Every New Year begins with a hope, a hope for change, a hope for peace and a hope to fulfill all our wishes. This New Year was no different except for an effort taken by Times of India to turn these hopes into reality. The Times of India has initiated a cross-border peace project in collaboration with Pakistan’s Jang Group and Geo. The initiative titled “Aman Ki Asha”, aims to resolve all the outstanding issues between India-Pakistan.
The Aman Ki Asha campaign boasts an exciting feature in the form of a moving peace anthem composed by famous Indian lyricist and poet, Gulzar, which is recited by none other than Bollywood’s Amitabh Bachchan — a star, who, few will deny, is larger than life on both sides of the border. The anthem is sung by Pakistan’s Rahat Fateh Ali Khan and India’s Shankar Mahadevan, two of the subcontinent’s most celebrated vocalists.
The campaign features some locals across the border enacting a particular sequence, which is identified by Indians through binoculars. A phone call is made to All India Radio to request for a song. The locals across the border are glued to the radio and get extremely happy to hear the song, “Dilwale Dulhaniya Le Jaayenge” (the song enacted by them and requested by Indians.)
The work done is commendable as it taps the emotions of people across both the countries.
Amitabh Bachchan, who also recorded his voice for the campaign, added, “I believe it is more important to build bridges than to complain that the road is bumpy. This campaign will help the two countries hold hands in friendship.”