In a season filled with lights, gifts, and grand gestures, Mumbai-based talent agency Monk Entertainment is proving that even small acts of kindness can make a big difference. Co-founded by Ranveer Allahbadia (BeerBiceps) and Viraj Sheth, the agency has partnered with the Robin Hood Army (RHA) to repurpose influencer PR packages into meaningful donations for underprivileged families across India.
The idea is simple but powerful: every year, creators and influencers receive dozens of promotional hampers from brands during the festive season. Many of these gifts, often unused, end up forgotten in corners or discarded.
This time, Monk Entertainment and the Robin Hood Army are giving them a new life. Influencers are encouraged to donate their unused PR gifts, which will then be collected, sorted, and distributed through RHA’s volunteer network across India’s smaller towns and villages.
The campaign, launched under the hashtags #MissionSwades and “Reduce Waste, Give Back This Festive Season”, is already gaining traction on social media. It’s a continuation of a larger partnership between Monk Entertainment and the Robin Hood Army that focuses on tackling hunger and inequality through community action.
Speaking about the initiative, Viraj Sheth said, “For Monk Entertainment, this collaboration is a heartwarming opportunity to serve our country alongside the Robin Hood Army.
Every year, influencers receive countless PR gifts, many of which go unused. With this initiative, we want to ensure those items reach people who truly need them. We’re deeply honoured to play a small role in spreading kindness during the festive season.”
Through this effort, creators can send their unused hampers to Monk Entertainment’s Mumbai headquarters. There, the team will repack and prepare the donations for RHA volunteers, known as “Robins,” who will then deliver them to those in need.
This collaboration is part of the broader #MissionSwades movement, launched to support 10 million people across 1,000 villages. The initiative focuses on reducing hunger, redistributing essential resources, and empowering rural communities. While the Robin Hood Army handles the on-ground execution, Monk Entertainment leverages its vast influencer network to spread the message and drive participation.
Akshat Jain, Campaign Director of Robin Hood Army, said, “If we have to fight hunger at scale, focusing on rural India has to be the next base. Partnerships like these let us unite India’s youth economy, the influencer generation, with social good.”
For Viraj Sheth, 27, this is not just a festive initiative but a reflection of the values Monk Entertainment was built. Since co-founding the agency in 2018 with Ranveer Allahbadia, he has turned Monk-E into one of India’s most influential creator management firms, representing over 100 digital personalities and generating ₹100 crore in annual brand revenue.
Sheth, who has been featured in Forbes India’s 30 Under 30 and Entrepreneur 35 Under 35, has always believed that creators have a responsibility beyond content and brand deals to inspire real-world change.
Monk Entertainment has consistently backed social impact efforts through its in-house vertical, Monk-E for Good, focusing on community clean-ups, health awareness, and environmental action.
The partnership with the Robin Hood Army shows that the influencer world can do more than just entertain; it can empower. By transforming brand hampers into gifts of kindness, Monk Entertainment and RHA are setting a new trend in India’s creator ecosystem, proving that the true spirit of celebration lies in giving, not receiving.
As Viraj Sheth and his team continue to lead by example, this campaign reminds everyone that influence is most powerful when it’s used to uplift others, one PR box, one act of kindness, and one community at a time.
