SALDEF Announces the First-Ever Sikh American PSA

Share Article

Sikh American Legal Defense and Education Fund (SALDEF) PSA Airing on Cable Channels on Comcast to Celebrate Sikh Americans and Shared Sikh and American Values During the Month Commemorating America’s Independence

"For over 125 years, Sikhs have been part of the American culture. My name is Waris, and I’m proud to be an American.”

“Hi, my name is Waris. Sometimes people ask me where I’m from. Well, I come from a place where you can dunk a basketball; treat patients; sing on American Idol; be a Boy Scout; fly a plane; raise a family; ride a Harley; and serve the community. For over 125 years, Sikhs have been part of the American culture. My name is Waris, and I’m proud to be an American.”

Starting the week of June 30, 2014 until July 27, 2014, Comcast will donate one million dollars in airtime on cable channels on Comcast to air a PSA featuring Waris Ahluwalia, a Sikh American actor and designer, recognizing Sikh Americans as a vibrant part of America’s cultural tapestry. Using a SALDEF- created script, the PSA demonstrates through words and images how Sikh Americans’ values are America’s values, including a love of service, family, and community. The PSA is available for viewing at

SALDEF’s Executive Director, Jasjit Singh, elaborated on the history of Sikhs in the United States. “Sikhs have contributed to America’s culture for the past 125 years, including helping to build the Panama Canal when we first came to this country. In fact, the first Asian American to serve in Congress, Dalip Singh Saund, was a Sikh American. There is no better way for us to celebrate our history and day-to-day contributions in America this July 4th, Independence Day, than through a montage of images and words narrated from today’s most well-known Sikh American actor and designer, Waris Ahluwalia.”

Comcast, a global media and technology company, will air this PSA throughout the month of July as part of the company’s commitment to leveraging its assets to educate audiences on a variety of issues. Eastward Films ( served as art directors and producers for the film.

“At Comcast, we know that timely, relevant information can inspire people and energize organizations to work toward change,” said Johnnie Giles, Executive Director of External Affairs at Comcast. “That is why we apply our unique strengths in media delivery to inform audiences of important issues.”

SALDEF received 400 photo contributions by Sikh Americans across the United States to use in the PSA and will feature the photos in their entirety on SALDEF’s social media platforms for the remainder of 2014 as well as at SALDEF’s 2014 National Gala, which will be held on October 11, 2014, in Washington, D.C.


Founded in 1996, SALDEF is a national non-profit civil rights and educational organization. SALDEF protects and promotes the civil rights of Sikh Americans through advocacy, education, and media relations. SALDEF’s mission is to create a fostering environment in the United States for Sikh Americans. Sikhism is a distinct religious faith that is over five hundred years old. There are approximately half a million Sikhs living in the United States. For more information, visit


House of Waris, founded by designer and actor Waris Ahluwalia is strongly influenced by the romance and history of ancient kingdoms. His House of Waris jewels, which are coveted by fashion icons and sold at the finest boutiques, bring together old world techniques to hatch timeless creations. House of Waris is built around his passion for story telling through materials and craftsmanship. The brand is a celebration of objects of beauty, quality and inspiration. Waris was nominated for the Vogue Fashion Fund, awarded a CFDA Fashion Incubator grant and included in Vogue’s 10 Most Impactful people. Working across the globe, and across disciplines, Waris exhibits an unwavering commitment to creating a more thoughtful way of living.

Sona Simran Kaur
202-393-2700 x 126

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Sona Simran Kaur
+1 202-393-2700 Ext: 126
Email >
Visit website