, “I am partial to causes that promote education for underprivileged children as I feel knowledge is power and is the key to progress and advancement of our country. Animal cruelty also upsets me and is a cause that is slowly gaining awareness in India. I think we, in India, need to also join the world in being environmentally aware and finding ways to conserve resources and live responsibly.”

Anoushka feels that the immediate concern for the world should be environment and our species. “And with that people have to choose their own focus. Mine is probably spread out a little thin in that I try to be aware of the environment as much as I can, and I find a great lack of it in India for example. People don’t understand the concept of recycling or that you are responsible for your own wastage. I don’t think there is much time left for us, if we don’t act now.”

Amaan and Ayaan say, for them the message was always clear-to remain consciously aware of the fact that the lives of others may not be as comfortable as theirs, that there are many causes that need compassion and reaching out, and that every little bit helps. Their final message to those who appreciate their work is that no matter what people choose to chip in for, just do it with genuine compassion and pure intentions, and the rest will follow.