Amitabh Bachchan in a still from Pink
Letty Mariam Abraham (MID-DAY; April 12, 2017)

After his turn as a tough-talking lawyer who defends a rape survivor in Pink, Amitabh Bachchan now features in an awareness promo for a leading channel’s public service awareness initiative.

The campaign seeks to address society’s failure to empathise with women who becomes victims of sexual abuse. It is an extension of a new show, Kya Qusoor Hai Amala Ka, which highlights the plight of a gang rape survivor and aims at changing people’s mentality towards her. The show is inspired from Turkish series, Fatmagul.

Joining the cause, Big B shot for the promo recently. “The idea that a woman loses dignity if she is sexually assaulted is instilled strongly in our cultural mindset. The shame should be on the perpetrators instead of the victim. We need to foster a safe, secure and supportive environment where victims can seek refuge, especially from those who they turn to for protection like authority figures, family and society. There is a strong need to step forward and talk about this through stories, which can trigger this change in people’s mindset. Kya Qusoor Hai Amala Ka is an effort in that direction,” said Bachchan.