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) has initiated a fund-raiser campaign, "HUM HAIN" Umeed-e-Kashmir" to raise funds and awareness for flood-stricken Kashmir. The recent floods in Kashmir have devastated and unhinged the lives of many leaving many casualties and loss of homes, property and livelihoods in its wake.

Acknowledging our chance to be one, the relief campaign kicked off on Gandhi Jayanti and ZEE's 22nd Anniversary - 2nd October, with a message from youth icon Ranbir Kapoor calling on the nation to join hands and raise hope for the people of Jammu and Kashmir. The message was released along with a thematic music piece composed by Gulzar & Vishal Bharadwaj and sung by Sukhwinder Singh.

HUM HAIN: Umeed-e-Kashmir will strive to work alongside several NGOs, Government bodies, celebrities and civilians to give the cause a unified voice. The concert will include a list of celebrity performers will appeal and urge viewers to donate to key NGOs and specified Disaster Relief Funds in support of the Kashmir relief project. Many other stars and performers will be shortly announced.

On 18th October, HUM HAIN-Ummeed e Kashmir is being hosted at the Indira Gandhi Indoor stadium in Delhi and features a veritable who's who: Aamir Khan, Vishal Bhardwaj, Farhan Akhtar, Ranbir Kapoor, Sharmila Tagore, Gulzar, Ayushman Khurrana, Daler Mehndi, Sonu Nigam, Shaan, Sukhwinder Singh, Rekha Bhardwaj, Pritam, Shantanu Moitra, Kavita Krishnamurthy and Dr L Subramanium, Anupam Kher, Imtiaz Ali, Vidhu Vinod Chopra, Mukesh Bhatt, Swanand Kirkire, Zaheer Khan, Boney and Sridevi Kapoor and multiple celebrities. More celebrities will continue to join as performers, as the build-up to the event begins. Tickets for the event and all proceeds, which will completely go to the charity United Way.

The campaign's highpoint is 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, Bangalore, Hyderabad, Kolkatta and Jaipur. The spread of events across the country will help demonstrate that India cares.

Amitabh Bachchan speaking about the initiative said, "As human beings and as Indians we need to do all that we can to help our countrymen in need. The plight of the people of Jammu & Kashmir has always been a matter of concern and the floods have only made it worse. All that we do simply won't be enough to meet the various challenges facing the people; but every drop counts. Hence we call on everyone in our country and from the world community to come forward and provide their support."

Punit Goenka, MD & CEO, ZEE said "As a nation, we have always treasured Kashmir the most, our precious crown that it has always been. In such a calamity, it is nothing less than a moral responsibility of every citizen and corporate in India to step forward and extend the best possible support towards the relief. As a global media company, with a wide bouquet of multiple channels across the nation, and a strong connect with over 730 million viewers, ZEE aims at offering a dual support to this initiative. Firstly, through the advertisement revenues generated from the broadcast, which would be entirely donated to the relief work, and secondly by offering a nationwide reach to the event. Committed to Vasudhaiva Kutumbakam', which we espouse as our brand positioning, it is ZEE's responsibility to step forward and work for its Family, of which the people of Kashmir are an integral part."

Ranbir Kapoor speaking about the initiative said, "Kashmir has always been an intrinsic part of our film industry. The happiness and joy that the Kashmiri people brought me and my Rockstar crew was incredible. The people are peace-loving and love all of us from the entertainment industry. I am grateful to the EEMA and the Film Producers Guild for initiating this project with Zee TV. It's important that the country comes together to demonstrate our solidarity with them at this time"

Sabbas Joseph, President of Event and Entertainment Management Association said today, "As we continue to plan the relief campaign, there is an optimistic energy building that we will be able to help rebuild Kashmir with a sense of solidarity that is representative by every film, music and sports icon coming together. The idea of creating multiple simultaneous live events showcases the strength, diversity and unity of our country; it also demonstrates the growing strength of the live and event management industry across the country. Bringing the country together, is at the core of the initiative that we are building."

Mukesh Bhatt, President of the Film & TV Producers Guild, said, "The land of ethereal beauty & purity is in tatters, devastated by nature's fury. Kashmir, the embodiment of Indian culture & tradition, is crying for help from millions of fellow Indians. The Indian entertainment industry has shared a wonderful symbiotic relationship with the land of Kashmir over the years & the time has come to repay the generosity & hospitality of Kashmiris in their time of strife. The industry has forever pioneered charitable causes whenever India has been ravaged by tragedies & this time too, we would like to support our Kashmiri brethren & contribute in our own humble way to this gargantuan task of relief & rehabilitation."Hum Hain".. Umeed-e-Kashmir" will not only assemble industry forces on a common platform of compassion & nobility but more significantly appeal to the consciousness of the vast multitude of Indians to generously donate funds in our endeavour to provide some succour to the survivors in Kashmir."

This October, the Event and Entertainment Management Association, along with Zee Entertainment Enterprises Ltd. and the Film and Television Producers Guild of India have come together in solidarity with the people of Kashmir and India, at large and is sending out a call-to-action.