Masafi, a leading regional FMCG brand, said its bottle being auctioned online for charity purposes is fast gaining momentum, with the bid and total donation crossing Dh25,000 ($6804).   

 

This is the first-of-its-kind online philanthropic auction for a bottle of mineral water in the world. It is part of the ‘Thank You’ campaign initiated by Masafi in partnership with Dubai Cares, said a statement from the UAE company. 

 

"The online auction of 1.5 litre Masafi natural mineral water bottle is fast gaining momentum, with the bid and total donation crossing Dh25,000 as on date. The water bottle, being auctioned on www.mostpreciouswater.com, is on course to become the most precious water bottle in the world," it stated.

 

All the proceeds from the online auction will be donated to Dubai Cares to provide children in developing countries access to quality primary education.

 

The auction, which started at a base price of Dh1.5, has now reached the Dh8,000 mark [as on June 19, 2013], with the number of supporters and donations registering a steady increase, said the statement.

 

The auction runs till June 30, 2013. Those who are outbid in the auction have the option of donating the bid amount to Dubai Cares through the auction site.

 

Reginald Randall, the CEO of Masafi, said: “It is a matter of immense pride to see the overwhelming response to the online auction for the Masafi water bottle. This initiative has brought the private sector, non-government organizations and the UAE community on a common platform to help underprivileged children in developing countries. On behalf of Masafi, we are extremely thankful to all bidders and donors.”

 

The online auction takes interested bidders through the e-government payment gateways and all contributions are forwarded directly to Dubai Cares. The requisite security features have been put in place to ensure secure communication and transaction for users, the statement added.-TradeArabia News Service