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THE GR8! MAG 10TH ANNIVERSARY PHOTOSHOOT
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ZEE calls out to India to contribute towards Kashmir Flood Relief!

Kashmir also known as the Switzerland of India has always been an integral part of the film Industry. The recent floods in Kashmir have devastated and unhinged the lives of many, leaving casualties and loss of homes, property and livelihood in its wake. To give back to the land that made their films look beautiful with breath-taking visuals, the entertainment industry led by the Event and Entertainment Management Association (EEMA), the Film and Television Producers Guild and the global media conglomerate Zee Entertainment Enterprises Ltd.(ZEE) initiated a fund-raiser campaign, "HUM HAIN… Umeed-e-Kashmir". The objective of the initiative was to raise funds and awareness for flood-stricken Kashmir.

HUM HAIN … Umeed-e-Kashmir strives to work alongside several NGOs, Government bodies, celebrities and civilians to give the cause a unified voice. In this endeavour, a concert was organised on 18th October HUM HAIN…Ummeed e Kashmir and saw some of the brightest luminaries of Bollywood come together for this noble cause. Amitabh Bachchan recited a poem written by his late father Harivansh Rai Bachchan - ‘Andheri Raat mein Deepak jalaaye kaun baitha hai’ and urged the Indians to donate for the for the flood survivors by setting his own example. Apart from donating handsomely towards the cause, the legendary actor organized warm clothing for the citizens of Kashmir. Aamir Khan came forward to urge the people of India to be generous in helping the flood victims, but not before pledging 25 lacs for the relief of the victims himself. Santoor maestro Shivkumar Sharma, also a Kashmiri, shared his own experience of his sister being stuck on the first floor of the house due to the floods and how she was unreachable for ten days. He expressed grief on the plight of Kashmir and its people and sympathized with them as he was amongst the many that were affected directly by the floods. On the other hand, Anupam Kher, who lived and grew up in Kashmir was seen in a traditional ‘Pheran’ reminiscing about his childhood days. Bollywood celebrities like Farhan Akhtar, Amir Khan, Ranbir Kapoor, Anushka Sharma, Shaan, Shantanu Moitra, Mohit Chauhan, Anupam Kher, Vidhu Vinod Chopra, Neha Dhupia, Aditi Rao Hydari, Vivek Oberoi, Daler Mehendi, Neeti Mohan, Aditi Singh Sharma and Harshdeep Kaur came out in full force to perform and appeal to viewers to donate graciously to rebuild Kashmir.

Pradeep Hejmadi, Zee TV Business Head said, “Our objective here was to bring together the entire nation as One Family to help the people of Jammu and Kashmir, who are an integral part of India, and ZEE will not leave a stone unturned to bring the lives of these unfortunate people, back to normal. As responsible citizens of India, we all stand united when we say - “Hum Hain : Umeed –e- Kashmir”. The endeavor is to raise funds and awareness for the flood-stricken Kashmir, where numerous homes and lives have got unhinged and devastated. We have associated with the Entertainment and Event Management Association, the Film & Television Producers Guild of India and United Way. I am extremely touched with the magnanimous support received from the film and television Industry. I sincerely hope that this initiative contributes in a big way towards the upliftment of numerous lives in Jammu & Kashmir, and I also take this opportunity to appeal to each one of you to step forward and donate. Even a rupee from each member of your family will help Kashmir to bring back its glory ...Their blessings will come straight to you all.. In this difficult phase we are together as one BIG Family - Vasudhaiva Kutumbakkam!"

The campaign’s uniqueness was the creation of simultaneous live events on-ground across 7 cities on 18th October with the main event at the Indira Gandhi Stadium in New Delhi and simultaneous events being held in Mumbai, Chennai, Hyderabad, Kolkata and Jaipur.

A total of 35 Zee channels will SIMULCAST this initiative on Sunday 26th October at 4 PM and will be hosted by ZEE TV’s ‘Jamai Raja’ Ravi Dubey, while the artistes will also be seen in a chat with Mandira Bedi. Also, Zee Marathi, Zee Kannada and Zee Telugu will air the event on 2nd November. This is the also first time that such a partnership is being achieved where the sponsors on ZEE are directly paying the NGO to pledge their support.

Watch HUM HAIN … Umeed-e-Kashmir at 4 PM on 26th October on Zee TV & donate graciously to revive Kashmir…!