A 30-second ad featuring Sikh actor Waris Ahluwalia alongside images of Sikhs around the US is being telecast by a leading cable network in Washington to show the community as a vibrant part of America’s cultural tapestry and stop turban wearing people from becoming a target of hatred.
The ad demonstrates through words and images how Sikh Americans’ values are America’s values, including a love of service, family and community. The broadcasting firm, Comcast, will donate $1 million (around Rs 5.9 crore) of airtime on cable channels, according to the Sikh American Legal Defence and Education Fund (SALDEF) which provided the script.
The ad will be shown until July 27 in 39 states across the US.
Sikhs in the US have faced a wave of violence since the 9/11 terror attacks in 2001, with assailants sometimes falsely believing they are radical Muslims due to their turbans and beards.
“Sikhs have contributed to America’s culture for the past 125 years, including helping to build the Panama Canal and railroads,” said SALDEF executive director Jasjit Singh.