MUMBAI: Star India, one of the leading media and entertainment conglomerate, will strengthen the on-going efforts at rehabilitation in flood-ravaged Uttarakhand by raising funds to help bring comfort to victims of the tragedy.

Leading actors from Bollywood will join Star's fund-raiser - a seven-hour marathon event on the occasion of Independence Day - the company claims in that this is a first such effort by the entertainment industry to ease the sufferings of people impacted by the floods.

Star India CEO Uday Shankar

The entire advertising revenue generated through the event will be channelled to not-for-profit organisations that are working diligently to restore normalcy in Uttarakhand.

"The tragedy in Uttarakhand is a solemn opportunity for every Indian to lend a helping hand," Star India CEO Uday Shankar said. "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."

Early confirmation of stars supporting the initiative include Indian cinema's icons Amitabh Bachchan, Lata Mangeshkar, Ajay Devgn, Kajol, Anil Kapoor, AR Rahman, Boman Irani, Shankar-Ehsaan-Loy, Pritam, Prasoon Joshi, Mukesh Bhatt, Ayushmann Khurana and celebrities from top television shows of the Star network such as 'Diya Aur Baati Hum', 'Pyaar Ka Dard Hai Meetha Meetha Pyaara Pyaara', 'Saraswatichandra', 'Savdhaan India', 'Devon Ke Dev Mahadev' and 'India's Dancing Superstars' among others.

Ogilvy & Mather has partnered Star India as the creative agency for the on-ground event that'll be 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 will partner Star India's Independence Day marathon fund-raiser that will be attended by senior leaders from the state and central governments.

"I am delighted that the Indian film industry has embraced our outreach plan and is partnering with us in this initiative to spread hope," Shankar added.

"Both television and the Hindi film industry consider it as their primary responsibility to do their bit for the very same people who have showered us with unconditional love and affection. We hope that our efforts will sensitise millions of viewers and inspire them to contribute whole heartedly towards the daunting task of rebuilding the state," president of the Film & Television Producers Guild Mukesh Bhatt said.

The gala event will be telecast live on key channels of the Star India network including flagship Star Plus, Life OK, Star Jalsha, Star Pravah, Star Utsav and Channel V.

Viewers would also be encouraged to aid the mammoth task of rebuilding the hill-state.

FWICE president Dharmesh Tiwari and general secretary Dinesh Chaturvedi said that they are happy to partner Star India in this joint initiative to raise awareness and funds.

"We are delighted to express our support and join hands with Star India and the film industry to celebrate the Independence Day, dedicated to the people of Uttarakhand", said Wizcraft International Entertainment director Wiz Sabbas Joseph.

Star India had, earlier this month, started focused campaigns featuring renowned artistes from the network's popular shows, urging its viewers to support Uttarakhand's cause by making generous donations. The network had partnered renowned NGO Goonj for this initiative.

In addition, the employees of Star India also pitched in to the relief efforts and made generous donations. Star will match the contribution made by its employees and will closely monitor the proper utilisation of these funds.