Bollywood's
Who's
Who,
including
megastar
Amitabh
Bachchan
and
legendary
singer
Lata
Mangeshkar,
along
with
actors
from
popular
TV
shows,
will
participate
in
a
seven-hour-long
on-air
marathon,
advertising
revenues
which
will
be
donated
towards
relief
efforts
in
Uttarakhand.
The
marathon
telecast,
to
be
screened
across
six
channels,
will
feature
performances
by
celebrities
from
the
big
and
small
screen.
It
is
a
joint
initiative
by
Star
Network
in
association
with
Film
and
Television
Producers
Guild
of
India,
Federation
of
Western
India
Cine
Employees
(FWICE),
Cine
and
TV
Artists
Association
(CINTAA),
corporate
charity
trusts,
and
several
independent
industrialists
and
donors.
The
entire
advertising
revenue
generated
through
the
event
will
be
given
to
not-for-profit
bodies
that
are
helping
in
restoring
normalcy
in
Uttarakhand,
which
was
hit
by
furious
floods
in
June.
"The
tragedy
in
Uttarakhand
is
a
solemn
opportunity
for
every
Indian
to
lend
a
helping
hand.
This
occasion
demands
that
people
join
forces
to
support
those
in
need.
It's
heartening
that
people
are
coming
together
and
our
role
is
only
that
of
a
catalyst," Uday
Shankar,
CEO,
Star
India,
said
in
a
statement.
Bollywood
actors
Ajay
Devgn,
Kajol,
Ayushmann
Khurana,
Anil
Kapoor
and
composer
AR
Rahman
are
among
others
who
have
confirmed
their
support
for
the
initiative.
From
the
small
screen,
actors
of
shows
like
Diya
Aur
Baati
Hum,
Pyaar
Ka
Dard
Hai
Meetha
Meetha
Pyaara
Pyaara
and
Saraswatichandra
will
also
participate.
Filmmaker
Mukesh
Bhatt,
president
of
the
Film
and
Television
Producers
Guild
of
India,
said
it
the
"primary
responsibility" of
both
the
industries
"to
do
their
bit
for
the
very
same
people
who
have
showered
us
with
unconditional
love
and
affection".
The
event
will
be
aired
live
on
key
channels
of
the
Star
India
network
including
Star
Plus,
Life
OK,
Star
Jalsha,
Star
Pravah,
Star
Utsav
and
Channel
V.
Saraswatichandra
Saraswatichandra
actors
Gautam
Rode
and
Jennifer
Winget
will
be
joining
hands
for
this
noble
cause.
Diya
Aur
Baati
Hum
Diya
Aur
Baati
Hum
lead
actors
Deepika
Singh
and
Anas
Rashid
to
lend
a
helping
hand
for
the
cause.
Pyaar
Ka
Dard...
Actors
Pyaar
Ka
Dard
Hai
Meeta
Meeta
Pyaara
Pyaara
actors
Disha
Parmar
and
Nakuul
Mehta
to
join
in.
Lata
Mangeshkar
Lengendary
singer
Lata
Mangeshkar
will
join
this
cause
in
helping
the
Uttarakhand
affected.
Amitabh
Bachchan
Amitabh
Bachchan
taking
lead
in
this
noble
cause.
The
event
will
be
aired
live
on
key
channels
of
the
Star
India
network
including
Star
Plus,
Life
OK,
Star
Jalsha,
Star
Pravah,
Star
Utsav
and
Channel
V.