Association of Malayalam Movie Artistes (AMMA): A Legacy of Service and Support

Founded in 1994 and registered under the Travancore Cochin Literary, Scientific and Charitable Societies Act, AMMA (Association of Malayalam Movie Artistes) has completed 29 years of dedicated service to its members and society at large. With a current membership of 498, including 253 men and 245 women, AMMA stands as a powerful collective in the Malayalam film industry. The organization comprises 117 honorary members and 381 life members, reflecting its deep roots and broad reach.

Welfare Initiatives

AMMA is celebrated for its extensive welfare programs, particularly the "Kaineettam" scheme, which began in 1995 by offering Rs. 1,000 to 10 members. This initiative has since expanded, now providing Rs. 5,000 monthly to 117 members, ensuring financial security for the elderly and those in need. At one point, 140 members were receiving this benefit, highlighting AMMA's commitment to its members’ welfare. Few organizations in the Indian film industry offer such extensive support, making AMMA a pioneer in this regard.

Healthcare Support

Healthcare is a cornerstone of AMMA’s welfare activities. The organization provides a Rs. 5 lakh medical insurance plan with cashless treatment at major hospitals across India. Additionally, a Rs. 15 lakh accident-death insurance policy offers further protection. Members facing serious illnesses or accidents receive weekly financial assistance during their recovery. AMMA also covers the insurance premiums for its members, extending its support to include COVID-19 treatment and ongoing care for chronic conditions like cancer and dialysis. A partnership with Baby Memorial Hospital in Kozhikode provides free medications for such treatments, demonstrating AMMA's holistic approach to health.

Community and Disaster Relief

AMMA’s commitment to social responsibility extends beyond its members. The organization has been at the forefront of disaster relief efforts, contributing Rs. 50 lakhs to the Chief Minister’s Disaster Relief Fund during recent natural calamities. AMMA members have personally donated and led numerous relief efforts across Kerala. In collaboration with Asianet TV, AMMA organized the "Nammal Namukkayi" show in Abu Dhabi, raising over Rs. 5 crores for the Kerala government’s rebuilding efforts after devastating floods. This initiative reflects AMMA's ability to mobilize resources and support on a large scale.

Educational and Financial Aid

AMMA ensures the continuation of education for the children of deceased members by providing a Rs. 1 lakh emergency financial aid. Recognizing the challenges posed by the digital divide, especially during the COVID-19 pandemic, AMMA distributed tablets to deserving students across Kerala. This effort, conducted in two phases, underscores AMMA's commitment to education and youth empowerment.

Support During the Pandemic

The COVID-19 pandemic brought unprecedented challenges to the film industry, and AMMA responded with compassion and creativity. The organization launched the "Swantyan Sparsham" initiative to support members facing financial hardships, and later, the "Onnam Amma" project provided essential Onam kits to all members. AMMA also organized a free vaccination drive for its members, their families, and others in the film industry, reflecting its proactive approach to health and safety.

Empowering Women and Health Initiatives

In March 2022, AMMA hosted "Arjava 2022," a significant event marking International Women's Day. This gathering focused on the POSH (Prevention of Sexual Harassment) Act and provided a platform for discussions on women's issues in the industry. AMMA also launched "Utharavu 2022," a health camp offering free primary health check-ups and consultations with specialists. The event, held at AMMA's headquarters in Kochi, included the administration of booster doses of the COVID-19 vaccine, reinforcing AMMA's commitment to the well-being of its members.

Charitable Housing Projects

AMMA’s commitment to social welfare extends to housing for the underprivileged. Through the "AMMA Veedu" project, the organization has built homes for impoverished families, completing 10 such houses across Kerala. Each house, valued at Rs. 5 lakhs, represents AMMA's dedication to improving the lives of the less fortunate. The "Akshara Veedu" project, in collaboration with the newspaper *Madhyamam*, builds homes for individuals who have made significant contributions to society but lack basic shelter. To date, 36 houses have been handed over to beneficiaries, with designs by renowned architect Padma Shri Shankar.

Support for the Marginalized

AMMA has also extended its support to initiatives like "Theruvoram," led by Murukan, who works with mentally ill and ailing individuals living on the streets. Recognizing the importance of this work, AMMA donated a modern ambulance equipped with essential facilities to aid in the rescue and treatment of these individuals. The ambulance operates in Ernakulam and has been instrumental in various relief efforts during the lockdown, providing food and medical care to the homeless.

Future Endeavors

AMMA’s new headquarters in Kochi reflects its growth and ambition. A dedicated floor for charity activities will host a range of free services and initiatives, ensuring that AMMA continues to be a beacon of support and service in the Malayalam film industry and beyond.

In every step of its journey, AMMA has demonstrated a deep commitment to its members and the broader community. Through its wide-ranging initiatives, from financial aid and healthcare to disaster relief and education, AMMA continues to uphold its mission of service, embodying the spirit of solidarity and compassion. The organization’s work stands as a testament to what can be achieved when a community comes together with a shared vision of care and support.