Mumbai, August 15, 2013: Indian cinema’s living legends stood united to create the biggest Independence Day spectacle on television at Star India’s marathon event --Saath Hain Hum Uttarakhand – an initiative to raise funds and muster support for the flood-ravaged state.
Hindi Film Industry’s legendary stars – Amitabh Bachchan, Shah Rukh Khan, AR Rahman, Kajol, Vidya Balan, Anil Kapoor, Abhishek Bachchan among others joined Indian television’s renowned actors to inspire people and raise resources for Uttarakhand, where brutal floods claimed scores of lives and rendered thousands homeless.
A one-of-its kind initiative by the entertainment industry to mobilize funds for the flood-ravaged Uttarakhand, ‘Lifebuoy presents Saath Hain Hum Uttarakhand’, was a seven-hour entertainment extravaganza to invoke viewers to lend a helping hand towards the rehabilitation efforts in the hill-state.
“We have always believed in leveraging the power of television as a force for good,” Mr Uday Shankar, CEO Star India, said. “It is humbling to see that our initiative has been embraced by the entire entertainment world and senior leaders from the central and several state governments alike. We are also confident that our viewers will make the task of rehabilitation in Uttrakhand a lot less tough.”
The seven-hour marathon event was broadcast live on Star India’s key channels -- Star Plus, Star Utsav, Star Pravah, Life OK and Channel V -- and the advertising revenue from the broadcast will be channeled to relief work in the hill-state through two civil society organizations -- Himmotthan Society and People's Science Institute.
Honourable Chief Minister of Maharashtra Mr Prithviraj Chavan described Saath Hain Hum Uttarakhand as one of the best initiatives for the state by any media conglomerate.
“I am very thankful to Star and the Film Industry for their contribution to Uttrakhand’s cause through one-of-the best initiatives so far,” Mr Chavan said.
Ms. Sonia Gandhi, chairperson of the United Progressive Alliance, also extended her support to Saath Hain Hum Uttarakhand and sent a special message to praise Star India and Hindi Film Industry’s initiative. Her message was read-out by Mr Chavan.
The on-screen idols set stellar examples by donating generously for Uttarakhnad’s cause. Shah Rukh Khan donated Rs 33 lakhs from the collections of his recent blockbuster Chennai Express while legendary singer Lata Mangeshkar also contributed to the relief fund. Amitabh Bachchan auctioned his personal belongings – two shirts and a leather jacket – proceeds of which will also be donated. The Bachchan family also donated an additional Rs 11 lakh for rehabilitation work in Uttarakhand.
Lifebuoy presents Saath Hain Hum Uttarakhand, a joint initiative of Star India, Film & Television Producers Guild, FWICE and Wizcraft, will gave viewers generous doses of entertainment while appealing to them to help with the rehabilitation efforts in the hill-state.
The highlight of this magical evening was a rare collaboration between Indian cinema’s biggest star Amitabh Bachahan, writer & poet Prasoon Joshi and talented composer trio Shankar-Ehsaan-Loy. They performed a special event anthem – Mera Desh – to instil hope and muster mass support for the cause. Amitabh, in his mesmerizing voice, recited couplets from Prasoon’s magical poetry that was set to Shankar-Ehsaan-Loy's music. The moving musical act weaved Prasoon’s event anthem – 'Mera Desh' – into an enchanting song performance by acclaimed classical singer Shankar Mahadevan and a spellbinding poetic rendition by Amitabh.
Shah Rukh Khan paired opposite Raveena Tondon to perform on a hit from Chennai Express.
Oscar-winning maestro AR Rahman set some of his most inspirational songs to a unique acapella style, a form of rhythm singing without instruments. Versatile actor, singer Ayushmann Khurana performed a song composed exclusively for the event.
Actors from popular shows on Star India’s channels Karen Tacker aka Viren, Mohammad Nazim popularly known as Ahem and Kapil Nirmal aka Nihaal paid an emotional tribute to the Indian defence forces through their inspirational song and dance act.
Star India will encourage its viewers across the globe to lend their support and donate generously for the cause through several dedicated channels. These donation lines will be open from August 15 to September 7 and the entire funds collected through this period will be channelled to the two NGO partners. The use of funds will be overseen by a team of independent auditors.
Star India’s initiative is an extension of its philosophy to use television as a tool to create awareness for the larger good of the 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.
About Star India:
STAR India has defined India's broadcast media for the last two decades and is today India’s leading media and entertainment company.
The STAR India network comprises of more than thirty channels in seven languages received by over 600 million viewers every week across India and 100 other countries. Its channel portfolio includes Star Gold, Channel [V], Star Jalsha, Star Pravah, Star World, Star Movies, Star Utsav, Life OK, Movies OK and Star Plus, India's No. 1 General Entertainment Channel. STAR India has a leading presence in regional broadcasting as well through a bouquet of joint venture channels i.e., Asianet channels and Star Vijay.
For further information, please contact:
Parul Sharma Assistant Vice President Corporate & Marketing Communication STAR India +91 98119 88996parul.sharma@startv.com
