Bollywood megastar Amitabh Bachchan associates himself with various public welfare causes, and in his latest effort has delivered a public service message sensitising and encouraging viewers to extend support for the daunting task of rebuilding flood-ravaged hill-state Uttarakhand.
The narrative, a video message, being aired on Star India Network, is a call to all countrymen to stand united for Uttarakhand's cause after the flash-floods in June this year left the state in virtual paralysis, claimed scores of lives and rendered thousands homeless.
Amitabh, in his compelling style, recites an emotional poem which ends with "Karodon aansoon hain toh kya, karodon hum bhi toh hain". The message, which went on air Thursday on Star India channels, aims to instill hope in the people that all's not lost and that no challenge is big enough if we stand united.
"The task of rebuilding Uttarakhand is gravely difficult but isn't an impossible one. Star India is humbled by Mr. Bachchan's gesture and truly believes in his call for unity. We hope that his message inspires one and all to come forward and extend their help for the cause," Uday Shankar, CEO, Star India, said in a statement.
The public service message is penned by noted advertising agency Ogilvy & Mather.
Star India had, earlier this month, started focused campaigns featuring renowned artistes from the network's popular shows, urging its viewers to support Uttarakhand's cause by making generous donations.
It has gone a step ahead by bringing together known faces from the film and TV world for a seven-hour marathon, advertising sales from which will be donated for Uttarakhand relief effort. It will be aired across six channels under the Star India network Aug 15.