MUMBAI: BBC World Service Trust, National AIDS Control Organisation (NACO) and national network Doordarshan have joined hands to spread awareness about AIDS through a music album Haath Se Haath Milaa (HSHM) or let's join hands.
The music video and album released today is also being supported by multiplex major PVR Cinemas, which will screen it in all its 68 screens across India.
Though the association of PVR Cinemas with BBC World Service Trust is only for three months, the multiplex company CEO (digital) Sunil Patil is optimistic to maintain the relationship for a longer period of time.
The music track has been composed by Shankar, Ehsaan and Loy with lyrics by Javed Akhtar. Sonu Nigam and Shreya Ghoshal bring the words alive.
The music video features over 50 film and 10 television stars and opens with veteran Bollywood actress Waheeda Rehman who is joined by the current favourites like Shilpa Shetty, Fardeen Khan, John Abraham, Tabu, Bipasha Basu and Naseerudin Shah and telly personalities like Smriti Irani, Saakshi Tanwar, Mona Singh, Pooja Bedi, Nikki Aneja, Mini Mathur, Simone Singh, Yash Tonk, Suchitra Pillai, Lilette Dubey and Nasir Khan.
According to the director of the video Anu Malhotra, "All the stars have generously contributed to the cause by filming for this video completely pro bono."
The album, produced by Music Today consisting of eight soundtracks, will be available in music stores and sold commercially across the country.
All profits from sales will be donated to non-governmental organization Salaam Baalak Trust and Committed Communities Development Trust (CCDT).
In an official statement, BBC World Service Trust director general Andrew Whitehead, "The selections of songs were done from the Music Today catalogue."
The launch ceremony today was graced by Bollywood actress Shilpa Shetty who said that the video would appeal to all and help combating AIDS and the stigma attached to it.
BBC World Service Trust supports a reality television series on DD, titled Jasoos Vijay where the central theme revolves around spreading awareness about AIDS.
The third series of Jasoos Vijay will finish its run by end September and HSHM will end by February 2007.
