In 1999 Rai participated in a world tour called the Magnificent Five, along with Aamir Khan, Rani Mukerji, Akshaye Khanna, and Twinkle Khanna.In the same year, she was appointed as Longines Ambassador of Elegance. In 2003 she became the first Indian actress to be a jury member at the Cannes Film Festival. In 2003 she became a global brand ambassador of L'Oreal, alongside Andie Macdowell, Eva Longoria, and Penelope Cruz. Rai is the brand ambassador for The Eye Bank Association of India's nationwide campaign to promote eye donation in India. In 2005 she became a brand ambassador for Pulse Polio, a campaign established by the Government of India in 1994 to eradicate polio in India. In the same year, Rai was appointed spokesperson for the International Year of Microcredit, raising awareness of the main goals and priorities of the United Nations' poverty alleviation efforts.
In February 2005 Rai performed alongside other Bollywood stars at the HELP! Telethon Concert, an event to raise money for the victims of the 2004 tsunami earthquake. Along with other members of the family, she laid the foundation of a special school for underprivileged girls in Daulatpur village in Uttar Pradesh in 2008. Construction is being funded by the Bachchan family, and the school will be be named after Rai. She appeared along with various other Bollywood actors at the closing ceremony of the 2006 Commonwealth Games in Melbourne. The performance showcased Indian culture as a lead-up to India hosting the 2010 Commonwealth Games.
In 2009 Rai was appointed as the first Goodwill Ambassador of Smile Train, an international charity that provides free Cleft lip and palate surgery to children in need. Her work with Smile Train will focus not only on India, but on 76 different developing countries around the world.
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