New Delhi, April 29 (IANS): Bollywood celebrities Karan Johar, Ranbir Kapoor, Anushka Sharma and Preity Zinta are fronting a campaign, launched on Wednesday by media and entertainment conglomerate Star India in association with NGO CARE India, to collect donations for quake-hit Nepal.
They are driving a nationwide public service campaign 'Ek Padosi hi Padosi ke Kaam Aata Hai' (only a neighbour helps another neighbour) to mobilise relief for the victims of the natural disaster that struck Nepal and parts of northern India, claiming more than 5,000 lives.
A host of Star network's icons will also appeal to Indians for donations, which will be channelled directly to CARE India. Viewers will have an option to donate online, or through cheques or demand drafts. The campaign will work along the lines of Operation Maitri initiated by the Indian government.
"A tragedy has struck our neighbouring country resulting in a devastating loss of life, infrastructure and resources. We believe it is our responsibility to leverage the power of television as a force for good to help mobilise relief and provide immediate life-saving assistance to those affected," Uday Shankar, CEO Star India, said in a statement.
"We are happy to associate with CARE India, an NGO highly respected for its humanitarian and development work in India and extremely humbled to see that our initiative has been embraced by some of the leading lights of the entertainment industry to appeal for relief," he added.
The NGO is said to be assessing the situation on the ground in all the affected areas of Nepal, and moving relief material where it is needed most. CARE has begun distribution in some of the areas and hopes to reach out to more than 50,000 people in the coming days.
"We would appeal to all Indians for funds to ramp up the emergency response and provide immediate life saving assistance to those affected. We are thankful to Star India for helping us raise funds for Nepal where millions are awaiting humanitarian relief. The country is running out of food, water and shelter and the onus is now on us to help them," said Nachiket Mor, board chairperson, CARE India.