STAR India has undertaken an initiative to help the flood victims in Uttarakhand. The Group is bringing together celebrities from the film and entertainment industry to raise funds for the victims. The STAR India initiative expects to raise about Rs 30 crore.
High profile Bollywood celebrities such as Amitabh Bachan, Lata Mangeshkar, Salman Khan, Madhuri Dixit, Kajol and AR Rahman have confirmed their participation. Composers Shankar - Ehsaan - Loy and poet – lyricist Prasoon Joshi are also expected to join the initiative. The celebrities will perform free of cost at the gala and STAR India will donate the entire advertising revenue from the show to non-profit bodies working for the cause.
“The event is evidence that there is a strong desire in the community to help. The unflinching support of the stars is humbling and in turn will help us extend a helping hand to those in need. The film world's support also reinforces our belief in the power and reach of television,” said Uday Shankar, CEO, STAR India.
Advertising revenue from 'Saath Hain Hum Uttrakhand', a seven-hour event on the occasion of Independence Day will be donated to relief work in the affected regions of the state through two NGOs: Himmotthan Society and People's Science Institute.
The event will be broadcast live on all the key channels of the STAR Group. Usage of funds, according to the channel, will be separately overseen by a body of independent auditors.
Star India has also opened donation lines for viewers across the globe. These donation lines will be open from August 15 to September 7, and all the funds collected through this period will be channelled to the two NGO partners.