Late legendary director Yash Chopra’s wife, Pamela, has taken up an initiative to celebrate his birthday in a unique manner every year. Yashji’s production house will celebrate the occasion with a new initiative on September 27.

"It’s entirely Pamelaji’s idea. She was keen that Yashji’s birthday becomes an important day for everyone at the production house. So as far as we know, every year, there will be some kind of activity on his birthday - it could be a charity event, a film announcement or another special event - in his memory. She has apprised everyone at Yash Raj Films of her wish and it will, of course, be complied with," stated an industry insider.

This year, we have been told that a big event is being planned. "Details are a bit unclear right now, but things will be finalised in a couple of days. Her sons, Aditya and Uday, are privy to all the details and execution plans. But like all other initiatives by the production house, not many people are aware of the exact nitty-gritty,” added the insider. One of the activities will be the launch of a line of saris that are inspired by the filmmaker’s body of work.

When contacted, Pamela Chopra confirmed the news, "Yes, we are looking to celebrate every birthday of Yash in a meaningful manner. This year, we are in the process of putting together something really big."

The filmmaker passed away in October last year, less than a month before his last release, ‘Jab Tak Hai Jaan’.