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Indiantelevision.com's Media, Advertising & Marketing Watch

Star goes the CSR way with heart care and SMS

Indiantelevision.com Team

(28 September 2004 6:40 pm)

MUMBAI: Star in an endeavour to promote heart care has tied up with action man Akshay Kumar - the Good Heart ambassador for The Institute of Preventive Cardiology Foundation - to create awareness about prevention of heart attacks through Star 7827.

Says Kumar, "I know we are too busy in our day-to-day life to support any cause. So we have made it very simple. All you have to do is to SMS "heart" to 7827. Out of every one Rupee, Star will donate 25 paise to this cause. Also, every time you send an SMS, an automatic reply message will give you one tip to take care of your heart. Today, it will cost you only a rupee… and if you are not careful, someday it could cost you your life!"

A 30-second commercial, specially shot with Kumar, will go on air from 2 October. The aim is to kick off a nation-wide SMS signature campaign to support the cause.

Kumar adds, "I took this cause up because I believe that we can do something to change the situation. Ten years ago, Japan was in the same situation as we are today. But they undertook a nationwide campaign and today the percentage of people suffering in Japan has almost halved. I believe that India can also do it."

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