Keeping kids company comes naturally to Riteish Deshmukh. The actor recently spent time with children from Childline India Foundation, an NGO under the Purple Ribbon project of Fame Cinemas, and other fans at InOrbit Mall.

The event was kick-started with on-the-spot contests for the kids. The winners were given CDs and cassettes of Riteish's film "Heyy Babyy". In the film, Riteish plays the lovable character of Eddy, The Teddy, a Sydney-based party organizer for kids.

At the Fame Cinemas event, a man in a costume of Eddy, The Teddy greeted and entertained everyone. The crowd cheered when Riteish and "Heyy Babyy" director Sajid Khan walked in and mingled with the NGO kids. Sajid then introduced the film to everybody, while Riteish got a warm hug from the costumed Eddy, the Teddy.

The two sang along with the kids and Riteish even did a jig for them. Later, the kids also participated in an impromptu dance competition. The sparkle in their eyes showed how excited they were upon meeting one of their favourite Bollywood actors.

Childline primarily aims at responding to the emergency needs of underprivileged children throughout the country. It ensures that there is an integrated effort between the government, non-government organizations, academic organizations, bilateral agencies, corporates and the community in protecting the rights of children.

The NGO also has a 24-hour toll-free phone outreach service called Childline Service. One can dial 1098 to get connected to this service in 75 cities/towns across the country. Over two million calls are registered on this helpline number every year.