If you grew up in the ’90s, you probably remember the public service ad in which Shabana Azmi holds a child suffering from AIDS and gently chides the audience by saying, “AIDS chhoone se nahin phelta”. Another abiding memory is of Aishwarya Rai blinking slowly and successfully hypnotising us into donating our eyes. When celebrities get behind public issues amidst the din of cola, mobile phone, talcum powder and hair oil endorsements, it’s a reminder of the good their clout can achieve. Almost every major Bollywood star has consistently supported a health initiative for public good, from polio to malnutrition.

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