In a move that could be called trendsetting, BAG films launched a helpline on Wednesday and within three hours received as many as 100 calls.
"What can I say? It is a step forward for Indian television. I am very happy that all the hardwork is paying off," says MD, BAG, Anurradha Prasad.
It is an achievement of sorts to have received this kind of a response within just three hours of the number being flashed on air.
Our sources tell us that the helpline has also received calls for financial aid from top industrialists and lawyers who want to be part of a noble cause.
"We need the support of the media and goodwill of the industry to sustain this kind of work. Rihhaee is going great guns and I hope in the future we will be able to do even better work," says the creative head of the show, Sharad Raj.