MUMBAI: BBC World Service Trust, National AIDS Control Organisation (Naco) and national network Doordarshan have joined hands to spread awareness about AIDS through a music album Haath Se Haath Milaa (HSHM) or let's join hands.

The music video and album, released yesterday, is also being supported by multiplex major PVR Cinemas, which will screen it in all its 68 screens across India.

Though the association of PVR Cinemas with BBC World Service Trust is only for three months, the multiplex company CEO (digital) Sunil Patil is optimistic to maintain the relationship for a longer period of time.
According to the director of the video Anu Malhotra, "All the stars have generously contributed to the cause by filming for this video completely pro bono."

The album, produced by Music Today and consisting of eight soundtracks, will be available in music stores and sold commercially across the country.

In an official statement, all profits from sales will be donated to non-governmental organization Salaam Baalak Trust and Committed Communities Development Trust (CCDT).

BBC World Service Trust director general Andrew Whitehead said, "The selections of songs were done from the Music Today catalogue."

The launch ceremony was graced by Bollywood actress Shilpa Shetty who said that the video would appeal to all and help combating AIDS and the stigma attached to it.

BBC World Service Trust supports a reality television series on DD, titled Jasoos Vijay where the central theme revolves around spreading awareness about AIDS.

The third series of Jasoos Vijay will finish its run by end September and HSHM will end by February 2007.