On Independence Day, Star India’s channels hosted Hindi film stars and television celebrities in an effort at raising resources for rehabilitation in flood-hit Uttarakhand.
A statement said Amitabh Bachchan, Shah Rukh Khan and A.R. Rahman were joined by Vidya Balan, Kajol and others in Star’s initiative ‘Lifebuoy presents Saath Hain Hum Uttarakhand’.
The celebrities were part of a seven-hour extravaganza, a one-of-its kind initiative by the entertainment industry, to mobilise funds for Uttarakhand, according to the statement.
“We have always believed in leveraging the power of television as a force for good. And, in the aftermath of the devastation, we saw an opportunity to leverage our network to raise awareness as well as resources for Uttarakhand,” said Uday Shankar, CEO, Star India.
The event was broadcast live on Star India’s channels including Star Plus, Star Utsav, Star Pravah, Life OK and Channel V. The advertisement revenue will go towards relief work in the hill-State through two civil society organisations — Himmotthan Society and People’s Science Institute.
Star India has urged its viewers across the globe to donate generously for the cause through several dedicated channels. Donation lines would be open from August 15 to September 7 and the funds collected during this period would be given to the two NGO partners. A team of independent auditors would oversee the use of funds.