Amitabh Bachchan backed by SPN India, Kalyan Jewellers calls for support in testing times

The short film - FAMILY – has been conceptualised and virtually directed by Prasoon Pandey, and stars other actors like Rajnikanth, Ranbir Kapoor, Priyanka Chopra and Alia Bhatt

e4m by exchange4media Staff
Published: Apr 6, 2020 12:22 PM  | 2 min read
Amitabh Bachchan

‘Stay at home’, ‘stay safe’, ‘wash your hands’, ‘work from home’, ‘maintain social distancing’ are the statements that one hears these days. In these extenuating circumstances, giving weightage and support towards a most essential cause are stalwarts like Amitabh Bachchan, Rajnikanth, Ranbir Kapoor, Priyanka Chopra, Alia Bhatt, Chiranjeevi, Mohanlal, Mammootty, Sonalee Kulkarni, Shiva RajKumar, Prosenjit Chatterjee and Diljit Dosanjh.

These superstars have come together in a short film – ‘FAMILY’, conceptualized and virtually directed by Prasoon Pandey in collaboration with Amitabh Bachchan. It shows that staying at home, staying safe, maintaining hygiene, working from home and maintaining social distancing can be productive and should be taken in one’s stride. The premiere of this film will be simulcast across all channels of Sony Pictures Network on Monday, 6th April at 9 pm. Through this film, Amitabh Bachchan will also unveil an initiative that supports the sustenance of daily wage workers associated with the entertainment industry.

Given the unprecedented nature of the situation we are in, an initiative undertaken by Amitabh Bachchan, ‘WE ARE ONE’ has been supported by Sony Pictures Networks India and Kalyan Jewellers, through which the monthly ration of 1,00,000 households across the country will be funded. Through a commercial tie-up with a leading chain of hypermarkets and grocery stores in India, digitally barcoded coupons have been distributed to a verified list of workers from the All India Film Employees Confederation. Furthermore, monetary help has also been extended to those in need.

N.P. Singh, Managing Director and CEO, Sony Pictures Networks India (SPN), said: “In trying times, we have to collectively front and face issues that affect the industry. So, as part of its CSR outreach, SPN has taken the initiative of working alongside Amitabh Bachchan and Kalyan Jewellers to support the households of daily wage earners of the Indian film and television industry. SPN’s support will ensure that at least 50,000 workers and their families have their home supplies for a month.”

T S Kalyanaraman, Chairman & MD, Kalyan Jewellers, said: We are witnessing an unprecedented global pandemic, and in these very testing times we have decided to support the initiative of Amitabh Bachchan and work alongside him and Sony Pictures Networks India to support the households of 50,000 daily wage workers and their families by providing them with supplies for a month.

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