The initiative will fund the monthly ration of 1,00,000 households across the country
- The daily wage earners from different parts of the country are bearing the brunt of the lockdown and SPN and
Kalyan Jewellershave started an initiative to support their families.
- To announce the initiative, prominent actors from across the country came together to work on a short film titled Family.
- The film has been remotely directed by
To unveil the initiative, actors from different parts of the country including Bachchan, Rajnikanth,
Conceptualized and virtually directed by Prasoon Pandey in collaboration with Bachchan, the movie was shot from each actor’s house.
Speaking about the initiative, NP Singh, Managing Director and CEO, SPN said, “In trying times, we have to collectively front and face issues that affect the industry. So, as part of its CSR outreach, SPN has taken the initiative of working alongside Amitabh Bachchan and Kalyan Jewellers to support the households of daily wage earners of the Indian film and television industry. SPN’s support will ensure that at least 50,000 workers and their families have their home supplies for a month. Additionally, this film made by Prasoon is very special since it has been virtually directed. Like-minded celebrities have come together in this short film, which we are delighted to premiere on all channels of our network and on SonyLIV. While the times may be tough, the human spirit is resilient & strong, and this film captures that essence.”
TS Kalyanaraman, Chairman & MD, Kalyan Jewellers added, “We are witnessing an unprecedented global pandemic, and in these very testing times 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. The Film being made is very special as it brings together all the best creative minds of our Industry.”