[IndyMedia Bombay] Stop the Hatred!

[PUKAR @ IndyMedia]

 From Rohena Gera: <rohenag@yahoo.com>, <rohena@geradevelopments.com>, 
<rohena@stanfordalumni.org>


'STOP THE HATRED' CAMPAIGN UNLEASHED
...240 cinema halls, all television channels, and many radio stations


A campaign comprising a series of public service messages against 
communalism, for television and cinemas, featuring several stars and 
personalities including Amitabh Bachchan, Sachin Tendulkar, Aamir 
Khan, Zakir Husain, M.F. Husain and several others has been released 
all India recently. The campaign has been conceptualized and produced 
by Rohena Gera with funding from Bajaj Auto Pvt Ltd.

There are four 30-second spots that will be on all terrestrial and 
satellite channels that are members of the Indian Broadcasting 
Foundation. That includes Doordarshan (the messages are already 
playing), Star, Zee, Sony etc. There is also one 50-second message 
already showing in 240 cinemas nationwide, as well as a series of 
20-second radio spots that will be on several radio stations, 
including WIN 94.6, shortly.  Apart from this the campaign aims at 
reaching the Indians outside the country through its website 
www.stopthehatred.com

"The goal of this campaign is to counter the hate propoganda that is 
being disseminated so efficiently throughout the country. The point 
is not be controversial or to fight any political party or 
personality but to simply reach out to the people and try to stop 
this epidemic of hatred. Today, Indians-men and women, old and 
especially young-need to hear that we are one people, and that most 
of us can and do live as one," says the 29-year-old Rohena who had 
the vision to do a campaign like this as an individual, inspite of 
not being associated with any group, trust or NGO.

"I want to emphasize that there is no financial gain to anyone from 
these commercials," says Rohena. The only body credited on the 
television series is the Indian Broadcasting Foundation, a non-profit 
organization. Bajaj Auto has given a donation to cover production 
costs, but their logo is not on the campaign. There is no branding, 
sponsorship or banner attached to the series. The only people who 
will benefit from these messages are the audience.

In order to communicate this message Rohena has shot with several 
Indian icons who, in their personal and professional lives, are truly 
secular. "The point is to reach out to people and say that we can and 
do live as one. You do... because in all likelihood, whatever 
community you belong to, you love Amitabh and Aamir, or cheered for 
Yuvraj and Kaif, or have sung along with Javed Akhtar's lyrics in 
Lata Mangeshkar's voice... So, why the hypocrisy?" feels Rohena.

Rohena is currently working on her first book, a work of fiction set 
in Bombay, as well as on a film script.

LIST OF PERSONALITIES FEATURED IN Stop the Hatred:
1) Amitabh Bachchan
2) Sachin Tendulkar
3) Zakir Husain
4) Aamir Khan
5) M.F. Husain
6) Ashutosh Gowariker
7) Mamooty
8) Aparna Sen
9) Shabana Azmi
10) Akshaye Khanna
11) Fardheen Khan
12) Abhishek Bachchan
13) Tabu
14) Raveena Tandon
15) Harbhajan Singh
16) Anupam Kher

_____

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