Actor Mouni Roy teamed up with Mumbai-based animal welfare organization Animals Matter To Me (AMTM) for a short-term Diwali initiative titled “Play for Paws.” The campaign, held from October 20 to 23, aimed to raise funds for rescued animals under AMTM’s care while engaging the public through an interactive digital format.
The “Play for Paws” campaign invited people to participate via the website playforpaws.amtmindia.org. Visitors could select a rescue dog from AMTM’s database and contribute toward its food, medical care, and shelter. The activity positioned itself as a digital means to promote compassion during the festive period.
Participants were also eligible for small symbolic gifts, with AMTM noting that one top donor and one randomly selected participant would receive products from partner brands each night of the campaign. The initiative sought to make donations more accessible and engaging, especially for younger audiences comfortable with online participation.
Mouni Roy Partnership
Speaking about the campaign, Mouni Roy expressed her motivation to bring attention to animal welfare causes through a format that was participatory rather than formal. She said the initiative was inspired by the unconditional companionship animals provide and the desire to create a cheerful act of giving during the festival season.
Ganesh Nayak, Founder of AMTM, added that such campaigns serve as a new model for encouraging small, recurring contributions, helping to strengthen the organization’s operational network of shelters and sanctuaries. AMTM described the project as one of several recent outreach efforts intended to connect the public with its long-term animal care work.
Supporting AMTM’s Work
Funds collected through “Play for Paws” are directed toward AMTM’s existing facilities, including the AMTM Animal Haven in Kolad, Raigad. The two-hectare sanctuary currently houses more than 250 rescued animals such as dogs, cats, cows, pigs, and geese. Many of these animals, according to AMTM, require permanent care due to injuries or medical conditions that make them unfit for street life.
The organization also operates a sanctuary and hospital in Malad, Mumbai, which functions as its primary rescue and treatment center. This facility includes spaces for rehabilitation, animal-assisted therapy, and educational programs designed to increase public understanding of responsible animal care.
AMTM’s programs are funded through public donations, brand collaborations, and visitor interactions such as CSR day camps and boutique stays at its Malad facility. These diverse revenue streams are aimed at achieving long-term sustainability for the organization’s animal welfare operations.
Expanding Awareness
Through campaigns like “Play for Paws,” AMTM seeks to merge digital outreach with cause-driven fundraising. The organization said it views such efforts as a way to make everyday acts of kindness part of a broader social routine rather than one-time seasonal giving.
“Each contribution helps sustain the animals we care for and helps more people experience the joy of compassion,” Nayak said, noting that continuous engagement is essential to maintaining shelters and veterinary services throughout the year.
Broader Community Impact
The collaboration with Mouni Roy underscores growing celebrity participation in grassroots animal welfare projects. While the campaign was rooted in Diwali festivities, its message aligns with AMTM’s wider goal of building an informed, compassionate network of supporters who can ensure neglected or injured animals receive consistent resources.
AMTM continues to operate as a registered non-profit organization working across key areas such as rescue, rehabilitation, medical treatment, and adoption facilitation for animals in Mumbai and surrounding regions.
By leveraging short-term, accessible campaigns alongside long-term initiatives, the organization aims to keep animal welfare in public focus while promoting recurring support from individuals and institutions alike.
