Zee TV's new show 'Agle Janam Mohe Bitiya Hi Kijo' ties up with Dr. Kiran Bedi's Navjyoti India Foundation to promote Girl Child Welfare...

Zee TV's new show, 'Agle janam Mohe Bitiya Hi Kijo', has already created waves across the country for showcasing a prevalent social evil in society – 'selling the girl child in the midst of utter poverty to raise money for the rest of the family'. The show talks about a seventeen year old girl's optimism about life and her courage and compassion when it comes to rescuing her family from the throes of hunger and abject poverty.  Addressing this very issue the channel has taken a step further and has joined hands with Dr. Kiran Bedi's Navjyoti India Foundation and started a campaign titled "Save Laali".

Speaking on this occasion, Mr. Nitin Vidya, COO Zee Entertainment Enterprises Ltd. & Business Head, Zee TV said, "This is an initiative by Zee TV to help & encourage every 'Laali' who has been a victim under varied circumstances. This association between the channel and Navjyoti India is a mirror of our belief in being a socially conscious entertainment channel. We have always tackled issues that are prevalent in Indian society. Our alliance with this foundation corroborates the channel's belief that we can make a difference by showing relevant and socially aware TV content. We have placed donation boxes in about 100 outlets of Vishal Mega Mart. The money collected will be used to curb the evils against the girl child in the midst of utter poverty through Navjyoti India Foundation."

People can also make donations by sending an SMS to 57575. Just type in and send it to 57575. This initiative will also be promoted through radio, outdoors and the print media across various cities in the country.

Dr. Kiran Bedi, General Secretary, Navjyoti India Foundation said, "We are delighted that Zee TV is promoting this cause through us. I am a staunch supporter of any initiative that claims to help the girl child, especially since even today the evils meted against her exist."

The show has Ratan Rajput essaying the role of Laali. In the background of poverty, the extreme sacrifices that Laali makes is a moving story. This seventeen year old girl lives with her parents and her younger siblings in a village called Koyna in Bihar. They come from a low cast background and by profession are rat killers or 'Musahars' who help the Zamindars to protect their land and homes from infestation. The father scrapes together a small income and the girl does odd jobs around the village to support him. And like any other girl her age, she also dreams of a happy life after her marriage to a man who loves her. So will her dreams ever come true after a life of struggle and disappointments? Will her father be able to fulfill his daughter's desires after he has seen her give up her childhood to help him meet ends?

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