NEW DELHI: Star India has created a powerful public service
message featuring Amitabh Bachchan to sensitise and encourage
viewers to their extend support in rebuilding the flood-ravaged
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.
"The task of rebuilding Uttarakhand is gravely difficult
but isn't an impossible one. Star India is humbled by 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," said Star India CEO
The public service message, penned by advertising agency
Ogilvy & Mather, is being aired on all of Star India's
channels. It shows Bachchan asking people to 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.
"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," Ogilvy & Mather India executive chairman &
national creative director Piyush Pandey.
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. 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.