The ideal duty of the entertainment industry is to come up with films and events that provide recreation and enjoyment to the common man. But there is also an underlying responsibility. Cinema is a powerful medium so enough effort should be taken to give a message to the society and make a difference.

Currently, Tollywood is pursuing three big causes religiously. First is the ‘Swach Bharat’ campaign spearheaded by PM Narendra Modi. Megastar Chiranjeevi and ‘King’ Nagarjuna are going out of their way to campaign for Swatch Bharat. The second cause is the flood relief measures for the state of Kashmir.

As part of that, Tollywood singers and actresses are all set to perform along with Bollywood beauty Sonakshi Sinha at a special event on October 18th in Hyderabad. The proceeds of this concert would go to the flood relief fund of Kashmir.

As for the others, they are donating in a big way for the flood relief victims of Vizag ravaged by the cyclone Hudhud.