Star India, the nation's leading media and entertainment conglomerate, will strengthen on-going efforts at rehabilitation in flood-ravaged Uttarakhand by raising funds to help bring comfort to victims of this tragedy.
Leading actors from Bollywood will join Star's fund-raiser – a seven-hour marathon event on the occasion of Independence Day – in what's the first such effort by the entertainment industry to alleviate the sufferings of people impacted by the floods. The entire advertising revenue generated through the event will be channelled to not-for-profit bodies that are working diligently to restore normalcy in Uttarakhand.
‘The tragedy in Uttarakhand is a solemn opportunity for every Indian to lend a helping hand,’ Uday Shankar, CEO, Star India, said. ‘This occasion demands that people join forces to support those in need. It's heartening that people are coming together and our role is only that of a catalyst.’
Early confirmation of stars supporting the initiative include Indian cinema’s icons Amitabh Bachchan, Lata Mangeshkar, Ajay Devgn, Kajol, Anil Kapoor, AR Rahman, Boman Irani, Shankar-Ehsaan-Loy, Pritam, Prasoon Joshi, Mukesh Bhatt, Ayushmann Khurana and celebrities from top television shows of the Star network such as Diya Aur Baati Hum, Pyaar Ka Dard Hai Meetha Meetha Pyaara Pyaara, Saraswatichandra, Savdhaan India, Devon Ke Dev Mahadev and India’s Dancing Superstars among others.
Film Producers Guild, Federation of Western India Cine Employees, TV Artists Forum, Corporate Charity Trusts and several independent industrialists and donors will partner Star India’s marathon fund-raiser that will be attended by senior leaders from the state and central governments. ‘I am delighted that the Indian film industry has embraced our outreach plan and is partnering with us in this initiative to spread hope,’ Shankar added.