Dubai, May 11 (Emirates 24/7): The online auction of a 1.5-litre Masafi natural mineral water bottle – the first-of-its-kind online philanthropic auction for a bottle of mineral water – is gaining momentum with new bids as bidders and donors open their hearts and purse strings to contribute for the noble cause on www.mostpreciouswater.com.

The auction, which started at the base price of Dh1.5 for the bottle, now stands at Dh5,500 [as on May 9], with the number of supporters and donations registering a steady increase. Proceeds from the online auction will go to Dubai Cares in support of providing children in developing countries access to quality primary education.

The auction for the bottle – estimated to become the most precious mineral water bottle in the world – runs till June 30 and supports Dubai Cares’ programmes globally. Those who are outbidden in the auction have the option of donating the bid amount to Dubai Cares through the auction site.

Reginald Randall, CEO of Masafi, said: “We are overwhelmed with the response to the online auction and the long-lasting impact it will have on the lives of underprivileged children. I am thankful to all the bidders and donors and hope we will continue to see a very high level of community engagement for this noble cause.”

Masafi will also reinforce awareness about the online auction through an activation, which will be taking place at The Dubai Mall between May 9 and 19, where the auction bottle will be on display. Shoppers can donate or bid for the cause with the help of representatives at the activation.

The online auction takes interested bidders through the e-government payment gateways and all contributions are forwarded directly to Dubai Cares. The requisite security features have been put in place to ensure secure communication and transaction for users.

The online auction is part of the ‘Thank You’ campaign initiated by Masafi – one of the region’s leading FMCG brands – in partnership with Dubai Cares, the UAE-based philanthropic organisation.