Music director and singer AR Rehman has joined hands with the United Nations and Dutch company Endemol for a mega show called Mission Ustaad on soon-to-be-launched Hindi general entertainment channel 9X. The show is aimed at spreading awareness of the UN's Millennium Development Goals (MDGs).
Indrani Mukerjea, promoter & group executive director of INX Media, which owns 9X, said: "It gives us great pleasure to partner with AR Rehman, the UN and Endemol to present this unique show on Indian television. Besides entertaining millions of viewers on 9X, Mission Ustaad will communicate the essence of the Millennium Development Goals (MDGs) across the length and breadth of the country."
Rahman said, "I am delighted to be part of the show. Many eminent names from the entertainment industry will join me on the show. ."
Maxine Olson, UN resident coordinator, said: "We believe the show will inspire millions to action and thereby fulfill every Indian's right to decent work, education and good health."
Rajesh Kamat, managing director of Endemol India , said music is a universal language that binds people together irrespective of their nationality, religion or economic stature.
According to Salil Shetty, director, United Nations Millennium Campaign, if India does not achieve the MDGs by 2015, the world will not achieve them.