Ad was shot to support daily wage workers from the M&E industry…
Film stars like Amitabh Bachchan, Rajnikanth, Ranbir Kapoor, Priyanka Chopra, Alia Bhatt, Chiranjeevi, Mohanlal, Mammootty, Sonali Kulkarni, Shiv Raj Kumar, Prosenjit Chatterjee and Diljit Dosanjh, came together to star in unique made at home short film virtually directed by Prasoon Joshi.
This short filmed named Family was aired by Sony TV to spread awareness and importance of staying at home amid COVID-19 pandemic. The film ends with an importance message by Amitabh Bachchan highlighting the pain of daily wage workers of film industry, who have been affected due to coronavirus outbreak. In addition, Amitabh Bachchan also unveiled an initiative to support these workers through donations from members of film industry highlighting them as ONE.
In a statement, Managing Director and CEO of Sony Pictures Networks India (SPN) NP Singh 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 Jewelers to support the households of daily wage earners of the Indian film and television industry.”