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HindustanTimes Wed,20 Aug 2014

Bollywood raises funds for flood victims on TV

Kavita Awaasthi, Hindustan Times   July 30, 2013
First Published: 15:24 IST(30/7/2013) | Last Updated: 16:51 IST(31/7/2013)

In a first-of-its-kind initiative, Bollywood celebrities and television personalities will come together on a TV channel to raise funds for the rehabilitation of the victims of the Uttarakhand calamity. The seven-hour marathon fund-raiser will be organised on Independence Day (August 15) and is expected to raise over R20 crore. 

Other than the artistes from the channel’s own shows, actors like Amitabh Bachchan, Lata Mangeshkar, AR Rahman, Karan Johar, Ajay Devgn and Kajol will also be part of the live event. Senior political leaders and other eminent personalities will also be present. 

Show cause
Celebrities will perform to raise funds for Uttarakhand flood victims at a charity event on Independence Day; show to be telecast live
 
In the wake of the flash floods that hit Uttarakhand in June, many celebrities individually donated to the cause of the rehabilitation of victims. But in a one-of-its-kind concerted effort, noted actors and performers from the film and TV industries will join hands to raise funds for the state’s redevelopment. They will perform at a charity event to be held in the city on next month.

The event, conceptualised by Star India Network, will be telecast live across all of their six channels. “The network will donate the entire advertising revenue generated through the event to NGOs that are working to restore normalcy to Uttarakhand. During the telecast of the show, viewers will be encouraged to make donations too,” says a source.
The Film And Television Producers Guild, Cine and TV Artistes Association (CINTAA) and TV Artists Forum have partnered with the network for this initiative.

While the details are still being finalised, and many top celebrities have confirmed their participation, Shah Rukh Khan and Aamir Khan are also expected to be part of the event. Besides, Anil Kapoor, Prasoon Joshi, Mahesh Bhatt, Mukesh Bhatt, Ayushmann Khurrana and Shankar-Ehsaan-Loy, among other film personalities, will be in attendance.

From the TV industry, actors Anas Rashid, Mohit Raina, Neelu Waghela, Mahii Vij, Jay Bhanushali and Ravi Dubey, among others, are expected to participate. Uday Shankar, CEO, Star India, says, “I am delighted that the Indian film industry has embraced our outreach plan and is partnering with us in this initiative to spread hope.”

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