STAR India, one of the biggest broadcasters in India, came together with Bollywood for a seven-hour long marathon in Mumbai on August, 15. Christened Saath Hain Hum Uttarakhand, all the money generated from this initiative will be donated for the relief work in the flood-hit hill state of Uttarakhand.
The event was telecast live on major channels of the network, including its flagship channel Star Plus along with STAR Utsav, Life OK, Channel V and STAR Pravah. Lifebuoy, Hindustan Lever's soap brand, associated itself as a presenting sponsor for the event, which united the entire entertainment fraternity.
Advertising and sponsorship revenue from Saath Hain Hum Uttarakhand will be channelled to the hill-state relief work through two civil society organisations, Himmotthan Society and People's Science Institute.
Ogilvy & Mather partnered STAR India as the creative agency for the on-ground event that was managed by Wizcraft. Film Producers Guild, Federation of Western India Cine Employees (FWICE), TV Artists Forum, Corporate Charity Trusts and several independent industrialists and donors partnered the Independence Day marathon fund-raiser that was attended by senior leaders from the state and central governments.
Through this, the broadcaster aimed at encouraging its viewers across the globe to lend their support and donate generously for the cause through several dedicated channels. These donation lines will be open till September 7 and the entire funds collected through this period will be channelled to the two NGO partners. The use of funds will be overseen by a team of independent auditors.
"The tragedy in Uttarakhand is a solemn opportunity for every Indian to lend a helping hand," said Uday Shankar, CEO, STAR India. "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," he added.