New Delhi, July 31 (IANS) Bollywood's Who's Who, including megastar Amitabh Bachchan and legendary singer Lata Mangeshkar, along with actors from TV popular TV shows, will participate in a seven-hour-long on-air marathon, advertising revenues from 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 Artistes 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 A.R 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.