STAR India has put its entire network strength behind restoring normalcy to flood-hit Uttarakhand. The company embarked on a mass awareness campaign last week on its entire network to motivate its viewers globally to donate generously and help the flood victims.
A series of promos, featuring popular actors from STAR’s top-rated shows, are being aired on STAR channels. Apart from flagship Star Plus, these videos also feature actors from STAR’s regional channels – Jalsha and Pravah as well as Channel [v] and Life OK.
The company has partnered with NGO Goonj to gather support and assist in the relief and rehabilitation work being carried out in Uttarakhand. Promos on STAR’s channels direct viewers to make donations directly to Goonj.
Commenting on the initiative, Uday Shankar, CEO, STAR India said, “We will leverage our reach in India and abroad to gather support for the victims of this tragedy. STAR India is partnering with Goonj, an NGO, to play a meaningful role in marshalling support for the victims. Leading actors from our shows are urging people to make donations towards the rehabilitation efforts.”
The network will leverage on the extensive reach of television medium to sensitise people on this catastrophic disaster and the need for all the entire country to unite in its efforts. The short messages are being aired every hour. In addition, tickers informing viewers on several ways to make contributions are also being aired frequently.
Shankar also made an appeal to all the employees of STAR to contribute at least one day’s salary or more to the relief fund. The company will match the contribution made by its employees and monitor the judicious deployment of the funds raised through its initiative.