Astro has launched a fundraising initiative to rally support to alleviate the sufferings of flood victims particularly in the East Coast.

Billed, ''Projek Banjir Astro Kasih' the project marks the broadcasting company's collaboration with Tesco.

The collaboration enables the public to send their contributions at the various collection points to be set up next week starting tomorrow (Dec 27) for the public to send food and clothing items which will be channeled to Majlis Keselamatan Negara (MKN).

The items required for the project are diapers, infant milk, milk powder, mattresses, toiletries (toothbrush, toothpaste, soap), sanitary pad, rice, cooking oil, mineral water, detergent, dried food items (sardines, biscuits), blankets, towels, milo, tea, coffee and clothing.

The described items are as advised by MKN at present time but are subject to change based on current situation and need.

In terms of fund donation, Maharaja Lawak Mega will contribute Astro’s portion of the voting revenues via short messaging service (SMS) collected from the programme which will be held at the Royale Theatre Shah Alam, tonight.

The fund will be channeled to the Tabung Kumpulan Wang Amanah Bantuan Bencana Negara, Majlis Keselamatan Negara (MKN) and Jabatan Perdana Menteri.

A portion of the contribution is derived from the screening of Malay romantic comedy, 'Strawberi & Karipap' aired on Astro First.