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Telecommunication operators Etisalat and EITC (du) are giving the general public in the UAE the opportunity to assist those devastated by flooding in the Indian state of Kerala. The telco's are allowing users to make donations via SMS with amounts ranging between AED10 and AED200.

Etisalat users can SMS 2441 for AED10, 2443 for AED50, 2446 for AED100 or 2449 for AED200. EITC (du) users can send a message to 3441 for AED10, 3443 for AED50, 3446 for AED100 or 3449 for AED200.

The move is part of the UAE's humanitarian campaign to aid the victims of the recent floods. The initiative has been spearheaded and led by President Sheikh Khalifa Al Nahyan, Vice President, Prime Minister and Ruler of Dubai, Sheikh Mohammed bin Rashid Al Maktoum and Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces Sheikh Mohamed bin Zayed Al Nahyan.

The Khalifa bin Zayed Al Nahyan Foundation received AED10 million in donations for Kerala which has been ravaged by severe flooding and has been described as some of the worst flooding to ever hit India. Other significant contributions include Kerala-born Indian businessman Yousef Ali, owner and director of Lulu Commercial Group, who gave AED5 million.

Dr. BR Shetty, cice chair and CEO of NMC Specialist Hospital and Sunny Varkey, founder and chair of Gems Education, also donated AED5 million each.

Varkey, who is also from Kerala, said the contribution will go towards rescue support and rehabilitation work in the state.

"Kerala is witnessing an unprecedented challenge and it calls for the unified efforts of all to support the state and its people. My heart goes out to the people affected by the floods and I hope they will find the strength and resolve to overcome the crisis. This is a challenging time, no doubt, but standing united, we can overcome it," he said.