India Inc is famous for waxing eloquent on corporate social responsibility (CSR), but the first humanitarian gesture in the wake of unprecedented rainfall in Chennai has not not from them but the film fraternity.
The film world has decided promptly to not only postpone the IIFA Utsavam celebrations until January 2016 but also to hold the event with a fundraiser for Chennai.
In a statement issued on behalf of IIFA management, Andre Timmins, founder-director, Wizcraft International, said: "Today we are one with the city of Chennai and together with the film industry, we will show complete support in aid of those affected by this tragedy. The first edition of IIFA Utsavam in conjunction with the film industries of Tamil, Telugu, Kannada and Malayalam will be held later as a fund raiser for the flood victims."
The statement was tweeted by film trade analyst Taran Adarsh.
The first edition of IIFA Utsavam was due to be held in Hyderabad from 4 to 6 December.
Just a day earlier, on 2 December, industry body Assocham, while estimating the financial loss caused by the flood fury in excess of Rs 15,000 crore, had asked for an immediate relief package from the Narendra Modi government.
The rainfall had forced many companies like Infosys and Cognizant to close offices, besides forcing Hyundai, Ford and Renault India to shut their factories on 2 December.
Here was a good opportunity for corporate India to lend a helping hand in terms of aiding rescue operations, besiding helping the city's residents in fixing many problems, given their technical and managerial expertise; seeking package could have come later.
Meanwhile, the unprecedented downpour has left 269 people dead in Tamil Nadu and two in neighbouring Puducherry and lead to never-before-seen closure of schools and of late business establishments.
The situation worsened when water from Chembarambakkam lake was released on Wednesday night, leading to streets in an around Saidapaet area submerged.
Prime Minister Narendra Modi is in Chennai (on 3 December) to do an aerial survey of the flood-affected areas of the city. Earlier he had promised all help to the state government.