Bollywood speaks out against child labour

When a message is to be sent to the masses, Bollywood seems to be the best medium. And B-Town is known to step up to lend its support when an initiative requires its backing and this time too, there’s no exception. 

As of now, many B-Towners are speaking up in favour of fair trade and are urging organisations to follow standard procedures of employment and wages. Actors R Madhavan, Purab Kohli, Shefali Vipul Shah and film-maker Rakeysh Omprakash Mehra are championing in favour of fair trade and asking various set-ups to ban child labour.

A source in the know says that these actors and film-makers have even recorded an audio visual to ensure that their message is properly sent out. Purab’s exposure to the initiative was through his favourite brand of chocolates! A source close to him says that for more than 10 years, the actor had been gorging on a particular brand of chocolate and only recently came to know that it was part of the fair trade initiative. “Of course, he was elated to know about the association and relishes the chocolates even more now,” laughs the source.

Purab says, “IRFT is about giving people what they deserve. Taking a leaf out of Mahatma Gandhi’s book, I’d like to add that a country cannot progress till its rural development is not ensured.”

The source adds that even though Maddy was busy with his new film and the promotions, he took time out to actually read a pile of literature to know more about the concept of fair trade. And Maddy says that though he had heard of the initiative during his numerous travels abroad he was happy to know that it was finally coming to India.

Shefali, who is doing her bit to create awareness, says that she “respects the effort by NGOs and small women’s groups to earn a dignified living through fair trade.”

A source says that while Rakeysh shot for the video in his picturesque office on Pali Hill, Bandra, Maddy and Purab shot for it in their homes itself. The idea behind roping in Maddy and Purab, says the source, was to reach out to the youth. As the adage goes, catch them young!