The Star India television network and Viacom18's Colors have joined forces with non-governmental organisation (NGO) Goonj to raise much needed funds for the relief effort in the flood-hit northern state of Uttarakhand.
Promos featuring famous faces are being shown every hour on the channels Star Plus, Life OK, Channel [v] and Star's regional channels Jalsha and Pravah, as well as on the Viacom18 general entertainment channel Colors, in order to raise funds for the devastated region.
"We will leverage our reach in India and abroad to gather support for the victims of this tragedy. Star India is partnering with Goonj, an NGO, to play a meaningful role in marshalling support for the victims. Leading actors from our shows are urging people to make donations towards the rehabilitation efforts," said Uday Shankar, CEO, Star India.
Shankar has reportedly also appealed to Star employees to donate at least one day's salary to the victims of the floods. The network is to match the contribution made by its employees.
Colors CEO Raj Nayak said: "The Uttarakhand tragedy requires an all-out fundraising campaign and thus we're getting all the favourite characters of our shows to make a plea to act now. This is our time to offer our reach for a cause. Hence, setting our programming priorities aside, we're urging people to contribute generously to the Prime Minister's relief fund or to the NGO, Goonj. In our own small way we hope to contribute to the rehabilitation process.
"We believe that 'giving' should come from within and all we, as a channel, are doing is sensitising the people of the gravity of the situation on ground. The initial response has been very encouraging and we hope that with our efforts more and more people will join the nation's cause," he added.
Almost 3,000 people are still missing following floods and landslides in Uttarakhand two weeks ago, with more than 800 people now reported dead. While 100,000 people have been evacuated from the region, hundreds are reportedly still trapped in the Badrinath area.