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Alongside her acting career, Akkineni is a prominent celebrity endorser for brands and products, while she also started her own NGO, Pratyusha Support, to provide medical support for women and children in 2012.
She donates her earnings from endorsements, product launches and inauguration events to support the foundation.
She followed up her collaborations with Gautham Menon and A. Rahman by appearing in the music video for the World Classical Tamil Conference 2010 promotional song, Semmozhiyaana Tamizh Mozhiyaam, which Menon directed and Rahman composed.
Samantha's next release was the romantic drama, Baana Kaathadi (2010), opposite Adharvaa.
She has established a career in the Tamil and Telugu film industries, and is a recipient of several awards including four Filmfare Awards.She has emerged as a leading actress in the South Indian film industry.While pursuing a degree in commerce, Akkineni worked part-time on modelling assignments.also praised her performance in the film, citing her "subtle expressions of love, fear and anxiety work well for the film" and that she "looks beautiful and has done her role with consummate ease".Samantha then worked on Gautham Menon's trilingual romantic drama film, and played the leading female role of Nithya in the Tamil, Telugu and Hindi versions of the film, shooting scenes simultaneously back-to-back with three different actors.