Star India has created a powerful public service message, featuring Indian cinema’s biggest superstar Amitabh Bachchan, for sensitising and encouraging viewers to extend all possible support for the daunting task of rebuilding flood-ravaged hill-state Uttarakhand.
The narrative is a call to all countrymen from Amitabh Bachchan to stand united for Uttarakhand’s cause after the flash-floods in June this year left the state in virtual paralysis, claimed scores of lives and rendered thousands homeless.
Mr. Bachchan, in his unique and compelling style, asks people to look at the adversity squarely in the eye and come together for humanity. His message ends with an emotional poem–“Karodon Aansoon Hain Toh Kya, Karodon Hum Bhi Toh Hain”—to instil hope in the people that all’s not lost and that no challenge is big enough if we stand united.
The public service message, penned by noted advertising agency Ogilvy & Mather, is being aired on all of Star India’s channels.
“The task of rebuilding Uttarakhand is gravely difficult but isn’t an impossible one. Star India is humbled by Mr. Bachchan’s gesture and truly believes in his call for unity. We hope that his message inspires one and all to come forward and extend their help for the cause,” Mr. Uday Shankar, CEO, Star India said.
“We feel proud to have partnered Star India, the Film & Television Producers Guild of India and FWICE to help make this happen. May the people of Uttarakhand find peace soon,” Mr. Piyush Pandey, Executive Chairman & National Creative Director Ogilvy & Mather India, said.
Star India’s initiative is an extension of its philosophy to use television as a tool to create awareness for the larger good of a society. This belief is reflected in the network’s refreshing and inspiring content that instils a sense of hope in its viewers and persuades them to be the change they want to see around them.
Star India had, earlier this month, started focused campaigns featuring renowned artistes from the network’s popular shows, urging its viewers to support Uttarakhand’s cause by making generous donations.