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Big B Launches Eye Care Campaign To Fight Blindness

Megastar Amitabh Bachchan has launched a ‘See Now’ campaign centred in his home state of UP, to help end avoidable blindness.

The campaign will deploy creative content via radio, television, print, social media, WhatsApp and SMS to provide information on eye health, local services and how to access them.

The actor, himself a proud wearer of glasses for years, hopes this will encourage others to wear glasses without any stigma.

“Vision problems are extremely common in India. The basic lack of understanding and awareness of how eye health works, leads to stigma around simple and easy treatments. People are often not aware of availability in their area of quality eye care services. It really is simple to avoid a lot of different sorts of blindness by preventative care,”Bachchan said in a statement.

The campaign, primarily funded by The Fred Hollows Foundation and in part by Essilor Vision Foundation, is working in partnership with Sightsavers India and Vision2020 India among others.

SAIF, ALAIA START SHOOTING FOR JAWAANI JAANEMAN

Actress Pooja Bedi’s daughter Alaia F and actor Saif Ali Khan have started filming for the new movie Jawaani Jaanemanin the UK.