Last week, a large group of Hindi film artistes appeared together in a song titled ‘Muskurayega India.’ Produced by Cape Of Good Films and Jackky Bhagnani’s Jjust Music, the video of the song saw celebrities assuring the people of India that the ongoing lockdown due to the COVID-19 threat will soon be over and life will return to normalcy.
Led by actor Akshay Kumar, the celebrities in the song included Tiger Shroff, Rajkummar Rao, Kartik Aryan, Ayushmann Khurrana, Vicky Kaushal, Kriti Sanon, Bhumi Pednekar, Sidharth Malhotra, Ananya Panday, Kiara Advani, Rakul Preet Singh, Taapsee Pannu, Bhagnani along with cricketer Shikhar Dhawan and radio jockey Malishka Mendonca.
Likee, a digital platform, has collaborated as a promotional partner for the song and pledged to donate funds earned through its streaming.
“Likee will urge people to watch the song on YouTube to ensure maximum views. Revenues earned and amount pledged through this initiative will be donated to the PM Cares Funds and the Maharashtra chief minister's relief fund," said an official statement from the digital platform.
The statement further said, "Likee has also invited Likers [users of Likee] to create videos on the song and post it with #MuskurayegaIndia, which is already trending on the platform."
Speaking about the initiative, Bhagnani added, “Every performer you see in the video wholeheartedly supported the initiative. They all shot their part at their homes and shared [it], following which the video was created. The idea is to ramp up charitable donation to help those suffering due to coronavirus.”