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