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Filmy battle between two superstars Shah Rukh Khan and Hrithik Roshan has now come up to the government advertising.
The Government of India had planned ‘Eye Hear You’ campaign that is aimed at creating awareness about conditions like glaucoma and diabetic retinopathy that lead to loss of vision. But the videos for the campaign that had been shot with Bollywood actor Shah Rukh Khan is awaiting the green signal from the Health Ministry.
An eye awareness campaign with SRK by the National Film Development Corporation (NFDC) has been shelved as the health ministry maintains that the videos were shot without its “approval”.
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The Health ministry is particularly unhappy that they were not consulted before finalising the celebrity to endorse the campaign. Apparently the ministry’s “first choice” was Hrithik Roshan because of the role he played in ‘Kaabil’. The ministry had planned to associate the campaign with the release of the movie.
“NFDC had only discussed a proposal for a campaign to promote awareness about eye ailments. They told us they plan to rope in a celebrity for the campaign.But there was no approval taken for Shah Rukh Khan or any other celebrity . The videos were shot without our knowledge,” a health ministry official said.
Sources added, “NFDC had discussed the proposal with the ministry and wanted to do the project with Hrithik Roshan, who played the role of a blind man in recently released movie `Kaabil’. It would have made sense as Kaabil is film related to blindness and an eye-care campaign can be linked to it. There was no proposal discussed around Shah Rukh for the campaign.”
The “Eye Hear You” campaign videos were shot in December but the NFDC is still waiting for a response from the Health Ministry. Shah Rukh had taken no fees to work for the public awareness campaign.
Looks like the campaign has now been shelved for the time being.
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