In these extenuating circumstances, lending support towards an essential cause are actors like Amitabh Bachchan, Rajnikanth, Ranbir Kapoor, Priyanka Chopra, Alia Bhatt, Chiranjeevi, Mohanlal, Mammootty, Sonali Kulkarni, Shiva Rajkumar, Prosenjit Chatterjee and Diljit Dosanjh.
These actors have come together for a unique short film – Family conceptualised and virtually directed by Prasoon Pandey in collaboration with Amitabh Bachchan. It shows us all that staying at home, staying safe, maintaining hygiene, working from home and maintaining social distancing can be productive and should be taken in one’s stride.
The film will be simulcast across all channels of Sony Pictures Network today (April 6) at 9 pm. Through this film, Big B will also unveil an initiative that supports the sustenance of daily wage workers associated with the entertainment industry.
While most of us continue to work from home, it’s the daily wage workers who have borne the brunt and are suffering the most. Through a commercial tie-up with a leading chain of hypermarkets and grocery stores in India, digitally barcoded coupons have been distributed to a verified list of workers from the All India Film Employees Confederation.
Furthermore, monetary help has also been extended to those in need.
NP Singh, Managing Director and CEO, Sony Pictures Networks India (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 Jewelers 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,” he further added.