Amitabh Bachchan Gives Clarion Call To Serve, Support Daily Wagers Film Industry
Mumbai: Film stars like Amitabh Bachchan, Rajinikanth, Ranbir Kapoor, Priyanka Chopra, Alia Bhatt, Chiranjeevi, Mohanlal, Mammootty, Sonali Kulkarni, Shiv Raj Kumar, Promitajit Chatterjee and Diljit Dosanjh have come together in a unique short film — FAMILY — conceptualised and virtually directed by Prasoon Pandey to support the daily wage earners.
Through this film, the Indian film industry has pledged to support and sustain more than one lakh daily wage earners for a month. The film, directed and virtually directed by Prasoon, shows all of us that staying home, staying safe, maintaining cleanliness, working from home and continuing social discrimination can be productive and misleading.
The premiere of this path-breaking film – FAMILY – will be broadcast on all channels of Sony Pictures Network on April 6 at 9 pm. Through this film, Amitabh Bachchan will also unveil an initiative that supports the maintenance of daily wage earners associated with the entertainment industry.
Through a commercial tie-up with a major chain of hypermarkets and grocery stores in India, digital barcoded coupons have been distributed from the All India Film Employees Confederation to a verified list of workers. In addition, monetary help has also been extended to the needy.
Sony Pictures Networks India (SPN) managing director and CEO NP Singh said: “Over time, we collectively have to face issues that affect the industry. Therefore, as part of its CSR outreach, SPN has taken the initiative to support the households. The daily salaries of the Indian film and television industry along with Amitabh Bachchan and Kalyan Jewelers have been paid.”
“Additionally, this film made by Prasoon is very special because it is almost directed. This short film brings in like-minded individuals, who we are happy to premiere on all the channels in our network and on SonyLIV. While the times may be tough, the human spirit is resilient & strong, and this film captures that essence,” Singh added.
According to Kalyan Jewelers president and MD TS Kalyanraman, “We are witnessing an unprecedented global pandemic, and at the time of these trials, we have decided to support the initiative of Amitabh Bachchan and work alongside him and Sony Pictures Networks India to support the households of 50,000 daily wage workers and their families by providing them with supplies for a month.
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