| MUMBAI:
Zee TV’s new show, ‘Agle janam Mohe Bitiya Hi Kijo’, has already
created waves across the country for showcasing a prevalent social evil in society
– ‘selling the girl child in the midst of utter poverty to raise money
for the rest of the family’. The show talks about a seventeen year old girl’s
optimism about life and her courage and compassion when it comes to rescuing her
family from the throes of hunger and abject poverty. Addressing this very issue
the channel has taken a step further and has joined hands with Dr. Kiran Bedi’s
Navjyoti India Foundation and started a campaign titled “Save Laali”.
Speaking
on this occasion, Mr. Nitin Vidya, COO Zee Entertainment Enterprises Ltd. &
Business Head, Zee TV said, “This is an initiative by Zee TV to help &
encourage every ‘Laali’ who has been a victim under varied circumstances.
This association between the channel and Navjyoti India is a mirror of our belief
in being a socially conscious entertainment channel. We have always tackled issues
that are prevalent in Indian society. Our alliance with this foundation corroborates
the channel’s belief that we can make a difference by showing relevant and
socially aware TV content. We have placed donation boxes in about 100 outlets
of Vishal Mega Mart. The money collected will be used to curb the evils against
the girl child in the midst of utter poverty through Navjyoti India Foundation.” People
can also make donations by sending an SMS to 57575. Just type in <Laali>
and send it to 57575. This initiative will also be promoted through radio, outdoors
and the print media across various cities in the country. Dr.
Kiran Bedi, General Secretary, Navjyoti India Foundation said, “We are delighted
that Zee TV is promoting this cause through us. I am a staunch supporter of any
initiative that claims to help the girl child, especially since even today the
evils meted against her exist.” | 